Contrary to what some Gurus say, eBooks are NOT a good lead magnet. Here’s why:
I have clients that put so much energy, time, and money into creating an eBook only to be a bit disappointed about the number of people who actually downloaded the book.
I’ve had other clients who had an attractive number of downloads but couldn’t really get good conversions. Meaning, not many people actually purchased the big-ticket item even after an email sequence was implemented.
I am not saying that an eBook is a bad way to attract possible clients.
I’m actually working on an eBook myself.
But you’ve probably heard from some gurus out there that say put an eBook as a lead magnet on your website, have an email sequence, and people are ready they will just buy.
And for the people who don’t then maybe put them into your newsletter so you can be top-of-mind when they are ready to buy.
That’s not bad advice; it’s just old advice.
You see, people are getting smarter and smarter every day and now email addresses guarded almost similar to Social Security numbers.
They know if they download an e-book they think they will get “spammed with emails” they never asked for.
They think it’s a bait and switch and, frankly, are tired of this approach.
Here are some screenshots I took of real ads comments that have appeared on my FB newsfeed. FYI – these are not ads created by me or my team 🙂
So now what? What can you do about it?
Charge for this eBook! Charge for it, my friend.
It will not only give you more credibility but if you do offer it for free they will know it’s truly for free and not a bait and switch.
Because when they see that you charge for it on your website and that it is available on Amazon, they will know that you are not like the other ones out there that just want their email address to sell them on something on the backend.
Here’s my follow-up to this answer:
You are still going to use your eBook as a way to get leads, but NOT as a lead magnet
Use It To Add Value To Your Course
If you sell a course online, an ebook is a great value ad.
Along with your other bonuses, you can continue to stack on the value of your course by adding your book as an additional bonus.
You can say that your ebook sells for $14.95 on Amazon.com but that as part of this course you will get the PDF version as a bonus.
Use It As A Tripwire
Tripwires are small price item to simply to convert prospects into buyers.
The goal with Tripwires is to change the relationship from prospect to customer. The conversion of a prospect to a customer, even for $1, is magical.
Russell Brunson is the king of Book Tripwires
As you can see his offer is to get his book for free, you only pay for shipping.
Here is what he is fundamentally doing:
- getting people to open the wallets for a small amount and, essentially, changing the relationship from lead to customer
- building his list with active “customers” to offer future upsells
Word of Caution: I have personally seen this strategy work for those who have a large and active email list (or are working with affiliates).
If you have an ebook, my suggestion is to charge for it and offer it on Amazon and/or your website, so that you can either stack value on your offers when you offer it for free or use it as a tripwire go build a list of active customers that are ready for upsells.