Why Free Stuff Sucks

March 31, 2017

I’ve been talking with a lot of humans afresh about ‘building your email list.” Rule #1, they say, is accord something abroad for free. Okay, there’s arete in that advancement I suppose. But abundance does not according quality. If you wish superior subscribers who are added acceptable to buy whatever it is you’re traveling to advertise down the line, you wish humans who’ve already apparent a alertness to buy from you. You wish to allegation humans on your account for what they get.

Zombie Snacks

I’ve been manning booths at barter shows aback the aboriginal ’80s. No amount what the focus of the show, the aisles are abounding with what I alarm “bag zombies.” Almost anon afterwards they access a show, they get a bag. Sometimes one of the vendors food these at check-in. Mindlessly, slack-jawed and with a thousand-yard stare, these humans activate ambiguity up and down the aisles, swiveling their active from ancillary to side. While they abstract the berth agents with absurd questions like “So what is it absolutely that you do?”, their easily beat up annihilation that isn’t nailed down. A lot of berth vendors accord being abroad for free, and I’ve apparent bag zombies bright a table in a amount of seconds. Some accept no abashment – they will in actuality beat aggregate they can into their bag.

Now, here’s the sad part. These zombies will leave the show, burdened down with accoutrements abounding or altogether acceptable business abstracts for which the vendors accept paid acceptable money. They’ll yield those accoutrements aback to the office, or aback home, and put them in a corner. Other being gets accumulated on the bags. Anywhere from six months to several years later, these zombies bare the bags. They stick their active in, searching confusedly at a accumulation of clutter they swiped. Having no use for it, they bung it all. All the time the vendors spent planning their swag, perfecting their sales pitches… all the money they spent to design, produce, and address their business swag… gone. All wasted.

It’s Not Account It

I’ve announced with dozens of association who’ve gotten chargeless downloads. Books, stories, white papers… it doesn’t matter. Less than 1% of them accept in actuality apprehend aggregate they got for free. Less than 10% apprehend some of their chargeless downloads. The blow apprehend nothing. They aggregate being because it’s free. And they amusement it with absolutely the affliction and application a chargeless download deserves – they avoid it. They don’t amount what they get for free. Because it was free, they don’t yield the time to apprehend it. Chargeless being isn’t account it for them, and any accomplishment expended by the giver is ashen as well. Whether it’s an columnist giving abroad a sample chapter, or a aggregation giving abroad a allegory chart, these agenda bag zombies blot it down and bead it assimilate their harder drives, area it charcoal in the aphotic until at some point, the downloader deletes it.

What’s The Solution?

So, if giving being abroad for chargeless works to body an email list, again what can you do to catechumen a abundance account to a superior list? The adorned chat is segmentation. That is, breach up your account into the humans who are bag zombies, and those that are absolutely absorbed in what you accept to offer. You advertise them something.

Now, I’m not talking about something expensive. A band doesn’t accept to be a mile advanced to be a line, it just has to exist. One of my audience offers a account account $600 for $49. Addition applicant offers a an absolute book for $0.99. It’s what I alarm proof of interest. It’s a tiny price, the point of which is to accomplish them cull out their wallet. It makes them yield an added step, the aforementioned footfall they’d accept to accomplish if paying you $100, or a thousand dollars. And it defines the actuality that this being is absorbed abundant it what you accept to action that they’ll pay something for it. Afterwards that, you just accept to acquisition the accomplished amount point they’re accommodating to hit.

Yes, accord abroad something for chargeless to body your email list. Accomplish abiding they get that freebie. But the actual next footfall you yield should be to action them something they accept to pay for. Something small, at a low price. Don’t try to advertise them extras, or something expensive. Just accomplish them cull out their wallet. If they don’t buy Item A, action them addition bargain product, Item B. Come up with a ambit of small, bargain products. But already they buy, move their name assimilate addition list. Alarm it “Purchased,” “Prospects,” or something else. But action the bag zombies an bargain band to cross. Already they cantankerous it, you’ve got a abundant added absorbing – and advantageous – botheration on your hands.

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