Giving Away the Farm
So I get lots of questions about free content… how much free content to give away.
And behind that question, it seems like people are worried that if they give away too much free content, that no one's going buy from you. So if that's your worry, if you're worried that you're giving away… “If I give 'em a 14-page ebook or a pdf as a lead magnet, that's my whole product!” Well, if you fall in that category, then you just haven't gone deep enough. I mean the crazy thing is that almost everything, once you start to dig into it, you can go deeper and deeper and deeper. If you're asking “How much value do I give away?” or “How do I avoid giving away the farm?”— you're probably asking the wrong question. You just need to think about how to go deeper to create your product.
Now you don't want to overwhelm people with so much free stuff that they'll never even get through the free stuff and they'll never be able to buy from you. But in general, I see people making the mistake of not giving enough value.
So let me give you an example. I just did my launch, for Product Launch Formula®, I do this once a year. So I just rolled that out and I actually gave away 14 hours of free content. This is the most by far. In fact, I took that idea of “give away your free stuff and it'll grow your business” — I just took that to the next level because in my past launches, I would give two hours, maybe three hours of free content. Here, 14 hours of free content! And you know what? I had one of my best launches ever. One of my best launches ever — 14 hours of free content. Pretty amazing.
So why do people buy? Why did thousands of people buy from me when they got 14 hours of free material? Because you can always go deeper. You can always go deeper. I gave them a super detailed, big picture, overview. But within that, you can go deeper. You can go step by step by step. Here's the actions plan, here's how every single piece fits together, and that's what's in my program. I just teach everything in my program. So, 14 hours of free content to a $2,000.00 sale.
Now the crazy thing is, you can always go deeper, right? So even my $2,000.00 product, where I give away everything, you can always go deeper. So I've got a live event coming up and in that live event (and it's going to be a very expensive, very high-end, live event because you can always go deeper), there's coaching, there's implementation, there's the live environment, there's access, there's the debrief of my latest findings. So even… I went from 14 hours of free, to a $2,000.00 product, to a much higher, small, intimate event. You can always go deeper.
So, here's a hint, if you're having a hard time figuring out how to go deeper in your material, then you need to get face to face and you need to start teaching it. Because once you start working with people and teaching it face to face, whether it's in-person face to face or its on a live telecast or a webinar, or even a teleseminar, once you start answering questions, people will pull it out of you. They will pull the material out of you. They will help you go deeper.
Just remember, no matter what, most people make the mistake of not giving away enough value. That's the number one thing to remember and the other thing is, you can always go deeper in your work.
So I'm Jeff Walker. Wherever you're watching this, scroll down, leave a comment for me and let's go get 'em this week.