Have you ever gone to a website and plunked down hundreds or thousands of dollars on a service when you knew absolutely nothing about the person offering that service? I’m guessing that you haven’t. If you’re like most people you want to get to know someone before investing in them.
One of the biggest mistakes many coaches and other solo professionals make is that they spend all this time, energy and money creating a website and they don’t capture their visitors information. In other words, they don’t have a good way to get their visitors to join their mailing list.
We’re all inundated with too many emails so if you want to get someone to give up their email address, you need to offer them something valuable for free.
I did a survey recently and nearly 70% of respondents either didn’t have any giveaway or their only giveaway was a newsletter. People want instant help to solve their top burning challenges. Just having a newsletter isn’t going to cut it.
So we know that we need a valuable giveaway as an incentive for our target market to opt in to our list. But what do you offer?
To be really valuable your giveaway has to address a top burning desire for your target market. If you aren’t clear on what that is, you need to take a step back and clarify your niche. In doing so, make sure you understand WHO you target, WHAT solution you provide, and WHY people should work with you.
Some coaches offer a free coaching call or strategy session as their giveaway. Now I know that this might cause a little ruffling of feathers, but in my opinion there are four big problems with using a free call as your giveaway.
- It doesn’t leverage your time. In fact, it’s very time consuming.
It devalues your offer of a free session. After all, if you give your time away to just anyone, how valuable is your time?
It makes people suspicious that you’re just trying to sell them something, so they may shy away.
It doesn’t have any way to filter out the “tire kickers”.
You only want to offer a free session for those who are already aligned with you and recognize the value that you provide. So the best approach is to only offer a free strategy session to people who are already on your list. Which brings us back to the question of how to get someone on your list.
You need to create a valuable giveaway to inspire people to join your list. It can be a free video, e-course, report, interview, etc.. The format is important, but even more important is the topic. The topic of your giveaway has to be relevant to your niche. In fact, it should be a top burning desire or challenge for your target market. What will you offer to inspire your target market to opt-in to your list?