I just answered this in an email to a client and figured it might be helpful for everyone.

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The process of the book launch page / bonuses is this:

1. MAIN PAGE: BOOK LAUNCH SALES PAGE

This page contains the book for sale as well as a list of all of the bonuses that your customers will receive when they purchase your book.

2. THANK YOU PAGE

Once a customer buys the book, they are directed to a thank you page.  This thank you page contains a list of all of the bonuses in a neat, organized table with a link to each bonus.  Now, here’s where the list building versus free giveaway, no strings attached comes into play.

2b. FOR AUTHORS WHO WANT TO COLLECT NAMES & EMAIL ADDRESSES

You can setup the thank you page bonus download to point to a page on your own website.  Here, you can setup a list building tool to capture their name and email address before you give them the bonus itself.  This would be done on a per bonus case and only that author would then have access to those names captured.  It’s a great way to build your list to do follow-up marketing.

2c. FOR AUTHORS WHO WANT TO GIVE THEIR BONUS AWAY WITH NO STRINGS ATTACHED

You can setup your thank you page bonus download to point directly to the file / audio / etc. rather than having them have to give you their name and email address.  I would advise doing the former.  Doing a book launch is what you do to get visibility / promotion but it’s what you do after the launch that counts.  If people like your book, they will be key customers for you.

Below is my visual representation of the above (don’t mind the awesome drawing – it’s late)… haha