You work hard to build your blog through traffic and content strategies, but are you working equally as hard at converting readers into paying customers? As Darren demonstrated during his week-long, $72,000 ebook launch, having your own product available for sale can help you generate an impressive revenue stream.
To get to the big numbers, however, you need more than just a high-traffic blog – you need a way to contact your readers via email, because that’s what really drives the sales. Let’s talk about why this is true (and how you can start using your blog to build a list who will buy from you).
The Blessing (and Curse) of A Blog Audience
Blogs are an incredible way to build a connection to your audience. People get a chance to sample your content, get to know you, and establish trust in you, all at their own pace. Your loyal readers can spread the word about you, creating “social proof” and an ongoing stream of new readers. It’s a beautiful thing.
The downside, though, is that a blog audience isn’t necessarily a “real time” audience, meaning that readers may not be keeping current with your content on a daily basis. And this will kill you when it’s time to do a promotion or sale.
You may be running a 5-day special on a new product or service, but what if readers only catch up on their RSS feeds once a week? They may miss out. Or, if their feed reader is too cluttered, they may never get to it at all. You run your promotions, and sales flounder.
But having a growing number of people who are subscribed to your mailing list turns the tables on this problem. If you’re releasing a product today, your subscribers will hear about it via email today – no matter what.
The Advantage Of An Email Audience
Unlike feed readers or tweet streams (which people often skim through, ignoring most of the content), email commands attention in a different way. Readers are used to opening emails in order to figure out what to do with it (read it, save it for later, or delete it), and they’re a lot more likely to give it a look – and click the links inside – within a few hours of it being sent.
So if you’ve got a promotion going tomorrow, you can let all your readers know about it tomorrow. Some may decide to ignore it, but they’ll have at least seen it, because their inbox gets looked at in detail at least once a day.
And if you’ve been doing your job using your blog to warm up your audience, they’ll be more likely to open that email soon after receiving it.
So let’s talk about a few field-tested strategies for getting your readers on your list.
How to Get Blog Visitors On Your List
To get blog visitors on your list, you need to have a reason for them to join up – and in most cases, people offer a freebie such as a special report or audio/video content as an incentive. The challenge with this, however, is that everybody’s doing it.
Years ago, just having something for free was enough to get people to join your list. But these days, people are inundated with free offers so you’ve got to do something more to stand out. Whatever it is that you give away needs to better than good – it needs to be spectacular.
The good news is that making this happen is pretty easy to do. All you need to do is create one small, product-worthy resource that solves one of your potential customers’ biggest problems. It doesn’t have to be a gigantic undertaking – just a resource that represents some of your expertise specifically positioned to solve a reader’s issue or help them become smarter than they were before.
I recommend you actually create a workbook for this free resource, because it’s a format that isn’t used too often and will more readily capture attention. “Special Reports” are a dime a dozen, but most people are accustomed to paying for workbooks, so your offer will automatically appear higher-value.
Why The “Free Product” Model Works So Well For This
Giving away a product-quality resource is an incredible list-building tool because it takes people by surprise – they’re not used to getting something truly substantial for free. And workbooks are particularly powerful because they contain the promise of some fairly immediate results – when the reader gets through it, they’ll either have a particular problem solved or they’ll have more information around a topic that’s important to them.
That promise of immediate results is a powerful motivator to get on your list, get your workbook and go through it. And once your reader finishes that workbook, they’ll be pre-sold on the idea that you are a person worth buying from in the future (after all, if your free stuff is product-quality, how much more impressive will your paid products be?).
One other benefit to this “over the top” free offering is that very few of your competitors will have the guts to do this. Just having this resource puts you at a competitive advantage.
What To Do If This Seems Like A Scary Amount Of Work
By this point you might be thinking that you don’t have the time to make a product-quality offer for your list. But it’s actually easier than you think. You don’t have to create a 100-page PDF or 6 hours of audio – all you need to do is pick one specific pain point your audience has and create a resource that lets them get one step further than they are now.
And to show you just how simple it is, I’ve put together a free workbook that steps you through how to put together a product-quality resource in a weekend (or even one day, if you’re ambitious). It’s not that difficult to do, and the payoff can be huge. I’ve personally used this free workbook strategy to drive over 3,000 people onto my list over the last seven months, all by adding additional free workbooks to a “library” on my blog.
(And the best part is, you can reuse the strategies in the free workbook to create additional products you can charge for after you get people on your list.)
When You’re Ready To Begin Building Your List, Here’s What To Do
What would it do for your blog’s reputation to have a product-quality resource available for free download? And how strong of a good first impression would you make on your readers if you offered it?
Take a look at the free workbook and decide what kind of resource you’re going to create to pull people into your mailing list. One weekend is all it takes, and it could be the tipping point your blog has been waiting for.
Dave Navarro is a product launch manager who specializes in teaching smart blog owners how to build responsive email lists and create their own high-demand information product platform at his blog, The Launch Coach.