The word “Free” has become so overused in webcopy now that it’s lost much of it’s ability to convert visitors to subscribers. That’s the conclusion of David D’Anna in his latest post over at Clayton Makepeace’s wonderful copywriting blog.
To a large degree I think he’s right. The mere fact that something is FREE in todays hyper-competitive online marketplace no longer counts for much. As some marketers have abused their lists with offer after offer, surfers have understandably become more choosy who they hand out their email details too.
That’s why it’s imperative to offer huge value in your opt-in offer and then deliver on what you’ve promised. The benefits and value of your offer should be so obvious and compelling, the fact it’s FREE should barely matter.
The really smart marketers out there will tell you the same.
Lee McIntyre for instance, is almost evangelical about building strong relationships with his lists and web visitors by giving away value-packed original content . And he’s proven it works with a string of successful product launches and lucrative affiliate promotions.
So by all means, give stuff away free. Just don’t expect it to be enough by itself. Your offer has to be top-notch too.
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