How To Improve Your Bribe's (Free Report) Value Perception!

6 replies
Hello,

A few minutes ago, I was surfing the net for a few squeeze pages. This brought me to a realization.

As you may know, a squeeze page usually offers a free bribe in exchange of the lead's name and email. That squeeze page comes with a value of $37 or $19.97 or whatever.

From a copywriting POV, I find that unpractical. Instead, I want to make a suggestion. Feel free to critique it or improve it.

Instead of giving the value of $19.97, why don't you use the principle found in Cialdini's book?

<strike>Initial price $29.97</strike>
<strike>$19.97</strike>
<strike>$9.97</strike>
FREE FOR A LIMITED TIME!
The logic behind the idea is that you project the fact that it was sold before, and you are not just throwing a value on it for the sake of it.

Of course, you could go one step forward and actually sell it. To do this, you could create a new landing page and have a link revealing how they can buy it for $29.97 instead of getting it for free.

I have also noticed an interesting pattern. Different bribe types work in different market types. For example, in the business opportunity field, the more, the better. If you provide them with a 32 page report and a 60 minutes HD video, you'll have a very happy list.

This is different from the dating niche. Here, I've saw that a magic, single oriented, bullet works best. For example, in the dating field they don't want an overview of the dating strategy. They want an opener or a way to get past a challenge.

I'm not sure but I would bet that this kind of differentiation appears in different niches too.

Here's an example:
Dating "4 Text Messages You Can Use Just After You've Got Her Phone Number"
Business Opportunity: "The Online Traffic Blueprint: 54 Minutes Of Hard-Hitting, Practical Advice To Bring A Flood Of New Traffic To Your Website".
What do you think?

Thank you,
Razvan

PS: How can I use the "strikethrough" feature here? Thank you.
#bribe #free #improve #perception #report
  • Profile picture of the author John_S
    You are pretty close.

    The flaw is you have not truly demonstrated value. Strikethroughs don't prove anything -- they have been used. What you are doing is dancing around the fact.

    Sell a product for X dollars. Or get a product that sold for X dollars. Then offer that. (There is an additional wrinkle I left out -- I'm sure all the experts have spotted it and will helpfully included it as they chime in.)

    Point out how many bought it for X dollars. That demonstrates value. Nothing else you say or do will.

    What I just explained is pure, unadulterated Cialdini.

    Also, you shoot yourself in the foot with free. I am in the minority saying so. And you may not detect the damage you're doing on the back end when it comes time to upsell. But the damage is there.

    It is difficult, as few see the problem with Free. But the alternatives exist.
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    • Profile picture of the author vdx_marketing
      Originally Posted by John_S View Post

      You are pretty close.

      The flaw is you have not truly demonstrated value. Strikethroughs don't prove anything -- they have been used. What you are doing is dancing around the fact.

      Sell a product for X dollars. Or get a product that sold for X dollars. Then offer that. (There is an additional wrinkle I left out -- I'm sure all the experts have spotted it and will helpfully included it as they chime in.)

      Point out how many bought it for X dollars. That demonstrates value. Nothing else you say or do will.

      What I just explained is pure, unadulterated Cialdini.

      Also, you shoot yourself in the foot with free. I am in the minority saying so. And you may not detect the damage you're doing on the back end when it comes time to upsell. But the damage is there.

      It is difficult, as few see the problem with Free. But the alternatives exist.
      I think with free, you don't even need to do the price drop/contrast thing as revealed by Cialdini - but putting a value on your free offer is really important.

      I agree with you John S - people don't value free, and on the internet, a free offer will get great response, from tyrekickers and curiosity seekers. You have to wee them out.

      You could sell it for only a dollar?

      Really, I want to switch my leads offline as soon as possible. The other thing you can do with your free offer is offer is give them the physical version (*gasp*). You still give it to them for free, but they pay the postage.

      This way you've still got a powerful front end offer to build your list, but you weed out the tyre kickers straight away.

      A client of mine (Mal Emery, from Australia) has been doing this since the 90's with massive success.
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      Grab a FREE copy of '10 costly marketing mistakes every business makes' (value $50) from my home page:
      http://www.vdx.com.au
      Brendan Hayward, VDX Marketing
      Go WF!

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  • Profile picture of the author KimboJim
    That is actually a good idea. People love free things, especially when they know they are actually getting a deal.

    However, I wonder how many people would be fooled by this. For example, when you go to JCPenny (or any other "Everything is discounted!" store) and you see every item is marked down, you begin to wonder if anything is ever sold at full price.

    But, without interjecting that possibility, yes, I do believe this is a good idea. Personally, since I don't like fooling people, I would really set up a landing page for it. Besides, who knows, that free product could end up making you more money than the product you are actually selling.
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    • Profile picture of the author ewenmack
      Hi Razvan,

      To add more value by way of proof, is to actually give
      them your biggest secret on the landing page.

      Once done, tell them you've got 6 more secrets
      [or however many] to do something magical.
      It's waiting for them, and they'll get instant access
      to them all, right now, by getting the access code by signing in.

      Tell them, to get x result, all the listed secrets need to be used together
      and in the right order.

      And what you are handing over is that magic formula.

      The code.

      Best,
      Ewen
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      • Profile picture of the author vdx_marketing
        Yeah, move the free line just one step ahead of your competitors. Make your copy worth reading in its own right. John Carlton, Caples, Ogilvy, all those old pioneers of copy used to create ads and sales letters that were informative and useful without having to buy anything. Never be afraid to give away some real value before you ask for some in return.
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        Grab a FREE copy of '10 costly marketing mistakes every business makes' (value $50) from my home page:
        http://www.vdx.com.au
        Brendan Hayward, VDX Marketing
        Go WF!

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  • Profile picture of the author RazvanRogoz
    @John S - Indeed. But most people use the word free. What I'm saying is that the marketplace have evolved. People are not stupid.

    Yes, a few ago I thought that the bribe was actually worth $47. Now, you don't need to be an Internet Marketer to realize that everyone is offering highly valuable bribes for free.

    Your social proof idea (show how many bought it) reminds me of the old bartender trick.
    If you are asking for donations, it would be a damn good idea to reveal how other people paid in advance, following the idea "if so many people did it, I'll do it too".

    Therefore, it's more appealing to donate when $5000 were already donated then when the counter is zero.
    @ Kimbo Jim - Another tactic I've thought about to improve value perception is to ask for a credit card. It is yours free, for life, but you must provide a credit card. It will lower the opt-in rate dramatically, but in the same time you will get high quality leads.
    @ ewenmack - Indeed. I remember how I've learned that info-products are actually an hard-sell. People don't want to learn. People want a magic bullet. People want something to make them thin, smart, sexy without doing anything at all.

    Therefore the example I gave earlier, with the two niches.

    What I was trying to do here was not to eliminate this. Instead, I was talking about using an extra trick to increase the value perception. In other words, following all the basic rules, proven to work, plus a way to show that the free report, video, is actually worth the $47 or $19.97
    @ Vdx_marketing - Eben Pagan did a great experiment. When he launched Get Altitude, there was a $100 applicant fee. The total cost for the program was $10000. The $100 was non-refundable. But this was for the actual order, not for an opt-in.

    And as far as selling the opt-in bribe for $1, why not, it's a good idea. There is usually enough space in a squeeze copy to build a case for buying (especially when it's only $1).
    Razvan

    PS: Regarding the $1 for the free bribe. I consider this to be a good idea especially when the traffic is expensive. I would qualify these leads for future purchases.
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