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Incentivized List Development
In the recent past, it didn't take much to build a list. Drop a few good hints, point readers to some useful resources, and the word leaked out: your ezine was the one to read. Readership swelled. A geometric progression became a reality. More people told even more people. Thousands, and then tens of thousands joined. Ahh, for the good ol days! Today, things are different. Everyone and their brother (mother, uncle, co-worker, street hooker, radical fundamentalist) has their own list or ezine. It's brutal. And people are no longer loyal. Say one thing that's just a wee bit too commercial, or even smacks of selling anything, and readers POUNCE on the un-subscribe button faster than you can say Sayonara! So, what's the answer? How do you compete with the four other people on your block for that next subscriber? Easy. You go the extra mile. You incentivize the subscription. Magazines have been doing this for years. Buy one year, get one more year free. Subscribe and get this free widget. Subcribe and here's a cool bonus. Internet marketers have only recently had to wake up and smell the coffee. People aren't joining just for their health. They want something. So give it to them! Here are 3 classes of incentives (I'm sure there are plenty more): 1. The simple free report/ebook/video that is touted as the reason they are at your squeeze page in the first place. It used to be this only required a brief mention of what the product was about. That has all changed. Increasingly, marketers are finding they need a video, or even a full-blown sales page, just to illuminate the benefits of the product being given away - in order to secure the opt-in 2. The giveaway event. This is essentially an extension of Number 1, but with more products, owned by more marketers, and involving the consumer to subscribe to multiple lists in order to obtain them all. The details and propaganda surrounding each individual offering tends to be a bit more simplistic. Marketers towards the top of the list get more opt-ins than the ones at the bottom (people get tired of signing up and wander away, or just have attention deficit disorder). Also, bigger-name marketers do better than newbies and those with no name recognition. There's a raging debate in the IM world over whether or not subscribers from a giveaway are worth anything. Tirekickers, some call them. 3. The incentivized ezine itself. This is something that's been going on for as long as ezines have been around. Recently, some list owners are beginning to formalize it and add more sophistication. It involves "paying" subscribers back for staying loyal to the list - by giving them things. Beyond the usual juicy tidbits about tactics and what things are hot in the IM arena, this tactic has evolved into offering real digital assets: products, scripts, videos, even memberships or membership discounts. A relatively new development is the "payment" of points on a regular basis for remaining a subscriber - redeemable in the author's web-based asset repository. Listbuilding these days is no free lunch. But do your homework, acquire the tools required to do the job properly, and you will enjoy an asset in your online business that just keeps on producing, year after year.
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