In any business you need leads and customers.
If you attract leads online, then you need something that will entice them to visit your website. This can be a special report, a video, an audio and yes, even a free book. This is called a “lead magnet.” It’s what attracts new customers to you. It’s usually something that you are willing to give away for free.
If you’ve ever tried a free sample at the grocery store you’ve experienced a lead magnet. The company offered you a taste in the hopes that you would want the whole thing.
That’s what you’ll be doing with your bestselling book.
After your lead magnet, you’ll offer them something at a low cost. Between $7-$17 is pretty standard. Some marketers call this a “tripwire.” I personally think that’s a horrible name because a tripwire insinuates a booby trap.
That’s not what we’re doing to our customers. We’re not sabotaging them with booby traps at all. We’re offering value and welcoming them into our exclusive club.
So you have a lead magnet that is so appealing that it pulls in the people that you want to do business with. Then you offer something even better for under $10 bucks. It’s great way to filter out people and it will save you a lot of time.
The reason for this is simple. If you went through the Answer to All Your Questions Method then instead of having to spend an hour with each new client answering all his questions, you can give him a copy of your book as a resource.
Think of the power of using your book in this manner. You not only established your credibility by answering a few of your client’s questions, but you gave him something of real value that he can use going forward. You’ve just created extreme credibility with your new client.
So, how do you structure your online sales funnel?
It starts with your book. You offer it for free or at low cost. My preferred method is to offer your book for free and ask people to cover the postage.
You may be thinking “If I’m giving my book away for free, that’s really expensive.”
And if that’s all you’re doing, you’re right: it can get expensive fast.