Think about this. An event host promises a “fabulous, loaded, swag bag” as a bonus for attending an event. You bite, get your bag and when you open it up it’s full of postcards, bookmarks, a cheap pen, maybe a mirror if it’s a women’s event, possibly a tin of mints. Love the mints, but they do not “fabulous” make.
I once attended an event where the host did promise a fabulous bag and she was right. Everyone attending got to choose a shoulder style computer bag in various styles and colors manufactured by one of the sponsors. Now that was fabulous! I still have it 5 years later. Do you have that mirror, that bookmark?
Point is, even free, (which usually isn’t without some reciprocation,) comes with an expectation of value. This includes whatever you are giving people in exchange for their email address and then their time to digest whatever it is you have given them.
More than likely you have a free offer on your website or on a free-standing landing page. These pieces of engagement, (aka ethical bribe, lead magnet, XXX,) must be of value to the potential user. And in the world of free content, the competition is stiff.
It’s no longer competitive — or valuable — to give a chapter of your book or an opportunity to have a call with you. It’s not that time with you isn’t valuable. It’s just that, well, it’s not the right value at the right moment.
How is your free offer doing?
By doing, I mean is it converting people from browsers to action takers? If you are getting a fair amount of traffic to your site, (google analytics will give you that information and lots more, and its free,) but people are not opting in for your free offer, then it’s time to do some detective work.
You can download my checklist of what makes a good — and valuable — freebie. No opt-in required. If you do offer a free call with you or a pdf of your book, you’re going to want to read this info-list on what’s working now and how to make yours packed with value.