Hey guys, Pete here and I want to answer a question that someone in my e-mail sent me today. And it was: “Pete, help! Basically my free ebook isn’t working anymore”.
So, let’s go through the why behind this. Because I think e-books used to work.
I mean, I first started doing some online stuff in like 2008, 2009. The key thing of my web site was an ebook and the idea is it’s an ethical bribe.
So somebody gives you the e-mail address in exchange for this free e-book, which we can then market to down the track.
If you can hear me and see me, just give me a thumbs up or a yes because it wasn’t working the past few attempts. Hopefully it’s working now.
So the ethical bribe used to be as simple as: for trainers, put an e-book up on The ‘Twelve Steps of Fitness’, ‘The Five Tips to a Bikini Body’–whatever your market was.
You would swap or bribe somebody, their email address for your e-book.
But recently, as in, you know, that was 13 years ago, and during those it’s working really well. Getting several opt ins per day.
I think the game is different now and the game has changed.
So I want to share what I wrote back to this question and some tips for you to get more leads to get more Front-End leads into your funnel.
So you definitely want to have an ethical bribe and you can use it on your home page of your Web site on the different areas of your blog and also in paid ads on Facebook.
Checklist or a Cheat Sheet
One of the best things that’s working right now is a checklist or a cheat sheet. So instead of a 50 page e-book, just have something that’s short and simple.
You want a couple of things around this you want to make sure it’s quick it’s easy to read and it’s easy to implement.
The problem with e-books or a five part video series, or you know an e-course they have to go through, is it involves work, right?
Like someone opts in and they think, “This just involves more work to complete”.
I’m not going to opt in and get this e-book or if I do, even worse, I do opt in for it, and I don’t even read it.
I heard somebody the other day and I really like is that if you are offering an e-book, or if you’re offering a three part video series or five part video series, which used to work really well.
If you’re doing that today in 2017 and somebody opts in and then they don’t read the book or they don’t watch the videos, you’re actually conditioning this person to when you send them something in the future to not open it to not follow through with it to not take action on it.
Instead, you want to be known as the guy that when you send something out, that “Oh these guys are useful. I want to action it. Last time it gave me results right away. It gave me simple tips I could apply today.”
So the month just gone, what are we? The end of May. During May I surveyed some clients with some cheat sheets, some checklists some things to give us an ethical bribe that weren’t e-books or weren’t five part video series and they had their best month ever.
And it all started with the top of the funnel.
The easy entry into the funnel if you want to copy this by the way.
Just write checklist down below and I see the irony–it’s a checklist on how to create a checklist. And I think that’s something that’s pretty cool. I’m going to give you a checklist on checklists.
But basically there’s a couple of things you want to make sure it takes off for or get used to. I want to give you a couple of them in this short video.
#1 Make your checklist short
So first off you want to make it short like a one page checklist or two page checklist max.
People don’t have time to read a 300-page ebook which you know with the memoirs of your life on that.
They just want a quick and easy to read.
They could read, you know, they’re so busy so they want to read it super fast.
#2 Make it easy to implement
The other thing is it should give us some stuff that’s easy to implement.
So if I’m selling fat loss what is an easy to implement things on a checklist I could provide?
Instead of doing long e-books or elaborate five part video series as the first part of your funnel, instead give something quick something easy, something valuable and with humor–like a checklist or a blueprint or a cheat sheet.
They work amazingly well.
Three clients I’ve done it with, they all had their best month ever just gone. And that was just the start of it.
If you want to copy this right checklist down below, I’ve got a checklist specifically for PTs and Fit pros on how to create ethical bribes you know stuff at the front of you funnel which is usable. And easy and quick.
Ben Murphy thanks for the love my screen is blowing up.
I think e-books are great but maybe they’re a middle-of-the-funnel-type thing, not on top of the funnel.
I think webinars are great. Also something that can be used in the middle of the funnel. And not at the start of a funnel.
What works best at the start is something to build trust. Thanks, Jake. I’ll send that through, dude.
If you want to copy this checklist write checklist–it’s like a checklist inception–and I’ll send that later today.
But basically to sum up guys e-books are dead for a top of a funnel. Webinars, five-part series, they are so 2005.
So use something that’s
- quick
- easy
- actionable
- goal-oriented
- specific to your niche.
Does it make sense?
Instead of a long 200-page report which was like, I’m reading a pop med thing on fat loss.
Give them what they want–quick, easy to consume, and easy to implement.
