Brief Summary
This video introduces the "Moving the Free Line" marketing strategy, which involves offering more value upfront for free to attract a larger audience and build trust. By increasing the perceived value of free offerings, businesses can attract more leads and subsequently sell higher-priced products or services. This approach not only benefits the business but also promotes transparency and honesty with customers, fostering stronger relationships and long-term loyalty.
- Moving the free line involves offering more value upfront for free.
- This strategy can attract a larger audience and build trust.
- It also promotes transparency and honesty with customers.
Introduction to Moving the Free Line
The speaker introduces the concept of "Moving the Free Line" as a marketing strategy. This strategy involves providing more value to potential customers for free, with the goal of attracting a larger audience and building stronger relationships. The speaker emphasizes that while the strategy isn't new, its modern interpretation can significantly benefit businesses.
Understanding the Free Line and Depth Line
The speaker explains the "Free Line" as the initial interaction and value a customer receives without making a purchase, such as free samples, ads, or website content. The "Depth Line" represents the progression of products or services a customer might purchase over time, ranging from low-priced items to premium offerings. Examples include a free report, followed by products priced at $10, $50, $100, and eventually reaching a premium product at $1,000 or more.
The Strategy of Moving the Free Line
The core idea is to shift valuable offerings from the "Depth Line" to the "Free Line." This means providing something that used to cost money for free. By doing so, the lead funnel widens, attracting more people interested in the valuable free content. Consequently, the "Depth Line" can also be moved, allowing for the introduction of higher-priced products or services. The increased traffic from the expanded funnel ensures a larger pool of potential high-value customers.
Case Study: Altitude Marketing Program
The speaker shares a personal example of using this strategy with the launch of the Altitude Marketing program. The initial marketing involved a free business analysis quiz, followed by the giveaway of free software. This approach was designed to demonstrate the effectiveness of quizzes in generating higher opt-in conversion rates compared to standard landing pages. By providing valuable tools and information for free, the program attracted a large audience through affiliate partners.
Benefits and Impact of Moving the Free Line
Moving the free line allowed the speaker to sell their first program for $10,000 right from the start. This was possible because they attracted tens of thousands of people to the website by offering significant value upfront. Instead of directly asking affiliates to promote a high-priced product, the speaker shared a video showcasing the free tools and valuable content, which naturally led the affiliates to share it with their lists. This strategy of providing massive value from the beginning was highly effective.
Leveraging the Internet to Move the Free Line
The internet offers numerous ways to move the free line, such as giving away free webinars, streaming videos, and downloadable PDF books. These strategies can be used by individuals with no existing list, market, or product to generate a large audience. The key is to translate value into free offerings that attract and engage potential customers.
Ethical Considerations and Competitive Advantage
The speaker emphasizes the importance of honesty and transparency with customers, advocating for business models that allow customers to make informed decisions. By providing value upfront, businesses can avoid practices that rely on customer inertia or deceptive packaging. Additionally, the speaker warns that if a business doesn't move the free line, competitors will, potentially stealing their business. Therefore, it's crucial to prove your value by giving enough away for free to demonstrate that you are the best in your field.
The Market for the Best and Final Example
There is always a market for the best. By giving people a taste of your expertise and demonstrating that you are the best, you will attract an audience and customers who want to work with you. The speaker concludes with an example of a headline offering unlimited TransUnion credit reports and scores free for 30 days, illustrating the power of providing valuable services for free to attract customers.
