The Biggest Reason People Aren’t Downloading Your Freebies
In the past, I’ve talked about how freebies are great tools for getting people to sign up for your email list. The theory goes something like this. You offer them something of value for free, and in exchange, they give you their email address. In the future, you can market to them through email, and it should eventually pay off for you.
And it works. Sometimes.
There’s one little problem with this theory that‘s worth going over. People assume that just because you throw a free offer up on your website, people are going to line up like it’s Black Friday to get it from you. Many times, they won’t.
In short, just because you put it there, doesn’t mean anyone will take it.
And look, there are a number of reasons people aren’t downloading your freebies. Maybe they just don’t feel like taking the time to do it, or maybe your offer is buried and they’re not even seeing it.
But there’s one HUGE reason that trumps all others. Are you ready for it?
The biggest reason people don’t download free stuff is because they don’t see the value of it. Just because you’re giving something away for free doesn’t mean it’s an opportunity people can’t pass up. In order for that “Free” tag to carry any weight, the prospect has to understand the true value of the thing you’re giving away. Otherwise, it means nothing to them.
Let me give you an example.
A while back, a store called Half Price Books (I think it’s only a Houston chain) opened a new location down the street from me. They announced they would be giving free $10 gift cards to the first 100 customers at their Grand Opening.
Guess what? Those gift cards were gone in no time at all. People lined up to make sure they were one of the first 100 people there.
Why is that? Are people really that desperate for $10? Not really. But they understand the value of that free offer, and they couldn’t pass it up.
You need to add a sense of value to your free downloads if you want anybody to take advantage of them. Sell the benefits of it. Let people know how much that free eBook is really worth. Make it seem like a limited time offer if you want to.
The point is you have to do something to make people realize that they’re getting a great deal by downloading your freebie. Otherwise, it will just sit there, and you won’t get anything out of it.