Taking this into account, combined with the fact that I knew different people had different budgets and interests, I decided to present two call-to-action buttons.
My strategy was to simply deliver on the promise that would be made on the opt-in landing page by giving the reader 5 simple and useful bites of value. I made mention of something that I liked about his website, and we brainstormed further.“Oh, that’s what’s called a ‘self-liquidating offer.'” I asked him to explain further…For the free offer, I decided to create a free report called “5 Tools and 5 Tactics Guaranteed to Grow Your Leads.” Something like this would be relevant to our core service business as well as to our paid course offering.Here’s what I needed to create in order for the system to run smoothly.In other words “here’s the tool, here’s the tactic, and here’s how you do it.” Second, I recalled when I had studied KISSmetrics free reports / guides in the past that they always made sure to include a call to action and a link at the end of of their PDFs. So at the end of the report I created I made sure to include a call to action, but I took it one step further.
According to Derek Halpern’s research on pricing, having multiple package offerings increases conversion rates versus having just one package or level of pricing.
The most important reason to start with the end in mind by explicitly defining your goal is that it will inform your choices in constructing marketing the campaign.
For instance, my goal here was to build my email list, so instead of directly promoting our paid course, I would instead create a landing page with a free offer.
A self-liquidating offer is something that generates an email opt-in, lead, or purchase, while simultaneously offsetting (or completely negating) the cost of advertising.
For example, let’s say I wrote an ebook and decided to set-up a dedicated landing page for it.
For your benefit, here’s what I did and how I put all the pieces together to form a mini-marketing system.