Client Magnets Official Blog

Recently, my friend and mentor, Kevin Nations, was offering a teleseminar.  Since he’s been such a great help to me, I passed the word along to my list of people.  But some who were reaching the web page to sign up for the call were having technical problems and unable to use the signup form.  They started emailing to find more information and to complete their signup.  I couldn’t help but think what a great offer he had – so great that it compelled people to take the extra steps to overcome a technical problem to get signed up!  Would they do that for your offer?

Just a few years ago, it was so easy to build a list of potential clients using online resources.  A little signup box in the corner of a webpage that offered a few free tips worked well for list building.  Soon the tips grew to a free report.  Is your list continuing to grow?  If your list isn’t growing as it once did, it’s time to take a fresh look at your offer.

We call that offer your ethical bribe.  You’re giving people something of value to them in return for their name and email address, which is of value to you.  And you’re not just getting any old name and email.  It’s someone who’s showing, just by the nature of your offer, that they have an interest in your product.  They are the perfect person to sell to – someone who’s receptive to your product.  But is it time to sweeten the pot?  Are you offering enough that someone would take an extra step to get the free offering?

Since building a list of potential clients is key to building your sales, you need to make sure that you continue to cultivate your list.  What were once tried and true methods for list building may now be growing more lackluster.  If you’re not generating results as you once were, take a fresh look at what you’re offering.  Is it compelling with enough value that people would take an extra step to get it?

One tried and true sales method is to create a sense of urgency, and this is the same for creating a valuable ethical bribe.  That may the reason that free reports don’t work as quickly and effectively as they used to – there’s no sense of urgency.  It’s still going to be there next week or next month.  On the other hand, a teleseminar has a deadline, it’s taking place on a certain date, so by its very nature it has the deadline to create urgency.  It also has scarcity in that there are only so many lines available for the call.  Together, the deadline and the scarcity create the urgency you need to compel people to act.

Think about your ethical bribe – does it have a high enough perceived value?  Is it enough that people will take an extra step for it?  Keep it fresh and compelling to keep your list, and therefore your business, growing.

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