The free e-book is dead.
Light a candle. Say a prayer. Say goodbye.
Let’s talk about the lifespan of the free e-book shall we?
You download it. You skip through a few pages and then it dies a HORRIBLE death on your hard drive. Womp. Womp.
You get an email from the freebie writer and it’s something you don’t need. You unsubscribe.
That free e-book? It is still on your computer. Ignored. Neglected. No love.
Here is the thing: a free e-book can get people on your list. Yep, it IS a good list-building tool. But once they get there, will they stay? Not necessarily.
Do you need a million people on your list? Not really.
It’s really time to restructure the conversation around “list building.”
Your list isn’t just a way to collect people. It’s a gathering place for future clients. It’s a place for you to form relationships with the people who NEED what you have. If your list isn’t serving that purpose, you might as well NOT have one.
It is important that as business owners we are always thinking about the TRUTH of what our business needs. Not what we SHOULD be doing. Not the things you SHOULD have.
I know SEVERAL people with huge lists and next to no money. Big lists do NOT equal more money. And do you know WHY they have big lists with no money? Because none of the people on their lists plan on buying from them anytime soon. They just wanted that free report, yo.
And free e-books are no longer a proper incentive for people to sign up for your list because EVERYONE has them. We don’t have the “OH FUN, free e-book” feeling. We have the “Oh, another free e-book. Guess I’ll download it.”
And that doesn’t help anyone.
it’s time to change our strategy.
How can we get high-quality prospects on our list who will ACTUALLY become clients some day?
The 5 dollar gift + the challenge
Instead of “sign up and get a free e-book” how about:
sign up to get _____ for the price of an extra value meal (save the calories, feed yo’ biz)
In fact, my opt-in will be changing to say this:
Sign up to go from 0 to Brand Clarity in 5 Days AND
Get access to A Field Guide to Bangin’ Bios ( $35 value)
for the price of a cup of coffee
People who are interested will sign up, get the 5 day challenge and get a coupon code to get the book for a lower price.
Why? Because if people PAY for it, they feel like they more obligated to read it AND they have already made the investment in you and themselves. $5 is just the right enough money to feel like you are paying but not paying a lot. You can even up the price to $10. Easy buy and they will DEFINITELY read it. We value what we pay good money to get.
The use of a mini digital course or “challenge” works really well because it’s interactive and it’s a built-in velvet rope policy. You’ll be all up in your potential customer’s inbox for 5 days. If they don’t like hearing from you that much, guess what?
They shouldn’t be on your list. And they weren’t gonna buy from you anyway. Could you imagine if your favorite business coach emailed more than once a week? You would LOVE it, right?
And if your little challenge is REALLY good, they’ll take you up on that 5 dollar e-book offer and any other service offering you provide.
And the best thing about doing things this way? You can make MONEY right now. And you KNOW I LOVE that.
Your list WILL grow more slowly but everyone on it will want to be there because they have already put in the work, they trust that you do great work and they will be excited to learn more. And that is a powerful thing.
So, in review:
- The free e-book will get people on your list but there is no guarantee that those people will subscribe OR buy from you again in the future.
- The $5 Gift is a GREAT way to get the right people on your list AND make sure that your work doesn’t end up on the hard drive graveyard.
- The Interactive Opt-In/ 5 day challenge is the perfect velvet rope policy for your list
- The goal is to have a group of people on your list who WANT to learn more from you and eventually plan to buy your products and services.
How can you utilize the $5 gift to create a high-quality list? Do you think the e-book is dead? Post some of your ideas here!
If you want to learn how YOU can create a interactive opt-in that will attract your perfect people AND learn how Yoda makes sure he is only keeping the right Jedis on his list, pick up my new book!
It’s my super actionable short and sweet guide for creating killer newsletters that act as playgrounds for your potential customers. Don’t talk at your people. Learn how to start having conversations. It even doubles as a drinking game. Learn more here or