The other day I was on a call, and I literally gave the listeners all the steps in the Brain Audit. And the more I gave, the more they were keen to buy the product. This kinda took me by surprise. I’ve long been under the impression, that if you give away all the steps in your system, then there’s nothing else to give.
I found out otherwise. 
I found out the age-old concept of the bikini to apply. That by giving away 90% of the concept, and keeping 10%, the attraction factor was just as strong, if not twice as strong (there are reasons for me saying ‘twice as strong). And yes, what the bikini didn’t reveal, was the part the audience most wanted (naturally), and was the part they were willing to pay for.
61 responses so far ↓
1 Brian Clark // Jul 24, 2007 at 12:23 pm
Gene Schwartz made a fortune giving away the best parts. And yet it’s so hard to convince some business people to give information away. Even if you’re selling information, people will still buy for those remaining unrevealed pieces.
Love the bikini analogy.
2 Link Karma | Copyblogger // Jul 30, 2007 at 2:58 pm
[...] The key to effective information sales — The Bikini Concept. [...]
3 Gids // Jul 30, 2007 at 4:10 pm
Absolutely spot on. Works on SEO sales as well!
4 Arshad Merali // Jul 30, 2007 at 8:21 pm
Sean… you’re on the money! So many people focus on keeping all their knowledge to themselves, afraid that the customer won’t need them anymore. They fail to recognize that the real value is in their execution.
This unfortunately also causes an impact to the level of customer service they provide as their objective becomes to protect their knowledge rather than help their customer.
5 Sean D'Souza // Jul 30, 2007 at 8:24 pm
And it’s not like we don’t give a lot away. We do, but I really thought that giving away almost the entire plot was a bit too much (after all what is left for a customer to buy?) As it turns out, I was wrong.
The bikini lives.
Thank goodness
6 Mark // Jul 30, 2007 at 10:23 pm
One great thing about giving away so much is that it stimulates your creativity to come up with even more ideas and high-quality products and services. One of the problems many small companies face is that they get hooked on the revenue stream from one product or service offering, and have little if anything in the pipeline when their flagship item starts losing momentum, which it always does.
7 Sean D'Souza // Jul 30, 2007 at 10:59 pm
Oh it does stimulate your ability to create more–that’s for sure. But one product can also go the distance. However, it is possible to have just one product and do really well off it. e.g. 7 Habits of Highly Effective People has sold 15 million copies to date.
But I’m arguing for arguing sake. In the case of most small businesses, they’d be buried if they they didn’t have more than one service or product offering.
8 Mark // Jul 30, 2007 at 11:24 pm
You’re absolutely right, of course, that a small company can go a long way with a single product. (Although, Covey certainly didn’t rest on his laurels!) I guess what I was really getting at was that by giving away a lot of high-quality product, you’re breaking through that tendency to build an artificial moat around your work. Instead, you free yourself to create trust among your fans and the viral nature of the web and social networks gives you much more leverage than traditional distribution channels. Makes you want to create more.
Great articles here. Thanks to Brian for recommending the site. Looking forward to reading more!
9 The Escape Design & Web Agency Blog : Blog Archive : Giving Stuff Away - The Bikini Concept // Jul 31, 2007 at 7:01 am
[...] some time now and along came a link this morning to Sean at Spiders Secret and his metaphor of The Bikini: I found out the age-old concept of the bikini to apply. That by giving away 90% of the concept, [...]
10 Sean D'Souza // Jul 31, 2007 at 3:14 pm
Mark, I totally agree. When I wrote the Brain Audit in 2002, it was just a 16 page book. From that very tiny book (if you can call it a book), we now have a small research project on the Brain Audit.
And instead of making concepts more difficult, it’s made the concepts easier–yet deeper (if you know what I mean)
11 Mark // Jul 31, 2007 at 3:48 pm
Sean,
I know exactly what you mean. Great insights here! Thanks.
– Mark
12 Shaine // Jul 31, 2007 at 9:48 pm
I think that part of this lies in that if you give away a lot of information, there is the fear by those in attendance that they will not be able to remember what you said. Or, since you are being so generous, that there may be more “hidden” in your product.
13 Sean D'Souza // Jul 31, 2007 at 11:53 pm
Yes, that’s truer than ever. Because every bit of information can go one inch wide and one mile deep. The information isn’t purposely being hidden (though I know some people who would), but from a ‘consumption’ point of view, it’s just too much to give at one go.
If too much is given, the participant/recipients get nothing. So whether we like it or not, there will be not just something, but a lot of something ‘hidden’ in the product.
14 Thomas - Technical Blogger The Bikini Concept - Give More Away to Increase Demand « // Aug 1, 2007 at 8:00 am
[...] by Brian Clark of copyblogger, I discovered the post by Sean of Attversumption.com So what if you give most of it away?: The Bikini Concept. From Sean’s post: I found out the age-old concept of the bikini to apply. That by giving [...]
15 The Bikini Concept of Writing - How To Grow Your Blog Traffic // Aug 3, 2007 at 2:25 am
[...] via: Spider Secret [...]
16 blogtantra.com // Aug 3, 2007 at 4:55 am
Creativity attracts everyone..!! Thats what i say..!!
17 Sonia Simone // Aug 3, 2007 at 10:53 am
This post is a brilliant example of the power of analogy! Very nicely done.
18 j-ne.ws » Blog Archive » The Bikini Concept - Give More Away to Increase Demand // Aug 25, 2007 at 10:32 am
[...] The Bikini Concept – Give More Away to Increase Demand which stems from Attversumption.com’s So what if you give most of it away?: The Bikini Concept gives us an idea of how we would be able to use social media between organisations and its [...]
19 Kishore // Aug 27, 2007 at 7:53 pm
Wooh guess the concept of bikini works every where in life
20 Colin // Aug 28, 2007 at 3:00 pm
Are customers happy after they’ve purchased the whole thing, or do they feel like they didn’t need to spend the money?
I wonder if it could be like a movie that shows its best scenes in the trailer. Could customers ultimately be disappointed that there isn’t -more- of the same?
Although I can definitely see how it would help the sales. Sometimes, companies get too protective of their secrets and make site visitors jump through hoops to get a taste, which hurts conversions. Good post.
21 Bernadette // Aug 29, 2007 at 6:45 am
A great post Sean. I think a lot of the more traditional businesses these days are still stuck in that mind set of whats yours is mine and whats mine is my own. They think that by clinging onto what they have and jealously guarding all their secrets that they will always maintain their edge. What they fail to grasp is that we now live in a very fluid market place, where the only thing we can be certain of is change and that every new idea is built on the foundation of someone else’s old idea. As they say ‘ there is nothing new under the sun’. The more we share, the wider our pool of resources becomes and the more we can be inspired in our individual quests to better our products and services. This of course means that we must all be a lot more transparent in our businesses and lives. I think in the long run the great pay off is that we are not only more authentic in the way we live and work but we develop a much deeper level of emotional connection and trust with our clients.
22 justwebcontent.com > Content Matters > Blog Archive > The Bikini Effect // Sep 4, 2007 at 5:20 am
[...] “So what if you give most of it away?: The Bikini Concept“, it discusses the thorny question of free content in an original [...]
23 The ‘Free’ Business Model: A Strategy for Attention, Traffic and Profits // Sep 22, 2007 at 10:07 pm
[...] When it comes to blogging, you often want to grab hold of the first-time user who arrives at your site. You want him or her to track your blog by subscribing to it. You do this by giving quality information away for free. Don’t be afraid to share your ‘secret techniques‘. So what if you give it all away for free? [...]
24 Molly Gordon // Oct 6, 2007 at 11:22 am
Great image, Sean. And terrific responses. I’m curious about how you cultivated such a lively exchange.
25 Monday Mash-Up: The Business of Real Estate Blogging : Real Estate Marketing Blog // Oct 16, 2007 at 6:04 am
[...] Bikini Concept: give away 90% of what people want, and they will give you money for the remaining 10%. In blogging [...]
26 Chuck Westbrook // Oct 19, 2007 at 3:03 pm
You just taught me a lesson. Great illustration of a resonant point.
27 The Bikini Concept: Part 2 // Oct 19, 2007 at 3:57 pm
[...] the Bikini Concept? And how you could give it all away? Well, not all away, but give a lot away and cause intense [...]
28 Remember the Bikini Concept? Well here's Part 2 // Oct 19, 2007 at 4:45 pm
[...] the Bikini Concept? And how you could give it all away? Well, not all away, but give a lot away and cause intense [...]
29 Do You Understand the Importance of Outbound Links? : Real Estate Marketing Blog // Oct 23, 2007 at 6:03 am
[...] Some argue that linking out to other sites isn’t worth doing because you drive people away from your blog. My theory is that if I send them to useful content often enough that they’ll keep coming back for more. And don’t forget about the Bikini Concept. [...]
30 schoolofbussines.info » Blog Archive » The ‘Free’ Business Model: A Strategy for Attention, Traffic and Profits // Oct 23, 2007 at 7:28 pm
[...] When it comes to blogging, you often want to grab hold of the first-time user who arrives at your site. You want him or her to track your blog by subscribing to it. You do this by giving quality information away for free. Don’t be afraid to share your ‘secret techniques‘. So what if you give it all away for free? [...]
31 Sean D'Souza // Oct 23, 2007 at 7:56 pm
And yes, you can indeed put your money where your mouth is.
http://spidersecret.com/1000-worth-of-goodies-free-surely-im-joking/
32 Want To Get $300 For Christmas? // Nov 2, 2007 at 11:16 am
Wow Sean.
That’s a great analogy and I never thought of it.
I’ll apply this tactic right away on my own blog.
Now, I’m going to read the other part. Hope more is coming soon.
If you have any other suggestions
or comments, let me know
Cheers,
Codrut Turcanu.
“How To Succeed Against All Odds!” Break The Ice!
33 The bikini concept | Peter Crocker Business Copywriter Sydney // Dec 8, 2007 at 9:49 pm
[...] Sean D’Souza, a marketing writer I follow, has described revealing a lot of your best material as “The Bikini Concept” because a little taste makes people interested in finding out the rest. Here’s a link to Sean’s full article. [...]
34 7leads // Jan 12, 2008 at 5:09 pm
Blogging is truly about giving. You then receive.
Enjoyed it.
35 bdITjobs.com : : Blog » Blog Archive » The ‘Free’ Business Model: A Strategy for Attention, Traffic and Profits // May 28, 2008 at 4:35 pm
[...] When it comes to blogging, you often want to grab hold of the first-time user who arrives at your site. You want him or her to track your blog by subscribing to it. You do this by giving quality information away for free. Don’t be afraid to share your ‘secret techniques‘. So what if you give it all away for free? [...]
36 Tama Leaver dot Net » Blog Archive » Links for August 10th 2008 // Aug 10, 2008 at 10:18 pm
[...] So what if you give most of it away?: The Bikini Concept. [The Road To Attversumption] – “I found out the age-old concept of the bikini to apply. That by giving away 90% of the concept, and keeping 10%, the attraction factor was just as strong, if not twice as strong (there are reasons for me saying ‘twice as strong). And yes, what the bikini didn’t reveal, was the part the audience most wanted (naturally), and was the part they were willing to pay for.” [...]
37 Prunella // Nov 5, 2008 at 12:19 pm
Very good site, greate content !!,
38 4 Modelos de Monetización para tu Site a Prueba de Crisis // Nov 12, 2008 at 1:28 pm
[...] en absoluto. Además, existe una regla mágica que aplica a todo ser humano y que es llamada El Concepto Bikini. No importa cuanta ropa te quites (cuantas cosas cuentes): la gente se fija en el bikini que [...]
39 Robert // Nov 29, 2008 at 8:26 pm
Your guestbook is example of middle-class guestbooks. Congratulation! Ill show your site and guestbook to my friends..
40 Vic // Oct 4, 2009 at 1:53 am
My first time to hear about the bikini theory. But the concept and the fact are seems to be effective. It’s true, we can give and show it all except for the most intriguing part that will boost the curiousity and interest of people. It can be a win-win situation, while people are benefiting from the 90%, they can also be wanting for more for the remaining 10% which will become profitable for sellers / marketers.
41 The 7 Harsh Realities of Social Media Marketing | Copyblogger // Nov 14, 2009 at 8:51 am
[...] remember Sean d’Souza’s bikini concept. You can give 90% of it away, but there will always be people who will happily pay to see that last [...]
42 John Donson // Nov 14, 2009 at 10:22 am
Give me an example a company that sells a physical product that is giving away 90% of their product.
Ford? Pepsi? McDonalds?
No way.
This may work with preachers of religion, snake oil salemen, and workshop coaches. But a real product? Nah.
43 Shawn // Nov 14, 2009 at 2:30 pm
I applaud this article. Although I’m just finding it (via Copyblogger), it is timeless information.
Jesus was right when He said, “Give, and it shall be given unto you.” Givers get. So don’t be stingy, even with knowledge.
44 Jeff // Nov 14, 2009 at 2:47 pm
That is f’ing brilliant! Best way I’ve ever heard the concept explained.
45 The 7 Harsh Realities of Social Media Marketing | Internet Marketing Superstar // Nov 14, 2009 at 6:02 pm
[...] remember Sean d’Souza’s bikini concept. You can give 90% of it away, but there will always be people who will happily pay to see that last [...]
46 Daily Review #25 | The Queue Blog // Nov 14, 2009 at 9:13 pm
[...] The Bikini Concept – Some analogies just stick, for me I think this one will. It’s been over 20 years since my 7th grade science teacher told me how long my paper should be, but I remember it like it was yesterday. She said, it should be like a short skirt; short enough to be interesting but long enough to cover the subject. [...]
47 The 7 Harsh Realities of Social Media Marketing | bloggersexpose.com // Nov 15, 2009 at 2:07 am
[...] remember Sean d’Souza’s bikini concept. You can give 90% of it away, but there will always be people who will happily pay to see that last [...]
48 thomas // Nov 15, 2009 at 10:01 am
Followed a link to get here – good article.
What my granddaddy used to say – ideas are great son, but people don’t buy ideas, they buy products.
What he could’ve added was that in buying a product customers buy-in to the idea, and if the product is only a permanent record of the idea to remind them it is not diminished for all that.
49 The 7 Harsh Realities of Social Media Marketing | Micro Niche Maverick // Nov 15, 2009 at 12:36 pm
[...] remember Sean d’Souza’s bikini concept. You can give 90% of it away, but there will always be people who will happily pay to see that last [...]
50 Ed Fry // Nov 16, 2009 at 1:23 pm
It’s a great point. Some of the best products I’ve bought have been the direct result of insanely high quality free info. I like ‘the Bikini’ analogy!
51 The bikini concept: Thoughts for summer – YourFashion // Nov 17, 2009 at 7:36 am
[...] 10%, the attraction factor is just as strong, if not stronger”. - The bikini concept by Sean D’Souza (about marketing.) That just made me laugh. And then it got me hunting for sexy vintage swimwear. [...]
52 Why Biblical Marketing Differs from Conventional Marketing | // Nov 18, 2009 at 9:07 am
[...] Let people try it for free–Also called the bikini concept. [...]
53 Vincent // Nov 19, 2009 at 3:44 pm
First time I heard of something similar was in reference to statistics – what they hide is more interesting than what they reveal” – can’t remember where it originates from.
I absolutely agree to this analogy being applicable to blogging, and as a business model as a whole.
If you think about it, the ‘Freemium’ business model uses a very similar concept?
54 Sean D'Souza // Nov 19, 2009 at 7:53 pm
And as proof…
http://www.psychotactics.com/freezone
55 shashi // Nov 19, 2009 at 9:34 pm
I could not agree more on this. I answer all the questions my customers ask me over the tele for free. They are the same customers who ask me to come and fix up problems, provide training, refer me to to others . They trust me. I can charge them anything ( I do not overcharge though) and they never question. They pay the money into my account before I even leave their office. They do all that because they know I am not there to sell but help. Selling just happens to be there on the side.
56 Sean D'Souza // Nov 20, 2009 at 5:38 pm
Just because they don’t give it away, doesn’t meant they can’t. You’re obviously not a snake oil salesman like the “rest of us”, and I guess that’s a good thing.
57 Turn Your Content into a Lady in a Bikini - New Media Strategies // Nov 22, 2009 at 6:28 am
[...] When I was doing my research, I came across a 2007 post by Sean D’Souza titled ‘So What if You Give Most of It Away? The Bikini Concepts’. [...]
58 bikini concept – freemium | Leif Mergener online // Nov 24, 2009 at 12:33 pm
[...] the bikini concept [...]
59 The 7 Harsh Realities of Social Media Marketing | Marketing To The Herd Mind // Nov 28, 2009 at 8:03 am
[...] remember Sean d’Souza’s bikini concept. You can give 90% of it away, but there will always be people who will happily pay to see that last [...]
60 Carter Cole // Dec 3, 2009 at 1:07 pm
i had to come here and say that the last 10% is usually worth it!
61 Thomas // Dec 3, 2009 at 10:56 pm
“Bikini Concept” is a great phrase that assumes that the bikini reveals a nice body to begin with….
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