Why No One Wants Your Free Report
I recently ran a WSO where I offered a free report about the difference between being “busy” and “Taking Action” .
This was the same report I offered to my mailing list and mentioned in my last blog entry that many of
you picked up. At the WSO this report was downloaded over 600 times with nearly 1,000 page views and 44+ comments as of this writing.
Many people subscribed to my list and visited here because of that offer and I thank you for giving me the opportunity to serve you!
I often see posts in various marketing forums and the WF about people having trouble giving away free reports and some have even wondered whether that technique even works anymore. I can say it DOES work!
Here are a few things I have learned from this experience that I hope will help others.
1) Your free report HAS to provide value TO THE READER, NOT YOU!
Too many write free reports and load them up with affiliate links and such. I think those days are over because other IM’ers are on to what you are trying to do and the chances of your report going viral is slim.
No one wants to pass a report on to their list where YOU get the biggest benefit, and not their readers.
By packing free report with affiliate links you are providing value for YOURSELF, not the reader.
In my report I had no affiliate links and only a link to my website in the footer of each page. This has seemed to work well because I have received emails from other marketers offering to their list (I know this because I happen to be on their list and it is exciting to see that happen.)
2) Your name and reputation are more important that your affiliate link.
Build a name for yourself as someone who provides quality information first before you start telling people how they should spend their money. A recommendation from a TRUSTED source is what gets people to click. Don’t try to get someone to pull out their credit card when they have first met you. It’s like trying to get a kiss on the first date, chances are you will get slapped.
When I see an offer from Kevin Rielly, I click. When I see an offer from Big Mike, I click. When I see an offer from Tiesto, I click.( And many others!) But compare the number of posts made by those individuals to the number of offers they have made!
I received value from them LONG before they ever asked me to purchase something.
3) Don’t require an opt-in for your free report, but offer one.
I have tried this both ways and I have to say that I get far more opt-ins by NOT requiring an optin for the free download. It’s a numbers thing. By NOT requiring an opt-in you get MORE people who download your report which yields in more opt-ins. It sounds backwards, but it’s true!
Until you have developed a name for yourself as one who provides outstanding quality, many people will click on your link for your download and hit the back button as soon as they see a required optin form to get it.
Free means free. Requiring an optin is still “charging” someone for it imho.
The WSO I ran had a 61% optin rate, even though it wasn’t required. I was pleased with those numbers. Again, by not requiring an optin, you are showing that your first concern is providing value to the reader.
4)Make sure that your free report is of high enough quality that you could have sold it if you had wanted.
Giving away a free report is a waste of everyone’s time if the content reads like it should be free. Giving away something for free is only beneficial if it COSTS you something. Again, I know that sounds backwards, but it is true.
5)Ask for feedback.
Just because you are giving it away for free doesn’t mean that don’t have a responsibility to improve on it.
In case you didn’t get to pick up the report I’m writing about, you
can get a copy here:
http://www.marketingtoolstoday.com/busy-thanks.php
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Comments
Michael,
I’ve been using these same principles…good value…and if the reader appreciates it they’ll respond. And respond they have! Provide the content they are looking for and ask, not require, and folks will be happy to respond to your request whether it’s for an optin or to buy an offering.
Keep up the great work, Michael. I’ve enjoyed watching you these past few months.
Teach
Hi,
I am very relieved to know that free reports still do work.
And your advice to put the interest of the customer first is superb.
Rgds,
Martin
Hi Michael!
I found your report on the Warrior Forum & downloaded it immediately, despite the fact that the title was so acute, it was painful. A nudge I sorely needed . . . That’s value.
Value for the reader always distinguishes successful products (& marketers). I’ve gone from disappointed to disgusted by the proliferation of “short reports” that are little more than a collection of sugar-coated sales links. I’m tired of ebooks that use bad typography & way too much white space to pad out pitifully thin content.
But it would be sad & strange indeed if a report of real value couldn’t be given away.
Thanks for yours!
~ Kat
Thanks for confirming where so many marketers go wrong - they’re focused on getting something from the visitor with as little effort on their part as possible.
Like you, I try to learn from the example of some marketers that I respect. They come across as real people who have given me good service as well as good products in the time I’ve been on the Internet.
They’ve never let me down or pushed something second-rate at me, just for some quick benefit to themselves.
To be truly successful, we need to find out what the visitor wants, do our best to provide it and focus on building a mutually beneficial relationship.
Thanks, John Williams
This is one of my favorite posts in recent months. I’m taking it to heart with my next free report. I just need to figure out your DLGuard tricks (or read an FAQ) so I can offer an opt in without requiring one.
I read your report and gave it very positive feedback because I feel the same exact way as well as everything in the busy report is true! It boils down to those 6 letters and without it one will NOT succeed!
I would recommend this report to ANYONE who has not tasted any success or wants to take their success to the next level!
Jen
p.s.
Hope I get a chance to review the upcoming report you announced writing a chapter for.