multiple types of products or services through one advertisement. 4. In a joint venture it exposes your product or service to a new list of prospects. 5. Promotes a higher perceived value to your customer.   The list of benefits are many. Packaging and bundling provides a huge leverage in your business and your marketing efforts.   The Psychology of Combining Products and Services   The idea behind creating packaging deals is to combine products and services together and offering them at a lower price than you would pay if you purchased them individually. Bundling goods at a discount price plays a few psychological tricks on your mind that triggers you to buy. When you see a bundled offer of interest your mind says:   1. "I want that product or service." 2. "Im going to need an extra unit of that product or service anyway (or, Im also interested in the additional product or service thats being offered)." 3. "Theyre offering me a pretty good price if I agree to buy more than one unit, so I will end up saving money in the long run." 4. "I might as well save some money and take the bundled offer right now."   Remember, marketing is simply a psychological battle that goes on in the mind of a consumer. Its a fight for balance between price and benefits. The winner will be the option that provides the best balance between price and benefits in the mind of your prospect. In other words, the better value in the mind of the consumer always wins.   What is "Value"?   Its important to know what value is when developing "packaged" products or services, so allow me to take a moment and explain the true definition of "value." Value is   Always variable depending on the consumer Based on perception rather than reality A tradeoff between price (the customers investment) and benefits (what she gets)   I like to think of value as an equationValue = Perceived Benefits / Price. Now lets play with the value equation to see how it works in the mind of a consumer.   Scenario 1 - If Price goes up, and Perceived Benefits stay the same, Value goes down. Scenario 2 - If Perceived Benefits goes up, and Price stays the same, Value goes up. Scenario 3 - If Perceived Benefits goes up, and Price goes down, Value goes way up! As a marketer, you always want to position your offer with the value going up. To do this you must either lower your price, increase your benefits, or increase your benefits more