Format Values Where This Formula Is True For Any Letter The Art of Give Away Marketing

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The Art of Give Away Marketing

As a lifestyle marketing success coach, I frequently advise online marketers and brick and mortar entrepreneurs on ways to sneak new customers into the sales funnel. Every successful marketer knows that a ‘call to action’ is only as good as the value perceived by the potential customer.

How to spice up an irresistible offer

In an Internet-based marketing campaign, the effectiveness or split-testing of your call-to-action is the difference between different button colors and font types. Fortunately, one tried and true technique for increasing opt-in conversion rates is offering an attractive ‘give-away’ as a reward for a viewer’s action. Oh…but what gives…

Below are two easily adaptable techniques to strengthen the value of your offer and multiply your marketing conversion rates.

Surveys and Consulting

For internet marketers, leveraging online surveys as a pre-requisite to short scheduling, 1-on-1 consulting is a very effective proposition. This works best if you have already developed an industry reputation, or can position yourself as an authority.

When consulting is positioned as all about potential, you also get value. In addition to building your all-important mailing list, these sessions provide valuable market feedback as people respond to your message and the questions they ask. A well-structured survey identifies the respondent’s ‘pain points’ and prepares you to speak with authority to address their concerns.

Be prepared with answers to common questions and you will be perceived as a knowledgeable leader. Take your list of questions from surveys and consultations and build it into your marketing. There is no faster way to establish yourself as an authority by offering answers to common problems.

Important: Do not pitch your product or opportunity in this initial session. You’re not closing a quick sale, you’re laying the foundation for a long-term relationship. The practice of “giving” first, before asking someone to open their wallet, is a key technique in Web 2.0 (social media) campaigns.

There are many online survey services available. SurveyMonkey, for example, is easy to use and offers a free level of service with adequate functionality.

Special report

Another effective marketing ‘give-away’ is anything you might refer to as a “special report”. Original content is great, but new marketers will be relieved to know you don’t have to write it yourself. If you find something online that has helped or inspired you, it will do the same for others. You must, however, give credit to the original source, so choose wisely.

Here is an example. Have you ever read “The Coffee House Letter” (http://bit.ly/CoffHouse)? It has made its rounds on the Internet, but is often referred to as the standard in the ‘long copy’ market position.

The formula used in the coffee house letter is simple:

  1. Identify the problem
  2. Expose the reader to pain
  3. Present the solution.

This ‘long sales copy’ style achieves several goals:

  • The reader’s attention is drawn
  • He tells the story
  • Removes objections through supporting material
  • The tire sweeps the kickers (due to its length).
  • Precedence pre-qualifies
  • Presents a strong call to action

Pages based on a ‘coffee house-esque’ format can be used as landing pages or special report giveaways. A “special report” offer will attract browsers, then your business consulting will position you as the leader they are looking for, and the resulting relationship will convert browsers into loyal buyers.

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