If you have a Z68/Z77/Z87 motherboard, pick up the SSD. It can be used for Caching which will make a big difference in terms of performance. It's easy to set up.
If you have a K Unlocked CPU or an AMD unlocked CPU (that's not one of the above platforms) pick up the cooler.
If you absolutely need to spend your money on something, get the EVO. I'm always a fan and big advocate for aftermarket cooling, if only for the sound.
But make sure it is something you actually want first, though.
If you have a Z68/Z77/Z87 motherboard, pick up the SSD. It can be used for Caching which will make a big difference in terms of performance. It's easy to set up.
If you have a K Unlocked CPU or an AMD unlocked CPU (that's not one of the above platforms) pick up the cooler.