How to Convert “Free” to “Fee”

One of the standard lead generation offers you see is the “Free Offer” - free newsletter, free ABC audit, free initial consultation etc…

While I think that providing value up-front is appropriate in many situations (for example, I publish a free marketing newsletter monthly), the “Free Offer” can be overdone and come back to bite you by devaluing your services in the eyes of your prospects.

Free newsletter leads to free consultations leads to cut-priced pilot projects and so on…

Giving too much away free can send you to the poorhouse. Recently I came to the conclusion that I have been giving away too much free as well, and have been putting in place a range of strategies to turn the situation around to

(A) make my time more productive and profitable and (B) provide genuine value to a greater number of high-quality clients .

The best marketers are those who have worked out a way to have people pay for their expertise as soon as possible in the marketing process. Sure, start by giving away free information (newsletters, reports, White Papers etc…) - but you also need a strategy to convert “free” into “fee” as soon as possible.

One way to do this is with educational information products. If you’re a speaker or expert, you can impart plenty of great information in the form of products that, even if they are modestly priced (e.g. a $29 e-book), start to place value on your intellectual property.

This breaks the cycle of free consultations and free advice that hold many professionals and other businesspeople back.

I’ve recently co-authored a strategic manual on Internet marketing and lead generation with Jay Abraham that will be go on sale soon…it plugs many of the strategic gaps that hold back regular “offline” businesses from profiting from the internet.

It took me a while to realise the importance of offering premium information - my best stuff - in a form that can be economically accessed by my target market. This new Report will certainly create huge value for clients and also meet my objectives too.

If you’re interested in how to leverage the internet in a way that produces explosive results for your “offline” product or service business, sign up to my Client Attraction Newsletter. You’ll not only receive tonnes of valuable business-building advice, but also get advance notice of the Internet Strategies Report launch.

Also, why not share your stragegies for converting “Free” to “Fee” by leaving a comment. Sensible comments (not about V1AGGRA) will be left a backlink to your site!

Bests,

Will

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