groups / life outside of work / The Coffee Shop / Do you believe the offering of an ebook download for gaining of an email address is missleading and wrong?

Do you believe the offering of an ebook download for gaining of an email address is missleading and wrong?
Created on February 27th, 2011

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Chris Ferbert
(cf7148)
joined Dec 2010
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Feb 27th 2011 at 18:21 PM
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Scott Miller
(checkthemout1st)
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Feb 27th 2011 at 18:39 PM
Chris, it's a common way to do things because hopefully the free download provides enough value that giving up the email address was a worthy exchange.

Reputable marketers will have simple, one click ways to unsubscribe from the list if the person doesn't find the information valuable or is simply after the freebie.

It's similar to a new bakery giving out free samples of their pies or cakes, if the quality is good, you'll come back and buy one, and maybe tell your friends too.

What better way to gain a person's trust than to allow them to sample the product for free?


GT Bulmer
(GTBulmer)
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Feb 27th 2011 at 21:12 PM

Hi, Chris: That's a fair question and a good topic for discussion.

My opinion: I'm with everything Scott just said about it. It's common practice and hopefully the ebook delivers on the promised value.

GT :-)


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Nina Nestoroff
(NinaNestoroff)
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Feb 28th 2011 at 4:32 AM
Hello Chris,

I agree with GT and Scott. It's called incentive marketing. I offer you a free "something" in exchange for you giving me your contact info.

The incentive must be good in order for you to complete the form. Otherwise you'll just pass it by. Of course, whether something is good is totally subjective, right?

If the marketer has done it right,
1) the incentive is good
2) added value is given
3) a relationship is established
4) continued value to the subscriber
5) the marketer becomes someone the
subscriber knows, likes and trusts

Nina


GT Bulmer
(GTBulmer)
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Feb 28th 2011 at 11:19 AM

Great points on incentive marketing, Nina.

Just thinking about Chris's question again, there is one thing I don't like about how some marketers use the ebook incentive to collect email addresses.

What I don't like is going to a website or landing page that gives you a big build-up about the benefits of this ebook that you can have free, then when you click the link to get it, that's when the marketer hits you with the email address request. I think it is more respectful to tell the prospect right up front that you can have this incentive free, but you will have to provide your email. Then they can launch into how great the resource is.

GT :-)



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Chris Ferbert
(cf7148)
joined Dec 2010
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Feb 28th 2011 at 11:33 AM
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Scott Miller
(checkthemout1st)
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Feb 28th 2011 at 16:06 PM
Chris, the idea is to give something relevant to the prospect you're looking for. If your product is about video games, a free ebook about trout fishing isn't a good fit. A free guide with 10 tips and cheats for a video game WOULD be a good fit, and if the information in the free ebook was useful, they might be inclined to spend money to get more info from you.

You mentioned that what you're promoting is free in the first place, which makes me wonder - why would it need much promotion if it's free and actually works? One thing comes to mind, free to join programs that are supposed to earn the member money when they bring in other members who DO make purchases. Or something that while it IS free, it's of no use to anyone anyway. A free club for people who ride earthworms to work, would be an example.


Nina Nestoroff
(NinaNestoroff)
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Feb 28th 2011 at 16:12 PM
Chris, I know you've heard it said (we all have) that the money is in the list. And it is. Your primary focus should be to build your list. Establish yourself as someone who provides value. As your list builds, you can then promote whatever you want, whether it's an affiliate program, MLM, a traffic resource or whatever. You will have proven to be someone who is trusted and people will follow you.


Rex Harris
(rexharris)
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Mar 2nd 2011 at 14:05 PM
The incentive doesn't have to be an e-book. It can be a video, it can be a free class, it can be your personal time. Incentive based marketing is great, I'm all for it. If you are going to do it you have to give INCREDIBLE value. It's like Frank Kern says, "Always lead with your best stuff!"

If you are leading with incredible value and are following through on your promises then you aren't misleading anyone. I tell people EXACTLY what I'm doing on my capture pages... if you don't want to get e-mail from me then don't opt-in.

Honesty is always the best policy.

Cheers!

Rex


Nina Nestoroff
(NinaNestoroff)
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Mar 4th 2011 at 6:48 AM
Honesty is always the best policy. (unless your mate says "Does this make me look fat?")


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