This podcast (here’s the transcript) was inspired by a subscriber who was pretty devastated by the number of unsubscribes she received when she announced her first product to her email list.
After providing so much free content over the years, she simply wasn’t expecting that.
Well, I can’t say I’m surprised that happened. I don’t know anything about her product, content or her list, but I do know that some people just don’t like selling.
And when you’ve constantly provided free content for a long time, promotion of any kind can be seen as a turn-off to some.
So in this podcast, I’m sharing my two cents on the free strategy and what I’ve observed over the years.
(If you’re reading this from my old Feedburner email list, click here to listen.)
In This Episode…
- Why I will always provide free content BUT what I will change (New site owners take notes!!)
- A better way to implement the free-book-in-exchange-for-email-address strategy to maximize results
- The story of a popular blogger who thought he would get a big monetary payback from his audience because he had given away so much
- Why some believe you should limit what you provide for free
Show Notes & Resources
- Are You Giving Away Too Much For Free on Your Blog? (article I referenced in the show)
- How to Decide What Content to Sell and What to Give Away For Free
- Are You Being Criticized For Giving Away Free Content?
- Read transcript
I’d love to know what you all think about the free strategy. Has it worked well for you? What have you observed?
Excellent! Let’s keep away from that “free crowd” (many of them are also haters). As an Amazon author, I often run free promos. I very seldom get negative reviews, but those that I got were from people who ordered my book when it was free and did not even read it. “Free crowd”- ech….
Human psychology, hehe.
As for my newsletter, I only send them free info and the ocassional “new hot releases” of my kindle books (never more than $0.99). I am now planning to start multiple e-mail lists because I have noticed that some people are interested in different stuff:)
When I started my blog last year, I already had a few books on sale (my own products not affiliate) and so I guess that most people got used to it.
Hi Lisa,
Thanks for supplying us with these podcasts and a plethora of information on your site. I have been a long time follower of yours and subscriber of SBI and so forth because of you. I agree with balancing free content and paid content as things are not like they used to be. Depending on your niche, affiliate marketing just isn’t going to cut it. We have to produce an integrated product suite that starts off with a free product and that could have potential levels of purchase. Now that I am realizing this, I am in the process of revamping everything.
I look forward to your next podcast/article/blog. 🙂
Thank you Lady Elle! I really appreciate your feedback. Glad you are enjoying the podcasts.
Well done and well said. Thanks for the shout out!
Great podcast Lisa! It is difficult to find the right balance of what to share, give away and sell. It would be nice to have a formula for starting out, but I guess it really depends on the topic and the audience.
I’m in a place where I’m rethinking everything, because what I’m doing isn’t working. I can understand now why internet marketing is taught in college. LOL There’s so much to learn!
I read Stan’s article and he’s absolutely right. I never thought of the time that we invest on our blogs in a dollar amount. I will certainly think on these things as I restrategize my online ventures.
This was a great point you made.
The point though is that Shania needs to think properly about the situation. She went from having “X” subscribers in a list that wasn’t monetized to having “X-Y” subscribers in a list that is.
This is far better…and also, send me the list for that course for the affiliate marketing course you are putting out. The reason I will buy it because…
1) Other than Amazon I have spectacularly failed at every affiliate effort I have made.
2) I TRUST YOU AND WOULDN’T BY THIS COURSE FROM ANYONE ELSE!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
I love your podcast Lisa.
Keep it up.
-Oloyede Jamiu
Thanks Lisa for this insight. I actually started blogging about filmmaking in 2010 and for whatever reason was very turned off by the idea of giving away my information. I teach young people what to do instead of film school and it was suggested to me that I just give away some great insights I’ve gained over 17 years in the business. I thought “These schools are charging $40,000 a year for less valuable information – screw that!”
So I created an ecourse and didn’t even give away a free report or free anything. My blog had some insights but always had a strong call to action to buy.
And in fact the more aggressive I was the more sales I made – in a niche that has literally thousands of free videos on Youtube.
So definitely Lisa you should feel confident selling your insights and the higher value customers will really appreciate it and come back for more. I will likely be one of them.
By the way, do you offer consultations? I would pay for that!
Seth, thank you so much for sharing your experience! And congrats on your success!! 🙂 Goes to show that even though people know there is free info out there, there are always people who are willing to pay for packaged value.
I used to do consulting locally but it became too much and it took me away from doing what I love the most…. running my websites. So unfortunately no… not at this time.
Thanks for the reply, Lisa. Yes passive income is definitely the best. By the way, funny note a few years ago I was dating an African American woman (who actually taught me a lot of what I know about IM) and learned first hand the complexities of… well, hair! She used a weave and then transitioned to natural. Your niche site is great. I actually ran an interracial dating blog for a little while and wrote about what white guys should know about black ladies’ hair. I am thinking there could be a phD course or entire trade school devoted to the topic!
Lisa, this was an excellent topic and great insights. I have bought from you and was not disappointed at all. Unfortunately, most free books I have received (either because I was genuinely interested or was forced by the way the website was set up) are garbage with little to no thoughtful content, typed in a 16 font and with lots of images. Now if a “free” book is set up like this….I have no reason to believe whatever comes next out of the pipeline will be any better so why should I buy?
The difference I have taken away from this is I trust you and I am not able to trust them. If there is no sincerity and thoughtful content, I won’t waste my time. I love the very clear way you have presented your material (written and video and podcast). You are not only an expert in your niche, but you are an approachable professional.
I have on occasion wanted to purchase some materials through sites I subscribe to but the price tag was overwhelming for my budget. Sometimes too much is offered for a big price tag. One guy on youtube wrote an ebook on how to build a budget homestead. It was comprehensive and very thoughtfully written. I bought the book at a doable price point for me. Later he offered people to purchase sections of the book for an even lower price and I think that was smart.
I respect and appreciate you and am looking forward to any and all things you have to offer in the future! 🙂
Wow, Zanab. That was so kind of you! Thanks so much. 🙂
I just wanted to point something out that marketers in the European Union might want to know about – advertising a free ebook in exchange for an email address is something that is not possible and actually illegal. I see people are still doing this in the UK & EU and it can result in a fine.
I’ve actually just been on the phone to the UK’s ICO (Information Commissioner’s Office) and created a mini phone conversation podcast (I got their permission) and I think people just need to be careful.
Lisa, I know you’re aware of this because we briefly talked about this on your forum: you words were, “I hope this does not travel across the pond.”
Me too! It puts marketers at a disadvantage so anyone in the UK or EU jurisdiction should seriously asses any “fremium” marketing strategies.
I feel like I’m the party pooper always putting a dampener on everyone’s fun, but I do not want to see people get slapped with a fine or reprimand of some kind.
Hi Darren
Glad you brought this up so people are aware. Let me ask you this. What if the person states on the sign-up form or confirmation email that they will also be using their email to send additional offers? In other words if they let the person know upfront. I remember reading up on this when you first mentioned this and it seemed like the issue is NOT telling them when they sign up that they may receive additional offers/emails unrelated to the free offer.
I think we all like to get something for free, I think as a marketer the thing to keep in mind
is not to give away the store in the process. Give out enough information to wet a prospects
appetite for more, then offer that more for a price.
You’re exactly right Tony. Gotta maintain that balance and think strategically in ADVANCE.
Hi Lisa,
I could not agree with you, some of the people that looks so enthused about your free content, they are there to comment whenever you have a brand new blog post are sometimes not the best client leads or customer leads. I know that by experience.
And in fact I have deleted some people on my Email List just for that. Because I realize that those people who are “with me” support me 100% and just my free content. Or use my blog as a way to gain money from me. For instance, there are commenters out there who does this for money!!! They comment on your blog and then they get paid for commenting on your blog, I just freaking hate those people!
Anyway, thank you so much for giving us your amazing tips & hints! It helps a lot since I am also in the process of getting my first ebook out there. Of course, the first one is always FREE to entice my faithful readers to opt-in my newsletter. Then eventually I will put out a PAID ebook. What to write next will be an interesting story.
Anyhoo, somehow Wednesday feels like weekend. Could be that the weather is changing and it feels like weekend on my end. *LOL*
Enjoy the rest of the week!
Angela
You’re very welcome Angela! Good luck with your book.
LOL @ the weekend comment! The weather has been soooo beautiful down here in Texas this week. Wish I could bottle it up!
That is pretty sad, it can be so frustrating. We got to get more cautious and aware of the value of what we put out there. Now we know Lisa!
Damn sure you can’t make everyone happy. Real information must have a price tag, agree. I also think a video was much appropriate, I rather see you talking than just listen you Lisa. Just my opinion!
Kind regards,
I. C. Daniel
Note taken! 🙂
It’s sad that some bloggers will spend a lot of time giving away free content in return for nothing. I think people think selling is a bad thing but we all got bills to pay.
I appreciate all the free info you’ve shared Lisa and although there are tons of blogs out there you really shifted my mindset with your straight talk it all seemed totally different to what other bloggers had said so I jumped at the chance to buy your hosting because I wanted to pay you back in a way. Just my 0.2c.
Ash, I really appreciate you for your support! Thank you. This is a good example of what helping and building credibility with your audience can do. You could have hosted anywhere so I appreciate you for that.
This is a question that I have been struggling with as well. I offered one product for sale this summer for the very first time after providing completely free content for 2 years, and I had almost 1% of my people unsubscribe from that email. I was NOT a happy camper!
But I told myself that they were not the type of readers that I need to have, in order to be able to support my business. Same thing for those people that sign up to get my free ebook, and then immediately unsubscribe.
Exactly Debra. Look at it like this. If you hadn’t given the book away those people would have never signed up anyway so you aren’t really losing anything. It’s easy to see it as a loss because you’re looking at the subscription number drop but it’s not really a loss.
Thanks for sharing lisa – even freebies have to be given out strategically!
Yep! Something I certainly didn’t do in the beginning.
One of the big points I think this drives home is that blogs, that one may wish to monetize, need to be thought of as a business on day 1. I think the increased need for planning is going to lead to a lot more people washing out early than before (and the percentage was high before anyway).
I couldn’t agree more, Luke! Well said. This is something I certainly did NOT do in the beginning and I definitely regret it now. It makes creating your premium content much more challenging… especially if you want it to be as unique as possible. Fortunately I’ve managed to do it with this course but it was a lot harder than it should have been.
As always, great information Lisa, thanks you.
You’re welcome Claude!