Why giving away free stuff works in digital marketing

FreeThere is one strategy that you can put into place in your email marketing practices that will super charge your results.

Just one simple thing.

Most people believe it can’t be so simple. And when you read the answer below it may seem counter intuitive. And you might even resist putting it into practice because you might believe it can’t possibly be true.

So what could possibly be so effective and so simple?

Here it is…

Give your best stuff away.

Really? Am I nuts???

Yes, give your best stuff away.

Whatever you offer that has value to your subscribers. The core of your expertise.  Give. It. Away. FOR FREE.

So why on earth would you do that?

There are a few critical reasons.

1) People get A LOT of emails, so you have to give them a reason to open your emails

Think about your inbox. Which emails do you open? The ones that give you value. That fulfil a need. Make you laugh. Give you a deal. Provide you with info you need. You don’t open the hard sell emails. You don’t open ads. You don’t open dry boring material.

2) I said your best stuff, not all your stuff. 

Anything you are selling or providing to a subscriber is a package deal usually. A series of information. So when i say give away your best stuff. Give access to the most exciting 3-4 minuet video you have made. Demonstrate how amazing your stuff is. Talk about what’s in it then give it away, then debrief it. Then tell them about the more stuff. Give away the icing and get them to dream about the cake.

3) After your freebie, not everyone will buy, but many will and they will be hungry 

The best stuff positions you as an expert. It makes people think you and your expertise are awesome. It should make them feel like they have been given gold. And some of them will be willing to pay for more.  (The ones that don’t are not ready or willing, but they may be in future) And let’s face it the freebie really is part of a bigger bundle. And your ability to demystify that big ball of expertise is what you are selling in the end. You are building credibility

4) Giving away awesome builds your brand

Even if someone consumes your best stuff and does not buy what you offer later, it’s ok because they consume and get value from the freebie and are left wanting something more but may not engage in the offer that comes later for a variety of reasons. They don’t need it now. They can’t afford it now. They don’t see the whole grand offering as necessary, but they are curious. Giving away great stuff builds a perception you are good and leaves them wanting more of that. They might even refer you to someone that will also consume the best giveaway who will buy.



Andy Walker

Andy Walker

CEO/Senior Strategist at Cyberwalker Digital LLC
Andy Walker is CEO and Senior Strategist at Cyberwalker Digital. He is the author of five books and is a well known technology expert. Andy is a former G4TechTV host and currently appears in the media as a commentator of the Internet and all thing technology. He is co-authoring the book "Super You: How technology is revolutionizing what it means to be human" with CWD's Kay Svela.