Free. Oh how we love to hear that word. Just the sound of it coming off anyones lips triggers the immediate exclamatory one-word questions -- What When or Where
Everyone loves a bargain. And there was once a time on the Internet when everything was at a bargain. For the Internet boom of the late 1990s ushered in the free business model when almost everything you wanted online was priced at . . . well, for free.
Thats not the case anymore. Many of those companies with the free offers have taken free voluntary bankruptcy.
But still, there are many websites that use freebies to increase their website traffic and attract new business. Does it work You darn right it does, or else it wouldnt still exist. However, the online commerce world is a game of Survivor if there ever was one. Survival of the fitess, that is.
Free works great as a marketing strategy provided it is used to convert website visitors into real paying customers. To do that you have to have a product or service that people need, want and will buy. But above all, your products and services have to be competitively priced. The only way you can expect to garner top bucks for your goods or services online is to offer proprietary products and services that no one else offers. If you cant do that, be prepared to lose a lot of sales to your Internet competition who most likely has some aspect of the free business model in their marketing plan.
You have to be competitive online, because now, more than ever before, people have the ability to use powerful search engines like PriceGrabber.com, PriceScan.com or Shopzilla.com to find the best deals online.
But what if youre not searching for a name brand product. What if you really do want something for free What if you want to know more about whats free online for lesser known products and services. Then, you might want to consider turning to an information source that provides helpful articles and hints about free goods and services online.
In the event you cant find the free item or service you desire, or chasing down a free offer ends up costing you big bucks, chances are you might just copy and paste free to your brains list of bad four-letter words. :o)
Craig Whitley is a freelance writer that frequently writes about the Internet, consumer trends and online business practices. He is a contributing editor to and other websites that focus on providing useful information to consumers.
Are you content with YOUR marketing campaign Or... let me guess. You dont even HAVE one yet Shame, shame, freelancer friend! Your marketing campaign is crucial to the future success of your business. A campaign is a specific plan of action that includes the following:
- creative elements
- content thats packaged in multiple forms
- chosen communication avenues
- regularly timed information releases
- your branding message
- email subscriber captures
- an ultimate end that serves as your cash cow
Your marketing campaign will be there to keep you aligned with your mission. Without a campain, you will never be able to focus your effort. The short-term goal Hit the market hard and steady. Go for capture and conversion that builds trust and credibility with your customers. The final goal Unleash the Ultimate Product on your audience and make that sale.
Specific Instructions How to Execute the Ultimate Marketing Campaign.
(Note: If I were turning this into a book, I would blow out each and every element here and explain it to you in great detail so that you would know step by step how to carry out each action from start to finish.)
1. Prep Phase. Create a themed website using orignal artwork and copy, with its own unique domain that tells your reader the story in 3 words or less. Capture the mood and language of your target customer. Organize pages categorically and design for optimal navigation.
2. Content Creation. Write strong, hard-hitting content that you will publish in your email newsletter, e-books, network posts, blog entries and in web articles you submit to directories. You will need a LOT of content, including internal elements like your website, blog, newsletter and email drip campaign, plus external elements you plan to release on the web in the form of articles, network posts and ads.
3. Press Preparation. Write PR material for the promotion and hit the web hard with periodic informative updates on the big plan. Include the Who, What, When, Where, How, Why; write in third person and make sure your audience knows why this is newsworthy information.
4. Internal Customer Info. Create HTML-formatted customer information that you will send to every person who signs up for or shows interest in your promotion. Anticipate questions your readers will ask, and craft detailed answers that you can utilize later. Explain any pertinent details, for example: How to Sign Up for Our Affiliate Program.
5. Call Them To Action. Write an informative tag with a call to action. This tag should tell who you are, why the customer should start paying attention to you, and what they must do to receive more information. Pin this tag on every single piece of content you release on the web. Dont forget your URL that leads to a landing page where you can capture their email address!
6. Brand it. You MUST add your name, URL, signature slogan and matching logo to every single piece of content you put into circulation. Do you have a tagline If not, start brainstorming a memorable one-liner to add to the bottom of your messages.
7. Timed Release. Every so often, you must bop your readers over the head with another useful snippet of information. Deliver their happy pill (or their free download) with a message that reminds them who you are and urges them to take action, i.e. Sign Up for More Free Info Right Here. This is how to build trust and credibility.
8. The Final Stretch. As if you werent doing enough, in the last leg of your campaign you must kick it into high gear so that your readers will be reminded of what you can do for them. The Final Stretch should intrigue your readers and hold them at bay while building to the grand finale, which of course will be far more exciting than any other element youve produced so far!
9. The Payoff. Youve got to give your customers something amazing, better than all the free info youve already provided. It may take a long time to get to the payoff, but this should be your long term goal- that thing you will create that people will be willing to pay money for because they believe in you and your products. Maybe its the Ultimate Marketing Manual, a Series of Teleclasses, a Hard Cover Book, or Tickets to Your Seminar.
Ultimately, you cannot expect to make money on the web without a plan. It takes a long time to produce and distribute content on the web, so having helpers can be a lifesaver. If you cant afford to hire helpers, put your nose to the grindstone because to make this work youve really got to throw your soul into it. Think you can take the callenge Im rooting for you all the way!
Copyright 2005 Dina Giolitto. All rights reserved.
Are YOU Content With Your Content Get Top Secret Marketing Tips from the Webs Biggest Gurus and Expert Authors on The First Annual Web Content Awareness Day on FEBRUARY 9, 2006.
Dina Giolitto is a copywriting consultant and ghostwriter with 10 years of experience writing corporate print materials and web content. Trust her with your next e-book, article series or web project, and make a lasting impression on your audience of information-hungry prospects. Visit for more details.