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Use these 2 words to increase your online sales

A friend told me he was struggling to increase ice cream sales.

I shared 2 words with him…

Turning his ice cream shop into a money-making machine.

The 2 words?

  1. Bump
  2. Upsell

And if he used them correctly, he could cover his monthly payroll…

WITHOUT selling an extra scoop of ice cream.

You know when you’re talking to a dog, and it tilts its head in confusion?

Yes, that was my friend right there when I told him that.


Here’s the story.

My friend owns 5 ice cream shops, and his money was melting away…

He told me:

“My income is down. I can’t lower my prices. I can’t do special combos. And the franchise contract just doesn’t let me do any of that. My hands are tied.”

The thing is…

Increasing sales wasn’t easy either.

He sells premium ice cream, which is quite expensive, honestly.

In fact, the price of one ice cream scoop would be enough to buy ice cream for my wife, two kids, and me over at his competitors.

Also, his stores are all located in crowded malls and supermarkets.

And, if you know anything about these places, there’s foot traffic, which is the average number of people passing through every day.

If you know anything about malls…

You’d know that the average foot traffic only goes up on holidays.

So yes…

He was in a tough place.

After listening to him, I said,

“What if we apply my digital persuasion tricks in your stores?”

He nodded.

And I explained step one:

1. Do Upsell

Every time someone buys an ice cream, ask them:

“Would you like to upgrade your scoop for just 75 pesos more?”

This is the same technique McDonald’s is famous for.

It’s the reason they ask:

  • “Would you like to supersize your order?”
  • or “Would you like fries with that?”


Why does this work?

I’ll explain soon.

Now, it’s time for step two.

2. Always add a Sales Bump

This was the one that made him the most money.

It worked so well that it was enough to cover the month’s payroll of two of his five shops.

Just by selling, guess what?

It’s something everyone needs to survive…

…yet anyone rarely buys it at an ice cream shop.

If you guessed bottled water, you’re right.

My friend sold enough units to pay the month’s payroll for two of his stores.

And what I told him was quite simple.


Every time someone is about to pay, tell them:

“By the way, would you like a Dasani to go? Don’t even say the price. Assume they know and go for the quick yest.”

After he did the tally…

He told me that 1000s of people opted for bottled water (or two or three).

Now, why did all this work?

What’s the psychological reason these techniques work? Okay, first off…

The upsell to sell bigger scoops.

Everyone who bought the bigger scoops rationalized in their heads that it was just 75 pesos more.

You see, they had already decided to spend 400 pesos.

So, 75 pesos more?

They don’t even see the rest because the decision has already been made.

Also, it takes advantage of the anchoring effect.

See, the initial price of the ice cream serves as an anchor, making the additional 75 pesos for an upgrade seem relatively small in comparison. Once a customer has decided to make a purchase, they are more likely to accept a small additional cost.

Now, about the…

The bump technique we used to sell water.

Have you ever seen a checkout form where you’re told, “Click the checkbox to add PRODUCT to your order for only $10 (normally $99)?”

Yes, you have.

And every time you’ve seen it, it’s an inexpensive, relevant item with a massive discount.

In my friend’s case…

It’s water.

Most customers buy and then leave the store.

So, taking the water makes total sense…

“What if I get thirsty while driving home? It’s only a few pesos. Ok. Yes…”

Also, the customers wouldn’t tap a checkbox.

All they would need is to say yes to the question,

“Would you like a Dasani to go?”


More free money.

Both the upsell and the bump tactics use the foot-in-the-door technique.

Getting the customer to agree to the initial purchase makes it easier to get them to agree to an additional request, like upgrading their scoop size or adding a bottled water to their order. This works because people tend to act consistently with their previous decisions.

How to use these techniques in your online business:

1. Offer an upgrade on your main course or service. When someone is about to hit that “buy” button, hit them with an upgrade option. Give them the chance to get even more value by upgrading to a premium version of your course or service.

2. Provide a one-click upsell immediately after purchase. Let’s say you’re selling a course. Why not offer a companion workbook, some handy templates, or a quick-start guide for a small additional fee? The key is to make it an easy “yes” for them.

3. Offer a complementary call after the purchase. What I do with some of my course buyers is offer them the opportunity to book a 30-minute call with me. During the call, we build a roadmap together. Then, I offer them 3-6 months of coaching to help them implement the roadmap. Easy!

4. Package up your main offer with several bonuses. In my case, my 1:1 coaching comes with a web design redesign, and my team helps you set up the tech for your funnels.

Why is this important?

Understanding the art of persuasion outside of your regular context is one of the keys to succeeding in multiple domains of life, not only online business.

People who are good at persuasion can persuade OUTSIDE their domain of expertise.

I mean…

I’ve never sold a scoop of ice cream in my life.

But I knew doing the bumps and the upsells would work for my friend.

And it did.

This reminds me of a story about one of the most important physicists in history, Richard Feynman.

I remember watching an interview with him where he complained about how his students knew the formulas. For them, reciting those formulas was something simple, something daily, something that was simply second nature to them.

But in one of his classes, he asked an uncommon question whose answers would need one of the basic formulas he knew his students knew by heart.

Yet, nobody was able to answer it.

He was frustrated…

That’s when he noticed that when it came to applying those formulas outside of the typical events and usual problems, these students failed and didn’t know what to do.

You know, the same thing happens to me when I see people unable to use the simple persuasion tools I teach them.

So what I tell them is that…

It’s not enough to know the tactics.

It’s not enough to understand how these tactics influence the psychology of your followers.

It’s just not enough.

It’s also about knowing how to use these strategies outside of the usual cases.

So that you can:

  • Understand what others in different niches are doing
  • Why it works or doesn’t for them
  • And how you can use it in your own business.

When you do this…

You become more than just someone who creates content.

You become a master of persuasion.

– Jose

Here are 2 ways I can help you:

1. Need an automated sales funnel? Book a call with me.

2. Crashcourse Copywriting: Learn the art of persuasive writing.

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