Why by the cow when you can get the milk for free?

Craig Garber — Fri, 05 Jun 2009 18:32:00 +0000

The other day we were talking about a critical mistake people make when generating leads: not selling enough, because you simply presume everyone’s going to want your stuff since it’s free.

If you missed that one and you want to see it, just check out the entry from yesterday.

Anyway, another HUGE mistake that’s made when you’re trying to generate leads is not putting a value on whatever it is you’re giving away.

So for instance, if you’re putting on a webinar, people are going to be a lot more excited about taking the time out of their busy schedule to attend, if you’re letting them know the value of the webinar — and why.

Same thing with a free report. Wouldn’t you be much more excited about reading something that’s not available anywhere else, and that’s worth $97 dollars, as opposed to reading something with zero value?

Of course you would, right?

And see, unless you give whatever it is you’re offering, a value… then your prospects will simply presume that value to be ZERO.

And you know the old expression, why buy the cow when you can get the milk for free, right? Well, in this case, even though there’s no “buy,” per se — there is an investment of time, which… for sharp people, is worth far more than money.

So make sure you’re giving your gifts, bribes, widgets, and information, a value. Otherwise you’ll be up the creek without a paddle.

Moo.

Now go sell something, Craig

P.S. In the June Seductive Selling Newsletter, I have come up with literally one of THE most brilliant marketing campaigns ever, designed to sell a very high-priced service to the affluent marketplace. You have my word this isn’t something you’d ever think of. Get it free at http://www.kingofcopy.com/ssnl (watch the goofy video!)

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The biggest "free giveaway" mistake

Craig Garber — Wed, 03 Jun 2009 15:49:00 +0000

A big mistake people often make when they’re trying to generate leads by giving stuff away, is not selling hard enough, or not selling at all.

And here’s why: People foolishly think if you’re giving something away for free, then everyone should automatically want it, because it’s free.

Wrong-o, daddy-o.

This is flawed logic. First of all, you don’t want “everybody” to respond to your ads, you only want those people who want what you’re selling, and who are qualified to buy from you, to respond.

Me personally, I have the patience of a hungry saber-toothed tiger. The last thing I want or need, is someone wasting my time. But… your mileage may vary. Perhaps you enjoy wasting your time, I don’t know.

But if you don’t, you’re going to want to qualify or disqualify those buyers you do and do not want to come into your marketing funnel. Very important.

Second, what you’re competing for, really, isn’t a name and contact information. You’re competing for your prospect’s attention.

And attention is a very expensive commodity, especially today, when we’re all so deluged with so much responsibility and so much tension. Your prospects have too many things to do and not enough time to do them in… too many bills to pay and not enough money to pay them with.

So you’d better be making a pretty compelling offer if you want their attention — even when you’re giving something away that’s free.

You’d better sell the reasons why they should respond to your free offer, by pointing out all the salacious benefits (Salacious — that’s a cool word, isn’t it?) inside, and all the “what’s in it for them?” things you can.

The bottom line is, if you’re not making your offer worthy of your prospect’s time, then rest assured, they won’t either – free or not. And then, the ONLY people responding to your “free offers” will be “free loaders.”