Freebies... Your Chance To Shine and Get More Subscribers!
December 09, 2010
Posted in PREselling
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If you can, it's a good idea to entice visitors to sign up for your e-zine or newsletter by offering a freebie of some sort. The greater the perceived value of the freebie, the more effectively you'll be able to solicit subscribers with it!
Some examples of popular freebies? Sure...
E-books, especially those with an attractive cover always draw attention. Special reports, insiders' tips, and e-courses work wonderfully as well. If you're the adventurous type, you can always buy the resale rights to a product and provide that to your visitors.
Of course, free does not mean that your freebie should be cheap or ill thought-out. This offer will often be your customer's first true experience with some kind of product from your company -- yes, even if it's only your newsletter you are promoting.
Do you want your customer's first exposure to you (beyond the Web site) to be a negative experience? Or would you rather that she marvel out loud...
"Wow! If that's what their free products are like..."
Think about it. You're on my website, interested in my content and close to subscribing, but a bit unsure. You check out the freebie. It's lousy. What's your next move? Yup... Bye-bye subscribe.
What a shame! You convinced your customer to exchange her e-mail address for your freebie. Then, just when you had the chance to shine, you convinced her that your products are poor.
Of course, by tempting your visitor with a freebie, you're actually working to fulfill your back-up MWR ("Most Wanted Response"). But don't expect the freebie to do all the work for you. Most marketers "in the know" offer something to their visitors in exchange for an e-mail address. So don't expect your goodie to leave your visitor breathless in anticipation. Chances are she has seen plenty of "free offers"... and has been stung by plenty of inferior ones! Really work to establish the perceived value of your freebie.
How do you do that?
You have to presell your offer. Explain the benefits and use riveting copy.
Show concretely that you value your visitors. Offer a freebie that is worth their consideration. Accomplish that and you will get new subscriptions. Now just make sure that your e-zine doesn't disappoint. You want your e-zine to build long lasting relationships, part of the "P" in SBI!'s C T P M process.