The Art of Give Away Marketing
As a Lifestyle Marketing Success Coach, I’m frequently advising online marketers and brick and mortar entrepreneurs, alike, in ways to entice new customers into the sales funnel. Every successful marketer knows that a ‘call to action’ is only as good as the value perceived by the potential customer.
How to Spice Up an Irresistible Offer
In an internet-based marketing campaign, the effectiveness or your call-to-action is the difference between and lose sleep over split-testing different button colors and font types. Fortunately, one tried and true technique for increasing opt-in conversion rates is offering an enticing ‘give-away’ as a reward for the viewer’s action. Oh…but what to give away…
Below are two easily adaptable techniques to bolster your offer’s value and multiply your marketing conversion rates.
Survey and Consultation
For internet marketers, leveraging an online surveys as a pre-requisite to scheduling a brief, 1-on-1 consultation is a very effective offer. This works well if you have already developed an industry reputation, or can position yourself as an authority.
While the consultation is positioned as being all about the prospect, you receive value as well. In addition to building your all important mailing list, these sessions provide valuable market feedback in the form of the people who respond to your message and the questions they ask. A well structured survey identifies the respondent’s ‘pain points’ and prepares you to speak with authority in addressing their problems.
Be prepared with answers to common questions and you’ll be perceived as a knowledgeable leader. Take your list of questions from surveys and consultations and build it into your marketing. There is no faster way to position yourself as an authority than by offering answers to common problems.
IMPORTANT: Do Not pitch your product or opportunity during this initial session. You are laying the foundation for a long-term relationship, not closing a quick sale. The practice of “giving” first, before asking anyone to open their wallet is a key technique in Web 2.0 (social media) campaigns.
There are many online, survey services available. SurveyMonkey, for example, is easy to use and offers a free level of service with ample functionality.
The Special Report
Another effective marketing ‘give-away’ is anything which you can refer to as a “special report.” Original content is great, but new marketers will be relieved to learn that you don’t have to write it yourself. If you’ve found something online that helped or motivated you, it will do the same for others. You do, however, have to give credit to the original source, so choose wisely.
Here’s one example. Have you ever read “The Coffee House Letter” (http://bit.ly/CoffHouse)? It has made its rounds on the internet, but is often referenced as the standard in ‘long copy’ market positioning.
The formula used in the coffee house letter is simple:
1. Identify a problem
2. Expose the reader’s pain
3. Present a solution.
This ‘long sales copy’ style achieves multiple goals:
* Grabs the reader’s attention
* Tells a story
* Eliminates objection through supporting content
* Weeds out tire-kickers (due to its length)
* Pre-qualifies the lead
* Presents a strong call to action
Pages based upon a ‘Coffee House-esque’ format can be used as landing page or a special report give-away. The “special report” offer will attract browsers, then your business consultation positions you as the leader whom they are seeking, and the resulting relationship converts browsers into loyal buyers.
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