As part of my series on building a responsive email list, I want to start from the beginning—specifically, with how to get subscribers to add to your list.
And that starts with your free gift.
Your free gift is what your subscribers are opting in for (i.e. giving you their name and email address in exchange for a freebie). They’re also known as “pink spoons,” “ethical bribes” and “lead magnets.”
Free gifts are typically something digital and downloadable, such as a checklist, a template, book, video series, report, etc.
At the moment (and this can change in a heartbeat here in Internet Marketing land), the hottest free gifts are templates, checklists, and books. Those are the gifts people are looking for.
Does that mean you must offer one of those? Not at all. It’s just that those three types tend to get the higher conversions (in other words, those are the gifts that people are opting in for at a higher percentage).
If you don’t have a strong opt-in gift, you’re going to struggle to grow your subscriber list.
Wondering if there’s a secret to creating that strong opt-in gift?
There is! More than one, actually. Here are three questions to ask yourself, and some tips to get you started:
1. Does it cover the main issue that is keeping your ideal clients up at night?
Now, in order to know the answer to this question, you need to know:
Once you know the answer to those two questions, then you can narrow down your gift to provide a solution to the biggest thing keeping them up at night.
An example of this would be a healer who helps with a variety of issues. Rather than try and cover a laundry list of ailments, just pick one to focus on with your gift—the most urgent one.
So, maybe you do something around getting out of pain or improving your sleep. I suggest keeping it simple—just make sure it addresses a real pain your ideal clients face.
In addition, don’t get too far ahead and start solving problems your ideal clients don’t know they have. For instance, one place I see this a lot is with coaches who teach self-love. A typical freebie for them may be something like 10 Ways to Create More Self- Love.
Now, do we need more self-love? Absolutely. But most people don’t see self-love as the answer to what’s keeping them up at night.
A better title would be something like 10 Ways to Get Out of Overwhelm.
See where I’m going with this?
A lot of people who struggle with self-love also struggle with overwhelm. They want the solution to the overwhelm—they may not see how self-love fits into the equation yet.
The best free gifts solve problems your ideal clients know they have, not ones YOU know are the problem.
2. Is it specific?
The Internet is littered with entrepreneurs and marketers who abuse the privilege and honor of being entrusted with someone’s email address. They send lots of marketing materials and very little content.
So, it’s no surprise that people are very wary of sharing their email address.
But, if they really, really want your free gift, they’ll be more likely to do it.
And, typically, free gifts that are focused on specifics do better than those that are very generalized.
So, for instance, a free gift entitled “10 Tips to Improve your Social Networking” is okay. But a free gift like “10 Tips to Rock out Your Instgram” is much stronger.
People who have a grasp of one or two platforms may not be all that keen on getting the first example gift, but if they haven’t mastered Instagram, that would definitely be appealing to them.
3. Does it easily lead to your paid programs or services?
A hot free gift doesn’t do you much good if it doesn’t easily lead to a paid program.
So, if you take the Instagram freebie example, you should have some sort of paid program to help with Instagram, or this particular freebie would likely not be a great fit for you.
The idea here is that, with your free gift, you provide a solution, and that solution easily leads to your paid offers.
So, if we go back to the healer example, maybe you give them 10 tips to help get out of pain temporarily, but if they want permanent relief, they’ll need your paid programs.
Or, in the coaching example, you introduce your overwhelmed ideal clients to the power of self-love, but they’ll need your coaching to really learn to love themselves.
See how that works?
Having a powerful free gift is a great way to add people to your subscriber’s list, and ultimately, to get more clients, and make more money.