“But if I give my best stuff away, no one will pay for my expertise.”
This is a common concern I hear all the time.
So let’s cut to the chase and clear up this myth.
Early on when Cheryl and I started seriously studying Internet marketing, we learned the concept of “moving the free line.”
Successful marketer Eben Pagan coined this term when he demonstrated how he used it on his Double Your Dating business under the pseudonym of David DeAngelo.
The idea is that you give away free value up front to convince people that you are worth listening to…and eventually buying from.
In other words, blow people away with free content so valuable that they’ll be more than willing to buy from you after they know, like, and trust you.
It made complete sense in theory, and even better – we found that it worked.
This is where everyone usually balks. But think about it.
Free stuff is given away every day. Emails, phone calls, videos, music. We expect free stuff.
So as an Internet marketer, you have no choice but to do the same if you expect anyone to pay attention to you.
Rich Schefren, another marketer who took the Internet marketing space by storm used this same idea when he unleashed his Internet Business Manifesto.
BTW - Rich's manifesto was the inspiration for our "Deadly Dozen Manifesto"
as our free offer when you optin at CyberFunnels™.
There are always those “secrets” that the marketing gurus never share with you except in their high-priced courses. So here they are 3 insider tips that we've learned from experience:
1) Free content should be incomplete
The purpose of a free offer is to give easily digestible information that answers one pain point, one burning question that your target audience has.
If you overwhelm them by answering all of their questions you’ll end up overwhelming them instead of helping them.
Pro Tip: Never give away the farm.
2) Free content should focus on the “what” more than the “why”
The best free offers should be consumed in one sitting (or at least break it up into a series of easily consumed content.) If you go too deep into the “how” you’ll lose your audience’s attention.
Sort of like giving away the first few chapters of a book for free to get their undivided attention while keeping the rest of the book available to paying customers only. Amazon literally does this all the time.
Another riff on this is the “missing chapter” strategy.
Pro Tip: Never give away ALL the steps to a system or process.
3) Free content should have zero barriers to entry
This is why the best landing page optin forms require as little contact information as possible – first name and email. Often only an email address.
People are willing to jump through hoops only after they have experienced great value without any financial commitment on their end.
Pro Tip: Never give away ease of access.
Your job is not to try and impress new visitors to your website how amazing you are in one piece of content. Your job is not to make them feel that they will never be as successful as you.
If you can share something of value that will immediately give them hope that you understand what they are going through.
If you can leave them with one action item that they can turn around, implement and see an immediate result.
If you can capture their interest long enough to look forward to hearing from you again, you’ll have done your job.
Seize the day!
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