There’s something of a myth in online marketing around how to get more customers, simply offer enough great free content and people will naturally buy your stuff. But the fact is, just giving valuable content doesn’t always sell your products or services, no matter how valuable the content might be.
That’s why Milana Leshinsky of http://milana.com/newblog/ advocates that marketers connect the dots between their free content and their product and services.
She says the first few times she gave wonderful free content, she got all kinds of thanks and accolades BUT not a single sale. Learning from her mistakes, she now says there should be only one clear, logical step after they consume your free content, and that’s to buy your stuff.
Here’s how she does it:
I would add a couple of things to this.
First, always keep in mind that for the most part, you’re going to tell them what they need to do, but not HOW to do it.
“You need to get your energy and focus up to it’s highest level so you can achieve your successes and dreams as easily and effortlessly as possible.”
But with the exception of the “ah-ha” moments, you don’t tell them HOW to do it. That’s for the paid product.
Second, don’t be afraid to mention that there is an optional paid product / service at the end of your free content. Use phrases like, “if it’s right for you” and “you might choose to stay with us and go to an even higher level” or whatever is appropriate.
You’re letting them know you will extend an invitation to them when they reach that point in your launch process or sales funnel.
And who doesn’t like invitations?
You’re priming them to expect a great offer that might change their life, rather than springing it on them seemingly out of the blue. This alone can work wonders for increasing interest and sales ultimately getting more customers.
One last thing…
You sometimes hear the advice that you should give away your very best content.
Supposedly when you do this, people will think, “If s/he’s giving this away, imagine what s/he’s selling!” And they’re right, people will think this.
HOWEVER, what happens when those customers consume your paid product and realize that you did indeed give away your best stuff for free and charged them for the lesser information? They’ll lose their belief in you. And you’ll lose future sales.
Giving away your very best content is something that fly-by-nighters do, not savvy marketers who are in business for the long haul. Sure, you should give away some tasty hors d’oeuvres, but save the main courses and desserts for the paying customers only.
Download’able Quote Card “How to Create Free Content To Get More Customers”