Does a free marketing report still attract? I mean, here we are inundated with information and more information. And kaboom, there’s yet another website that you have to subscribe to–just to get the free marketing report.
Um, if you’re looking for this report, click here.
So does the marketing report attract?
Heck, yes it does. But there are conditions. Yes, even if you have a squillion reports stacked up in your computer. Because attraction is built on appetite. As in: current appetite.
You might have a fridge full of food…
Your office drawers might be stacked with sugar-coated stuff you shouldn’t eat. Your home pantry might be stocked with enough food to last a nuclear-winter or two.
But you’re not at home. Or in your office. Or taking a stock of your pantry.
You’re on the street. And you’re hungry now.
And that’s why the free report still works as an attractor. Because when a customer comes to your site or your blog, they’re still hungry for more. If your website/blog has a report that gets the customer’s attention, they’re still going to want your stuff. They’re still going to jump over the hurdles to get it.
Big hurdles too. But how big?
How about
1) name
2) phone number
3) home phone number
4) email address
5) physical address
6) city
7) state
country.
Is that too big a hurdle? Is that too much? What do you think?
Yeah so your free report is awesome, but is that too much information? Or is it valid?
5 responses so far ↓
1 Ankesh Kothari // Mar 29, 2007 at 1:41 am
The success of barriers depend on depends on:
1. The usage (and relevance) of barriers
2. The barriers that competitors have
3. The pay off
For eg: if you run a video store and you require all your new clients to fill out a long form and give you their photo and pay an initial deposit - while the video rental store next door requires none of that - where do you think the people will go?
Now what if you offer 2 free rentals for the pain?
And what if you make the barriers very relevant? For eg: Rivendell gets people to fill out 5 lengthy forms. But they use the information you provide to “customize” the bike according to your needs. And people willingly fill them out.
The long form barrier for reports aren’t working that well as they used to because there are so many people using the same technique. The number of competitors with similar or lower barriers has increased. So you’ve got to make the barriers way more relevant or make the pay off worthwhile.
2 maryrose lyons // Mar 29, 2007 at 3:08 am
When asking for address, be mindful of us Europeans and don’t make state a requirement. Here in Ireland, we don’ t even have postcodes, so it can be a bit of a pain leaving spurious information that is of no use to the content owner, just to get access to the report or white paper.
3 Sean D'Souza // Mar 29, 2007 at 5:33 pm
I know just what you mean. We live on an island (granted it’s New Zealand) and we don’t have states either.
4 Sean D'Souza // Mar 29, 2007 at 5:33 pm
And ditto with postcodes. We have them, but no one uses them, except for commercial mail.
5 Sean D'Souza // Mar 29, 2007 at 5:34 pm
That Rivendell form–that’s the one I need to get my hands on.
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