Wanna know my Top 5
FREE Web Design +
Graphics Tools for DIY
PLUS receive periodic Tech Tips
+ other Goodies in your Inbox??
You have TWO first impressions to make when asking for an email address in exchange for a freebie. What do your freebies impress upon first-timers?
One Chance to Make a First Impression (or Two)
First impressions are so, so important! Not only do they quickly give reason to stick around or run for the hills, but they also set up expectations for what's to come.
When asking a stranger for an email address, you have TWO first impressions to make:
After the Opt-In
Imagine, for a moment, that you've just signed up to get a freebie you're REALLY excited about, from someone you believe to be trustworthy and respectable. They seem established as an "expert," and so obviously you want in on their best tips!
You've been schmoozed and wowed by the buildup of this freebie, and feel assured that when you do hand over your email address, you're privacy will be respected, your user experience will be valued, and you will basically be treated as a special "insider," as you should be!
But as soon as you hit that "subscribe" button, something shifts, and you suddenly feel a little confused, panicky, maybe even duped.
You're taken to a page that says "thank you for subscribing," with no mention of your freebie. There IS, however, a request to share this great offer with all of your friends... (if you're like me, you're likely already sketched out and headed to your inbox to find your welcome email, and hit UNSUBSCRIBE right away...but, let's assume you're a little less jaded than I am, and continue on the hunt for your freebie)
Assuming your freebie must be coming in your email, you may or may not go ahead and click on a share button, before ex-ing out of the dead-end thank you page.
Feeling a little put-off, you head over to your email to look for your freebie.
No freebie yet, but there is a "you're not done yet" message, requesting that you confirm that you really, really want that freebie...
So you click. And you're taken to a page (or, alternatively, sent ANOTHER email) that confirms you're ACTUALLY "in" now, but you still have to go to click through to this hidden page and enter this password that you'll never remember (but you can't change it, of course, because it's likely the same password for EVERYONE).
To appease this issue, you're encouraged to "save this password in a safe place."
Now ask yourself: Is this the kind of first impression you'd like to make on your subscribers?
Making a BIG Impression, in the WORST Way
Far too often my own [second] first impression is largely disappointing. Surprisingly this seems to be the case with veteran experts just as often as it is with newbies, if not more so!
In case you haven't yet had any negative subscriber experiences to watch out for in your own delivery, I'll share some of mine:
In addition, I've experienced the following:
Perceived Value + Exceeding Expectations
Setting up your Freebie as a "Course", even if it is only one tiny lesson, can instantly appear more luxurious and "Pro" than a PDF that will likely get lost on someone's hard drive.
You want your new subscriber to be eager to consume the content they just obtained, and you also want to make consuming that content as easy and pleasing an experience as possible!
There are several reasons why I think using a platform like Teachable can help make these goals much more streamlined and attainable, many of which are outlined in this post: 10 Reasons to Set Up Your Freebies or Membership Site on Teachable
If you take nothing else away from this post, I hope you'll consider this:
You want to make a good impression before someone makes any kind of investment or commitment to your content. Just make sure that you don't build up your offer so much that it disappoints! Be honest about what's to be expected. It's better to miss out on an opt-in altogether, than to attract your ideal audience member, convince them to happily sign up for your thing, and then have them wish they hadn't bothered! :)
P.S. my own freebie process is a work in progress, so take what I've said here with a grain of salt, from an opinionated consumer's perspective ;) We're all continual works in progress, and it's far easier to notice someone else's innocent oversight than to pick up on our own! And so my hope is that you'll find this post challenging, but not discouraging or judgy:)
And in case you're wondering, no, I don't YET have any freebies up on Teachable, but yes, I AM working on it -- and I think it's gonna be epic!
What are some things that have impressed or bothered you about free goodies you've received? What can you take from those impressions and apply to your own business? I'd love to know in the comments!