You spent hours crafting your freebie. You went the extra mile – trying to pack in as much value as possible.
But you’re just not getting as many subscribers as you thought you would.
People seem to check out your blog, glance at your freebie, then leave – without signing up for your email list.
You know your freebie is helpful. You know it’s valuable and could honestly help people. You’re just not sure how to position it so that someone who ends up on your opt-in landing page doesn’t hesitate to sign up.
And that’s the key – positioning.
I remember a year ago I was taking some fabulous folks through my Get More Clients program. One of the women in the program mentioned that she was having a tough time getting people to sign up for her group program.
She decided to go through the material I gave her and use it to re-position her offering. Guess what happened? As soon as she changed her positioning, she started to fill up her program.
This happens a lot.
If you have a great freebie – and especially if people are telling you you have a great freebie – but you’re not getting the signups you want, I don’t want you to go back to the drawing board and create something else. That’s just a waste of your time.
I want you to go back to the drawing board and re-position it.
If it’s a great freebie, and it helps your audience solve a problem they’re having, or helps them get something they want, it’s not the content that’s the issue. It’s how you’re selling the content.
So let’s work on re-positioning your free offering so that you can turn more traffic into subscribers.
There are 3 things you’ll wanna look at…
Start With Why
As Simon Sinek so awesomely put it, “People don’t buy what you do, they buy why you do it.”
This means that people don’t sign up for what your freebie is, they sign up for why it exists in the first place.
You didn’t start this business just because you want to be a millionaire.
(Big important note: If that’s the only reason you’re in business, you’re reading the wrong blog).
You started your business because you have a desire to make an impact. Change lives. Have the opportunity to do more than sit in a cubicle all day pushing someone else’s agenda.
You’re on a mission.
But you don’t have to worry about having a mission statement because your entire business model – everything you blog about, sell and give away for free – is your mission statement.
Everything you put in the hands of your readers and clients is stamped with your why.
Or at least it should be.
If it isn’t, people will see you as just another coach. You’ll be forgettable. And no one wants to be forgettable.
Your why doesn’t have to be so unique that no one else even thought of it.
My why is to inspire my clients and community to feel totally confident that they can do this. To help them build something that matters for the people who matter.
So why are you doing this?
Why did you create that freebie?
More than just, “I want to help people.”
Why do you want to help people?
Make that obvious. Infuse that into everything you do.
It’s that “thing” that makes people go, “I don’t know why, but I love everything you do. There’s something about you that just compels me to sign up.”
Start with why and your audience will feel drawn to you. Not in a manipulative way. In a genuinely “I’m meant to be here” kinda way.
Make It an Absolute No-Brainer Necessity
Have you ever seen the movie The Wolf of Wallstreet?
Whether you’ve seen the movie or not, there’s one scene that I love that beautifully captures my next point.
Jordan Belfort – played by Leonardo DiCaprio – is in the midst of starting up his own investment banking firm. He has a group of buddies together at a diner and they’re talking about how everyone wants to get rich.
At one point, one of his friends says, “I could sell anything.”
So Jordan hands him a pen and says, “You can sell anything? Sell that.”
The guy chickens out so Jordan hands it to his friend Brad. Brad looks at it and says, “Why don’t you do me a favour? Write your name down on that napkin right there.”
“I don’t have a pen” Jordan replies.
“Exactly. It’s supply and demand, my friend.”
The point is, you can’t sell something – even a free something – if people feel like they don’t need it. If there’s no sense of urgency.
Even if you know that they need it, that’s not enough.
You need to remind them that they need it.
Jordan didn’t know he needed a pen until his friend asked him to use one.
Create that desire. Remind your audience why they need what you’re offering.
Tell Me How it Helps, Not What It Is
If I told you I could give you a 4.7 inch metal box with 64-bit processing power, an M8 motion coprocessor and a A8 chip that’s 50% more energy efficient then the previous model’s A7 chip, would you wanna buy it for only $749?
What if instead I said I have a metal box you can use to instantly send gorgeously captured video of your daughter taking her first steps to your parents who live 3,000 miles away.
And it can also give you directions when you’re lost trying to find that sushi restaurant you made reservations for and you’re already running 10 minutes late.
And you can use it to call 9-11 when your best friend – who’s deathly allergic to peanuts – bites into that chocolate bar that happened to come into contact with some peanuts.
Would you wanna buy it for only $749?
If it’s not clear, I’m trying to sell you an iPhone.
What description makes you want to buy it more?
The difference is, with the first sales pitch, I focused on the features – what it does.
With the second sales pitch, I focused on the results and benefits – why you want it.
So tell me, what does your freebie help your audience have, do or be?
Focus on that.
Don’t focus on the fact that it’s 50 pages, with 4 chapters and a handful of videos.
Focus on the fact that, by the end of checking it out, that brand new subscriber will finally be able to get their baby to sleep through the night. Or they’ll be enjoying some delicious smoothie recipes that help boost their fertility. Or they’ll know exactly why they can’t seem to lose those love handles.
Focus on the results and benefits. Not the features.
The features are nice. They’re added value. They make it look and feel pretty.
The results and benefits are why someone would actually feel compelled to sign up.
Don’t Start From Scratch. Re-Position It.
If you’re not getting the number of subscribers you want, don’t jump to the conclusion that it’s because your freebie isn’t good enough and you should make something else.
You might end up making the same mistakes and ending up with the same problem.
Instead, work on your positioning.
Start with why, create compelling desire, and focus on how it helps, not what it does.
In the comments below, give me a 1-2 sentence summary of what your freebie is. Then tell me how it helps – the results and benefits – not what it does.
It might feel tough at first but after a while, positioning your free and paid offerings this way will be like second nature.
Lots of love,
P.S. Have you ever re-positioned something – a freebie or a paid offering – and it worked out awesomely? Tell me about it in the comments below.