Let’s discuss a new way of thinking about your free offers – a more advanced, strategic way – and one that’s ultimately more helpful to your audience.
A simple Google search can yield a huge amount of information and ideas. There are all kinds of articles and videos your prospects can consume to get the basic information about your topics.
So people skip signing up for your free offer if they can get the same information elsewhere.
Also, your content might not be unique, and therefore you won’t stand out in a crowded marketplace.
How many ebooks, audios and videos do you have on your own hard drive that you “mean to get to,” but you have not consumed? Your audience is just like you.
Your prospects are busy people. Yes, they can Google your topic and find a huge cache of information, but they don’t know what’s important, what pitfalls might appear, and how to implement all these ideas. And they don’t have the time to figure it all out.
Information overload creeps in and they do nothing with all the information they’ve gathered. Or worse, try something and fail dreadfully.
How can you make them more successful?
If you want to build your mailing list, offer content that’s easy to consume: a checklist, a short video, a 3-page ebook. Think bite-sized nuggets of information that they can apply immediately.
Consider creating a short series of these bite-sized content pieces, so you always have a new offer to share with the world. This is especially helpful if you’re sharing your free offer via social media.
Bonus: it’s much easier to create short content, which frees up your time!
Do you have prospects on your list who have signed up for multiple free items – but never purchased anything?
The problem with giving away free information is that you train your prospects to always look for free information from you. At some point, you want to convert that prospect into a paying customer.
Why not start with an inexpensive offer that gives them deeper information and a way to plan an implementation path? Remember, they don’t just want information, they want your insights about what’s important and how to implement.
An added benefit of a low-cost offer is that people are stepping up their commitment level by purchasing something. These are the serious prospects who really want to move ahead. Therefore, these are the prospects most likely to purchase your higher-priced offers.
We are rapidly approaching the time when free offers will lose their effectiveness as a lead generation tool. What’s your plan for when your prospects ignore your freebies?
P.S. Did you find this article helpful? Leave a comment – I’d love to hear how you’re using these ideas.
Never give up. It’s the cow who goes out into the field every single day who produces the most milk, not the one who says, “Oh, shoot, I’m feeling a little low today. I think I’ll stay in the barn and watch some Oprah.” –Karyn