4 Things You Must Know When Creating Your Irresistible Free Offer
Now that you know the 8 components of a successful website opt-in box, you have all the information you need to create an awesome opt-in box. But, even though your opt-in box has all the right pieces and works the right way … it may not actually work to build your list?
What?!
If your free offer — the thing you’re giving away for free in exchange for their name and email address — isn’t what your visitors want or need, they won’t sign up and enter their name and email … even if your opt-in box is awesome!
Here’s the first thing you need to know about your opt-in free offer:
Your free offer needs to be irresistible. It needs to be extraordinary. It needs to be incredible. It needs to be valuable. It needs to be amazing. It needs to be so good that your first instinct is to charge money for it, and that it hurts a little bit at first to give it away for free.
Why? Because it really isn’t free. You may not be asking for money, but you are asking for their email address, and in today‘s climate of overcrowded, bulging inboxes that pretty much never reach zero, an email address can hold just as much value to your prospect as cash.
So how do you know if your free offer will be irresistible to your prospects and ideal clients?
You’re in luck, because figuring this out isn’t as hard as it sounds. There are only three other things you must know before creating your opt-in free offer to ensure that it is irresistible to your ideal clients.
1. You Must Know Who You Want On Your List
The first step to creating a successful free offer to use for your website opt-in box is to make sure you know exactly who you want to attract with your offer. Who is your ideal client? Who do you want to attract to your site? What type of person to you want to join your list so you can continue to market to them?
How do you know who your ideal client is? Your Ideal Client is some one who:
- Has problems and challenges you can easily fix and solve with your eyes closed
- Sees you as a valuable necessity they treasure, instead of a necessary evil
- Likes you, appreciates your hard work, and will tell their friends, peers, and contacts about you
- Pays you what you’re worth and is happy to do so because you’re worth it
By knowing who you want to attract with your free offer, you can tailor the development of your irresistible free offer (and the marketing for it) to speak right to them, making sure every bit of content is relevant, valuable, and useful.
2. You Must Know What Your Ideal Client Struggles With
The number one reason consumers go online, search the web, or perform a search with a search engine is to solve a problem or fulfill a need. That means that new visitors to your site have a problem or a need and they are looking for a solution.
They need help. Will you be the one to provide a solution?
It is critical that you understand the top three biggest challenges, pains, struggles, and frustrations that your ideal clients have — They are at best, looking for a solution, and at worst, looking for help to make it better.
3. You Must Know What Your Ideal Client Wants and/or Needs
To make your opt-in free offer irresistible to your ideal clients and ideal website visitors, it must provide something your ideal clients and visitors want and/or need — something they are looking for.
It needs to address or solve at least one of their top three problems. That way, when they reach your site and see your opt-in, they will:
- Identify with the problem you mention — “Oh my gosh! I have that problem.”
- Know they are in the right place — “It’s as if you are speaking right to me.”
- Feel relief at finally finding help/a solution — “Yay! I think this will help me, I should opt-in.”
If you know who you want to attract with your free offer, what they struggle with, and what they are looking for, you can craft the perfect irresistible free offer that will provide the solution they have been looking for (or at least a taste of it).
Just make sure you make it so good, you really want to charge for it.
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Feedback and Comments:
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Jan 18, 2012 at 06:56
Great points every one, Jennifer. It’s a great primer for those who are just starting out.
Sue -
Jan 22, 2012 at 09:23
Hi Jennifer, this is one of my favorite topics! Really great points here that are so often overlooked. I love that you pointed out why it needs to be so irresistible… “Because it really isn’t free.” The name/email is essentially a form of “currency” in the online business world.
Gone are the days of “give the what and why for free, save the how for fee” (GAG!!). The people seeking you out already know they need help. They are looking for a solution not to be convinced they need it. (Are people still creating info-crap from that philosophy? I hope not!)
When you successfully solve a problem it is evidence of your ability as a problem solver and it’s the fastest way to become a go to person in your niche.
The fear that bubbles up for entrepreneurs here is “But, if I solve their problem they wont need me anymore.” The reality is actually the opposite. Each time you solve a significant problem another one will emerge (it wasn’t top priority for them until you helped them solve the first one, and so on). Your “freebie” has to get them from A to B (not A to Z). You’re not giving them everything you know.
The key is to know the WHO so well that you already know what THAT next problem is. NOW, you start to transition from free to for-fee. Your paid offers become so timely that your ideal clients start to think you’re a mind reader! (And, as you continue to be that problem solver for your tribe, you naturally develop multiple streams of income.)
Told you I love this topic ;) I’ll be passing along your resources on this for sure! xo
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Jennifer Bourn Jan 23, 2012 at 07:27Awesome Gina – This is a hot topic for a lot of “been in the fishbowl for a while” entrepreneurs. You’re right. Gone are the days of give them the what and why and leave out the most important part – the how – so you can charge for it. Bleck! It’s time to deliver what’s needed.
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Jan 22, 2012 at 12:09
Ooh! Great thoughts. Our opt in isn’t really free! So true. Your post is so good and shareable. Sometimes my clients don’t understand this point – this should help.
I love Gina’s comment about taking them just from A to B, not A to Z. Everyone is on a knowledge continuum with each particular topic, and getting them to see some benefits or results right away will help strengthen our worth and elevate us as the go-to expert when they are ready to buy.
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Jennifer Bourn Jan 23, 2012 at 07:30
Exactly! It’s all about getting them to the logical next step. Just as you wouldn’t propose marriage on the first date, you can’t jump from free offer to big ticket program! You’ve just got to lead them to the logical next step.
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Jan 22, 2012 at 12:45
I love the fact that you put in there that your offer should be so good that it hurts, just a little bit, to make it free. I think there is so much “noise” out there these days that you really have to do something to make yourself stand out. I distinctly remember working closely with you and Brian when I was trying to put together my “Free Report” for my web site. You guys were amazing at helping me really reach down deep inside and write something that would really touch the soul’s of those visiting my site. So many people over the years commented on how they really connected with it.
As the consumer, I also completely agree with you. I may not buy right away when I download your free report (or whatever it may be), but I will definitely keep you in mind when I do need something. Things to all keep in mind as I start my new endeavor, whatever it may be…
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Jennifer Bourn Jan 23, 2012 at 07:36
Kristi – That’s they key – to spend time developing your email marketing free offer. Too many people just throw something together to get it done without really spending time planning and strategizing how it will provide value, how it will help their ideal clients, and how ti will eventually lead to more clients. Your offer worked because you took the time to create something of value. You showed your audience you cared and in return, they connected with it and hired you.
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Jan 22, 2012 at 03:58
Hi Jennifer,
This post really hit home to me. I have yet to create my free offer. I have plenty of ideas but I hadn’t actually ironed all the details yet. My target blog readers vary tremendously in skill level. So, it would be difficult (if not nearly impossible) to create content that satisfies the needs of everyone. You’ve helped me realize that I need to focus on my ideal client and fill their needs. Thanks for a great post and thanks for dropping by my blog and leaving a comment too. That’s how I found you!-
Jennifer Bourn Jan 23, 2012 at 07:32
Awesome Sherryl! Thank you so much for stopping by :) It really is all about focusing on your ideal clients … everyone else who may fit some of your ideal client profile will resonate with some of your message too – and your content will still help them. By focusing on your ideal client, you’re not turning anyone way, you’re just tightening up your message :)
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Jan 22, 2012 at 05:46
Jennifer,
Excellent points with step by step instructions to follow.
You rock it!
Mitch-
Jennifer Bourn Jan 23, 2012 at 07:38
Thanks Mitch!
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Jan 22, 2012 at 06:56
Jennifer,
I agree with Mitch – you rock it – every time :)!
Such useful information and a great guide for me to go and reaccess my Free Offer.
I know there is something else brewing and this article and tips got me motivated and inspired to do just that.
Thank you as always for the wisdom!
Brenda xox-
Jennifer Bourn Jan 23, 2012 at 07:39
Thanks Brenda – This article was meant to do just that! To give you ideas to create a new list building offer, or to get you thinking about improving your existing email marketing offer!
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Jan 23, 2012 at 06:27
Hi Jennifer! Great post! You make some really great points about creating an “irresistible” free offer.
In preparing your free offer, it’s so valuable to highlight, as you have, that people are searching to solve a problem and find a solution, and that’s exactly why, through search, they’ve come to your site.
This is your opportunity. You only have a few seconds so your title and positioning have to encapsulate the essence of your offer, in snapshot fashion! How can you make it unique sounding, while still answering their needs is the “cut-through” question? In marketing terms…
And, if you approach it from the Intention of genuinely helping people, with Integrity and Authenticity, it will show through in your offer. People will “feel” that…
Then you have double whammy!…
When I prepare any content, I find it invaluable to put myself in their shoes, understand where they’re at, and ask – what is that person looking for? What do they want? What might each individual be looking for?
And then, that free offer is only the first step, which grows after that in “relationship building”, which is a whole separate topic, eh! :-)
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Jennifer Bourn Jan 23, 2012 at 07:22
Kathy – You’re right – you have just seconds to grab their attention and capture their interest!
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Jan 23, 2012 at 07:14
Jennifer,
This is such a timely post. I’ve worked with several clients lately during Manyon Marketing Web Makeovers and when I ask the strategy behind their “Free gift” , many haven’t thought about it. They learned somewhere that the needed to entice opt -ins with a “freebie” but because there are so many moving parts to creating a website and webflow that truly works they missed the key ingredient – STRATEGY. This is one of the reasons I firmly believe that Strategy is KING and copy is QUEEN. They must work together in order for a website to be effective. I liken strategy and copy as the masculine and feminine energy of the website and, of course, design brings it all together so it’s visually pleasing and works together. :) The bottom line is people need to have a clear strategy, compelling copy and visually pleasing design so all the pieces of the website puzzle are working together to build relationships, attract ideal clients and ultimately increase income online.
Write on!~
Lisa Manyon-
Jennifer Bourn Jan 23, 2012 at 07:42
Ahhh Lisa – you’re speaking my language! We seem to always be saying the same thing :) It’s too bad that is most cases business owners just “stick something up there” to have an offer and get their site done… When what they really need to do is define the reason the free opt-in offer exists, create a strategy for list building and conversion, and then focus on creating value that solves a major problem of their ideal client.
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Jan 23, 2012 at 12:32
Thank you Jennifer for these excellent tips. Your timing is perfect. I’m thinking about creating a free offer.
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Jan 23, 2012 at 02:50
Awesome post, Jennifer. I’ve been struggling with the idea of creating a new free offer but not sure what I want to give. You list makes complete sense. I really like the idea of giving them what they need (duh, why didn’t I think of that:). Thank you so much for the inspiration.
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Jan 23, 2012 at 08:52
Fabulous post, Jennifer. I just want to highlight your point that you want to solve your ideal client’s top problems. This isn’t the place to try to sell them on how great your process is or something very “conceptual.” Your irresistible offer should solve a specific problem which people are actually looking to solve.
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Jan 23, 2012 at 10:21
GREAT post as usual Jen! What I appreciate most is that you remind us the offer is ALL about your ideal client. NOT ourselves.
We entrepreneurs have a bad habit of getting caught up in what we want. But when we are in the business of serving others, our decisions have to based on what THEY want!
Thanks for this simple, proven, highly successful formula!
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Jan 24, 2012 at 02:01
You are always, always on the money Jen- and this one is such a poignant and important one.
I so agree with you that “Just make sure you make it so good, you really want to charge for it.” adding value and being authentic and providing exceptional, gee whiz service is the only way to stand out today in the crowded online space -
Jan 24, 2012 at 01:18
Hi Jennifer,
Very enlightening post! I used to have a free offer on my opt-in. A value-packed ebook of a blogging friend. Unfortunately it attracted those “hit-and-run” individuals that opt in to get the free offer but never open any other emails. So I did away with it.
However, I am thinking of trying it again. This time with a give away I will have created myself.
Thanks for sharing your great tips!
Ilka
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Jan 25, 2012 at 09:51
Jennifer
This is great and I love your step-by-step approach. When I’m signing up for a free offer this is what’s key for me “It’s as if you are speaking right to me.”
Thanks
Trudy -
Jan 25, 2012 at 11:46
I love the point you give us under number 1, “Pays you what you’re worth and is happy to do so because you’re worth it” … because this reminds us to ‘give’ something that represents the wonderful, hard-earned expertise for which we get paid.
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Jan 25, 2012 at 03:32
Fantastic. This is really hard for a lot of people, I’ve created tons of offers before, but giving everything an overhaul so these tips came in at the perfect time. The key is making it irresistible. There’s no sense in creating something that people can easily pass up. Thanks again for the reminder and great tips!!!
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