Early investment can help other people invest. They will see that the project tokens are buying and that means they are interesting to other people.
If the project has a nice idea it is not necessary to look at other investors. We are planning to attract people through our unique services.
So I explain to some people that for promising projects there is no need to make bonuses and discounts - so they will collect the required amount of investment during ICO.
It seems to me that bonuses should be given at the initial stages. This stimulates investment, of course, if the project is quite popular, then less money should be spent on advertising.