Despite all the talk of "Moving the Free Line"...

[jamawebinc]

I'd love to hear opinions on these following few paragraphs that were written to me from a very successful internet marketer. Especially, the last paragraph.

----
The key in info-publishing is in not giving away "how to" - or in strategically giving it away as it's a very small piece of what they get when they buy.

Despite all the talk about "moving the bar on free" - without exception, everyone I've met who does this pays a heavy price.

Those who promote this concept do so because they want YOU to perceive that THEY are giving away free content. They are - but it's NOT "how to." It's only "what." And there's a big difference between HOW and WHAT.

[Chris_Willow]

It depends from one marketer to other. However it
is essential to give away valuable how-to information,
that one can immediately apply and get results, when
you're launching a product

Chris

[Lance K]

Originally Posted by jamawebinc

I'd love to hear opinions on these following few paragraphs that were written to me from a very successful internet marketer. Especially, the last paragraph.

----
The key in info-publishing is in not giving away "how to" - or in strategically giving it away as it's a very small piece of what they get when they buy.

Despite all the talk about "moving the bar on free" - without exception, everyone I've met who does this pays a heavy price.

Those who promote this concept do so because they want YOU to perceive that THEY are giving away free content. They are - but it's NOT "how to." It's only "what." And there's a big difference between HOW and WHAT.

I'd say they're pretty much right on for the most part.

[mojuu]

I must say that I've seen plenty of examples of marketers giving away the HOW TO. Examples are Eben Pagan and Howie Schwartz amongst others. I've directly been able to apply their free content to my endeavours.

I do agree though most of the time it's all WHAT.

[jamawebinc]

Originally Posted by Chris_Willow

It depends from one marketer to other. However it
is essential to give away valuable how-to information,
that one can immediately apply and get results, when
you're launching a product

Chris

Why is it essential?

[jamawebinc]

Just to update:

similar to this quote:
"Those who promote this concept do so because they want YOU to perceive that THEY are giving away free content. They are - but it's NOT "how to." It's only "what." And there's a big difference between HOW and WHAT."

I have noticed, quite often now that many people, before they do give something away, play up the fact that they are indeed giving away FREE information.

Instead of just giving away the information, and letting the web visitor decide for the value of the free info for themselves - first there is almost a pre-sell for their free info telling people that this info "is FREE and it is worth much more than what other people charge for."

Or, sellers explicitly telling their visitor how they, the seller, are OVERDELIVERING information for them.

Just a thought. If this is really true, can't the reader figure that out for themselves?

Or...

is there a strategy to being told these things first so they will indeed believe them and have the perception that the free information is indeed better, more special, worth more, etc than it really is.

[timpears]

I believe that you tell them what to do, so they will come back and buy from you the how to do it. I have watched so many free videos on making money in internet marketing, and invariably they all end up with a sales pitch for their program. The video never explains how to do what they are telling you about, just what their system can do for you. To get the details on how to do it, you got to part with the cash. And often times I doubt that you will get everything you need by paying for their program, there is usually more and more to be sold to you.

[Kyle Tully]

Originally Posted by jamawebinc

Just a thought. If this is really true, can't the reader figure that out for themselves?

No, a basic rule of sales is YOU have to tell people. You can't rely on them "figuring it out" for themselves. It's YOUR job to sell them, not theirs.

Now as for the OP, here's the thing guys...

There is a strategy behind everything.

Give away free content or don't give away free content... give away "how to" or just give away "what"... remember there is a STRATEGY behind each decision.

One is not better than the other.

Sometimes you give away free stuff to prove you know what you're talking about (and get their email).

Other times it's to get the prospect some kind of result that moves them closer to needing your paid product.

Other times it's a pure pre-sell on your concepts and ideas.

(There are more reasons but I can't give you everything for free )

And of course, there are many other occasions where giving away free info is just stoopid.

The problem is so many people get caught up in the tactics and don't see the strategy. Then they wonder why they don't get the same results.

[BrandonLee]

You can give away a lot of how too, but only too a point.
For example, one of my clients is in the PUA niche.
Our how too.
How to walk up to a girl and start a conversation.
Next how to continue that conversation
next, how to get a the phone number
next, how to make that first call and get a date setup.
next..buy my stuff!

You have built up a ton of trust with the client, and you have also given a way a lot of great how to info, but it's not the stuff they really want to get too.

[jamawebinc]

Originally Posted by Kyle Tully

No, a basic rule of sales is YOU have to tell people. You can't rely on them "figuring it out" for themselves. It's YOUR job to sell them, not theirs.

So you agree and do think that when marketers, before giving the website visitor their free information, make qualifying statements like:

a) "we've been OVER delivering our free info to help everyone get started FAST "
b) Others would charge a FORTUNE for what you're getting today. But you get it FREE

That they are trying to plant that exact thought into the visitors head.

If the visitor perceives and believes that the free information they are about to get is worth a fortune (because the person giving it, told them it is told) and is better than the information other people charge for, they automatically raise their opinion of the person giving them the free information.

[Chris_Willow]

Originally Posted by jamawebinc

Why is it essential?

Because if someone sees the value of free stuff
you're giving away, they are very likely to buy
whatever you're selling in hopes to get even
more. Especially if the free stuff you gave away
ALREADY produced some sort of positive result
for the person.

Chris

[jamawebinc]

Originally Posted by Chris_Willow

Because if someone sees the value of free stuff
you're giving away, they are very likely to buy
whatever you're selling in hopes to get even
more. Especially if the free stuff you gave away
ALREADY produced some sort of positive result
for the person.

Chris

Well, I actually knew exactly what you were referring to.
And I know the theory you are referencing - a la Kern's results in advance.

But how do you KNOW it is essential? I mean, you have been told why someone else thinks it's essential. Have you tested doing it another way?

There are other well known and very successful marketers who do launches and do not give away "how to" info when they launch something new. If it is essential, why do they not give away valuable "how to" info?

[rapidscc]

I don't remember where I've heard or read it but it seems that it is an acceptable marketing strategy to LET THE CLIENT KNOW how much value or favor you are giving them.

And I agree with Chris..if someone knows how much value you are giving them they tend to expect to get more of the same..

[jamawebinc]

Originally Posted by rapidscc

I don't remember where I've heard or read it but it seems that it is an acceptable marketing strategy to LET THE CLIENT KNOW how much value or favor you are giving them.

Yes, this is what I am referring to. The fact that they tell the website visitor how much better their free stuff is than other people's paid stuff is a marketing strategy pure and simple.

It goes back to the last paragraph in the opening post of this thread that a very well known and successful marketer made to me

"Those who promote this concept do so because they want YOU to perceive that THEY are giving away free content. They are - but it's NOT "how to." It's only "what." And there's a big difference between HOW and WHAT."

They want the visitor to perceive something. And in these cases, they come right out and explicitly tell them what they want them to perceive.

[DogScout]

There are many that give free info. In the PPC 'how-to' top world class 'gurus' (though that term would make them blush), actually give away enough info to save an adwords campaign 50-100% or more.

I can even tell you 2 things that will double PPC clicks...If you implement it:
1)Split test ads (split testing ads alone has quadrupled my CTR AND lowered my CPC! And I did not pay for that info.)
2)split test landing pages

If you are using an ad with a 2% CTR and after a few split tests you get to 3%, that is a 50% increase. In other words, testing ads and landing pages Will increase clicks AND because of Google system, at the same time lower costs.

Test the URL one line 4! (costs $7 for a domain a year, but if the URL you buy contains the keyword of that ad group and improves CTR .3+% it could lower your costs by more than that a month. The URL after the headline has the most effect (usually) on CTR, but sometimes even changing one word in the middle or swapping line 2 & 3 can double the CTR sometimes.

There is some 'how' that is worth thousands, but ONLY if it is actually implemented. This information is free and readily available several places around the net and yet less than 95% of the ads in PPC are being split tested!

It doesn't take much to be on top of the heap when 95% of the heap ignores the most basic 'how-to' when it is freely given. Actually, it is almost certain to have others NOT do things that would help them, by giving it away. I know a 'guru' that had a client not doing what they had asked to be coached on. The guru's response? "I must not be charging him enough."

If you perceive free info as worthless and do not implement it because it is free... you are one of the 95%. becoming one of the top 5% is easy: implement guidance given by those that have been honestly successful whether or not you think it is any good based on the price (or lack of price).

Getting to the top 5% can be easy, it is that last 3-4% that will cost ya. Lol.

(If you haven't figured it out yet that information means you can even enter a competitive niche and blow the competition away; but researching a niche before you jump into it can sure make things easier and you can research a niche for loose change.)

[BIG Mike]

Originally Posted by Chris_Willow

Because if someone sees the value of free stuff
you're giving away, they are very likely to buy
whatever you're selling in hopes to get even
more. Especially if the free stuff you gave away
ALREADY produced some sort of positive result
for the person.

Chris

That's exactly right - and it's not just limited to content or "How Too". Here's a classic example:

We set up a site that delivers a blank header graphic to the subscribers along every day with some keywords on the topic the header represents. These are really nice quality and ready for someone to add text and slap on a blog or website.

On subscribing, we do an immediate followup with a discounted offer for a graphics program we developed that allows them to add the text to the header easily enough with a few special effects. Last time I checked, we were converting over 20%.

We then do follow up mailings offering PLR content in those niches - that also converts really well. And of course, we pass on some pretty decent offers for our other products.

Right out of the gate, the subscriber gets something of real value from us, which helps build trust and confidence on their part. We don't "Slam" the list with offers, but when we do make one, it's relevant to what they're doing or nudging them to start in a new niche.

Our strategy is simple - they get the most visual part of their website almost ready to go. We provide the additional elements they need to get going and everyone wins.

How cool is that?

[igorhelpsyousucceed]

Disagree.

The FREE line has to be moved.
How do expect people to buy if they haven't
even gotten the taste.

The more you move it, the more of a risk reversal happens-the more
prospect is magnitized to buy your product.

~Igor

[Christian Moore]

I disagree with the OP - I think its BAD ADVICE.

It does depend on the specific market.

But if you’re an Info-Marketer and want to make A LOT OF MONEY in a SHORT AMOUNT OF TIME - here’s a real tip that I use and works EXTREMELY WELL…

Create a system/strategy that BEGINS with a VALUABLE free offer.

A fisherman has a better chance of catching WAY MORE fish by using bait (free offer!) then by using the hook (main offer!) alone.

There is a process that goes into planning and creating a bait offer...

But the gist of it deals mainly with using it to get your markets ATTENTION.

I guarantee you that Frank Kern, Eben Pagan, Mike Filsaime, or Jeff Walker would all see different results if they STOPPED using the free approach.

Trust me, when this strategy is done right - it will blow your results out the water!

[Arted4Life]

When someone decides to take a free product from you they make a commitment. And you get them to except a free product, it's not much harder to get them to buy another product. Its a very successful marketing tactic.

[jamawebinc]

Originally Posted by BIG Mike

That's exactly right - and it's not just limited to content or "How Too". Here's a classic example:

We set up a site that delivers a blank header graphic to the subscribers along every day with some keywords on the topic the header represents. These are really nice quality and ready for someone to add text and slap on a blog or website.

On subscribing, we do an immediate followup with a discounted offer for a graphics program we developed that allows them to add the text to the header easily enough with a few special effects. Last time I checked, we were converting over 20%.

We then do follow up mailings offering PLR content in those niches - that also converts really well. And of course, we pass on some pretty decent offers for our other products.

Right out of the gate, the subscriber gets something of real value from us, which helps build trust and confidence on their part. We don't "Slam" the list with offers, but when we do make one, it's relevant to what they're doing or nudging them to start in a new niche.

Our strategy is simple - they get the most visual part of their website almost ready to go. We provide the additional elements they need to get going and everyone wins.

How cool is that?

That's great.

But, it seems you sell software, not info products.

The quote in the original post was specifically about selling info products.

[jamawebinc]

Originally Posted by igorhelpsyousucceed

Disagree.

The FREE line has to be moved.
How do expect people to buy if they haven't
even gotten the taste.

The more you move it, the more of a risk reversal happens-the more
prospect is magnitized to buy your product.

~Igor

I think there is a difference of opinions as to what the "free line" means.

Nobody,(not even the original quote in the original post) disputes giving people a taste. But that is not what moving the free line means. Also, that's nothing new. People have been giving something free to get people on their list forever.

The quote is about what information that you give for free. They are giving away free content, but it is WHAT content, not HOW TO content.

examples for the make money online market:

What you need to build your online business
what you need to build your list
What you need to do to get people on your list
what you need to do to get people to buy
what bob, jim, and dan have to say about my program in a case study