The “Zero Discount” Upsell?

Over-discounting your upsell bundles can:

• eat into your margins

• and kill profits that you think you’re making.

But it doesn’t have to be this way.

In this newsletter we’re going to walk through how DTC laundry sheet brand Earth Breeze takes a different, “Zero Discount” upsell approach.

Their first upsell is arguably the most cleverly positioned upsell #1, ever.

(If you’ve seen a better one, please let us know, would love to check it out…)

And btw - Check out the full advertorial + full funnel breakdown we did on Earth Breeze this past week inside of the Funnel of the Week Members Area

With Advertorial expert Brandon Ham as our guest expert, we dive into how Earth Breeze does it - and what makes it work so well…

…But first, to illustrate, let’s see the “normal” way of positioning your first upsell:

The “Standard” Upsell #1 Approach

Standard operating procedure for a DTC/Direct Response Upsell #1 is pretty simple:

Standard Upsell #1 = Buy more of what you just bought.

Typically it’s positioned as: “Buy more, save more.”

Take Dr. Marty’s Dog Food Upsell #1 for instance:

Here in Dr. Marty’s upsell #1, you get a chance to buy more of what you just bought (Nature’s Blend dog food), for a solid 52% discount.

Simple right?

This type of Upsell #1 offer usually adds AOV nicely.

However, beware that AOV alone can be deceiving.

When you’re not properly attributing your numbers for COGS etc. on heavily discounted offers like this…

…You might not be adding as much profit to your bottom line as you think.

(double check your numbers here, maybe you’re the exception, maybe not)

The good news is…

There are other ways to make your upsell #1 a massive value and a true “no brainer” offer, without offering any discount whatsoever.

How does Earth Breeze pull off this “Zero Discount” upsell?

Key Principle: Cialdini’s Commitment & Behavoral Consistency

From the first click onwards Earth Breeze leverages something behavioral psychologist Robert Cialdini calls The Principle of Commitment and Behavioral Consistency:

Theories are great, but bear with me, because we’re going to show in clear detail how Earth Breeze actually uses this principle in their funnel, step by step.

Let’s look at how these “micro commitments” play out in this funnel.

(btw - kudos to Ryan Levesque who was the first person I heard speak about marketing in terms of micro commitments)

And it starts with the Advertorial:

Micro Commitment #1: Advertorial Click

Let’s start with the ad + advertorial…

The advertorial above the fold (and the ad preceding it, with the same text & image) does a great job of capturing relevant attention:

People who care about recycling.

We go into a lot of detail on exactly what makes this advertorial so effective at capturing attention & building interest, inside the full funnel breakdown available inside the Members Area...

But to summarize, the advertorial does a great job of:

1. Establish the problem: plastic waste & the fact that only 9% of it gets recycled.

2. Agitate the problem: emphasizing that plastic laundry detergent jugs are a common source of un-recyclable plastic - and if you’re using these plastic jugs, then you are part of the problem.

And then:

3. Present the solution: Instead of contributing to plastic waste by using plastic laundry detergent jugs… Use plastic-free Earth Breeze instead.

Once you’re convinced?

Earth Breeze offers you the opportunity to “unlock” a special offer:

“Turn an everyday chore into an act of love and kindness…”

and make “an impactful difference…”

When you click on that button?

📍 Micro Commitment #1 - Advertorial Click

You signal to yourself that you’re the type of person who takes action to make a difference.

And just like that you’re on the next page in the funnel, the sales page:

Micro Commitment #2: Add to Cart

After building interest and getting the user to click to the main sales page, Earth Breeze hammers home their USP:

Laundry sheets that kick plastic waste to the curb.

Instant gratification for the environmentally conscious.

Because Earth Breeze isn’t selling detergent:

They're selling a hit of "I'm making a difference" dopamine with every wash.

They are selling the feeling of doing good for the world, specifically helping the environment by eliminating plastic waste.

It's not just clean clothes; it's a cleaner conscience.

And giving people a great reason to subscribe (subscribe & save 40%) makes it even easier to do the right thing, month after month:

Add this $12/month subscription purchase to the cart?

📍 Micro Commitment #2 - Add to cart

Another microdecision is in the books, but we’re still early here let’s see what’s next…

Micro Commitment #3: Triggering “Helper’s High” in the Shopping Cart

Keeping with the theme of giving customers reasons to feel great about "doing the right thing", Earth Breeze brilliantly reinforces the customer's commitment to making a positive impact:

Choose Your Good: Disaster relief, animal care, help for veterans or women's shelter?

📍 Micro Commitment #3 - Choose Your “Helper’s High”

This choice isn't just a nice add-on; it's a powerful application of Cialdini's principle. Here's why:

1. Consistency: By asking customers to choose a cause, Earth Breeze is prompting them to further align their actions with their self-image as someone who cares about making a difference.

2. Escalation of Commitment: This choice builds upon the previous microdecisions (clicking the ad, adding to cart) and strengthens the customer's commitment to their eco-friendly, socially conscious identity.

3. Self-Perception: Making this choice helps customers perceive themselves as philanthropists and environmentalists, increasing the likelihood they'll continue with the purchase and potentially make similar choices in the future.

4. Zero-Cost Heroism: Customers become philanthropists without spending an extra dime, making it easy to act consistently with their newly reinforced self-image.

This third microdecision is crucial. It's not just about feeling good; it's about solidifying the customer's commitment to the values Earth Breeze represents.

Each choice builds upon the last, creating a powerful chain of consistency that makes actually completing the purchase and the upcoming upsell even more likely.

By this point, customers have made three decisions in a row that paint them as environmentally conscious and socially responsible. This sets the stage perfectly for what comes next...

The Payoff: Upsell #1: A Masterclass in Value Alignment and Commitment

Earth Breeze's “Zero Discount” Upsell #1 is a stroke of genius in psychological framing.

Here's the kicker: there's no discount, yet it feels like an irresistible offer.

They offer a full year's supply upfront for $144 - exactly what the customer has already agreed to pay over 12 months at $12/month. 

Let's break down this masterclass in value alignment, focusing on how they frame the Upsell #1 offer inside their Upsell #1 VSL:

1. Leveraging Existing Commitment: The customer has already committed to $12/month. Earth Breeze isn't asking for more money; they're asking for a stronger commitment to the same amount. As they put it: "You are currently saving 40% on every delivery. I want to give you the opportunity to lock in 40% savings for the rest of the year." (9:28-22:40)

2. Reframing the Value Proposition: Instead of offering a discount, Earth Breeze shifts the focus to environmental impact: "If we ship you all 12 packs at once, you can reduce your carbon footprint." (25:28-28:08) This aligns perfectly with the customer's initial motivation to purchase - and critically each of the microdecisions they’ve already made to get to this point.

3. Creating a 'No-Brainer' Decision: By framing it as "You're going to use them anyways" (31:76-33:76), Earth Breeze makes the annual subscription feel like the logical choice for someone already committed to the product.

4. Amplifying the Feel-Good Factor: The script emphasizes: "And you won't just save money. The annual subscription also eliminates almost all emissions because it only gets shipped once per year." (59:04-66:64) This doubles down on the customer's desire to make a positive impact.

5. Aggressive Risk Reversal as the Cherry on Top: The money-back guarantee - with no return necessary - (90:48-102:40) removes any last hesitation, making this offer psychologically difficult to refuse.

The Result: The Earth Breeze Effect: Aligning Values, Boosting Profits, and Amplifying Impact

Let's take a step back and appreciate what Earth Breeze has done here. They've taken all those little comittments the customer made along the way and woven them into a compelling story.

Instead of just saying "Hey, buy more stuff," they've essentially asked, "Want to make an even bigger difference?" It's a masterclass in applying Cialdini's principle of commitment and consistency.

By aligning their upsell so perfectly with the customer's values and previous choices, they've created an AOV-boosting Upsell offer that feels less like a sales pitch and more like a natural next step.

And the best part: They've done it all without sacrificing their profit margins. It's a true win-win.

We got into a whole lot more detail on this funnel in the full breakdown you can get access to inside funnel of the week member’s area.

Go here to check out the full funnel & comprehensive breakdown.

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