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It's the freebie, stupid!
(c) 1999 Aesop Marketing Corporation
I'm about to give you a powerful marketing tool.
Just bear with me for a minute first if you
would be so kind. It may seem like I'm rambling
here for a minute, but there is a point to this.
In 1991 when when President Clinton was first
running for office, his campaign manager tacked
up a little sign that read "It's the economy,
stupid!" This was meant to keep Mr. Clinton
focused while he gave his speeches. Focused on
what? Well, on what most interests the voters.
As a website owner, you need to be a politician,
as well. That is, you need to be equally as
concerned about your public image. The only
difference is, your constituents want something
a little different from you: a freebie.
So, on my desk, I have a little sign that reads
"It's the freebie, stupid!" This helps keep me
stay focused on the needs of the web surfer.
It's quite easy for us to forget this and focus
on our own needs. This is a mistake. You see,
we can satisfy our own needs by satisfying the
needs of the web surfer. Allow me to explain how.
The average web surfer couldn't care less about
products and services. They want freebies. If
you want traffic, you need to offer something at
your site that will entice people to visit.
(Some people are going to argue with this
statement... Just suspend your judgement for
a few moments to hear the whole story. I'm going
to give you a powerful tool here that you can
use on your site. If it doesn't work, *then*
you can curse my name all you like!)
"Sure, Mark, we'll offer the freebie and get them
to our site, but then what do we do once they are
there? We don't want a raw visit. We want a
sale!"
Excellent point. Raw visits by themselves are
meaningless if your main goal is to make a sale
or generate leads.
You need to have a plan for converting that
freeloader into a buyer. It's very simple if
you approach this problem with the correct frame
of mind.
Remember my killer formula for freebie marketing
and you'll never go wrong:
Target, Tie-In, and Collect.
1. Target
Make sure your freebie is something that will
be interesting to your target market.
If you are selling furniture, offering a free
estimate on a car obviously won't draw the right
crowd.
2. Tie-In
Tie your freebie in to the sales of a product
or service. Allow the freebie to lead in to the
sale.
3. Collect
Collect the email address of the person who
gets the freebie. This will allow you to follow
up with them later.
I challenge you to apply these principles to
your marketing and *not* see a huge increase in
results.
Article by Mark Joyner, CEO of Aesop Marketing
Corporation and creator of 1001 Killer Internet
Marketing Tactics - a *must have* tool for anyone
serious about doing business on the Internet.
Do yourself a favor and check this one out today.
http://www.killertactics.com <------ A *Must* Have
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