Several years ago, my friend, Brendon Burchard ran a free giveaway for his book The Charge.
Unfortunately, that giveaway is no longer open, but there are still lessons we can learn from this and other free with shipping book giveaways in the marketplace.
I’m sure you’ll identify more, but here are three strategic lessons you should be focusing on from these giveaways that you can use to add to your bottom line:
1.Free always works, but when you combine it with “desire multipliers” free really works really well!
Let’s talk multipliers here: stuff you can combine on top of something else in your marketing offer to push conversion to new highs.
Giveaways always work, but that’s just the base.
When that free thing has a REAL verifiable value, a multiplier effect steps in, making and the allure even more enticing, essentially throwing gas on the flame of desire that the giveaway already ignites. In this case, Brendon’s book will probably cost $20 – $30 when it releases. We all know that, so this offer is even more enticing than something that has a made-up or an inputted value.
Next, there’s another multiplier added here. Brendon’s book will be a bestseller, so “everyone” will be talking about it. Suddenly, people have an opportunity to:
- Own it, and maybe even read it before everyone else
but here’s the real key
- To be able to say to everyone who talks about it “I got that book for free, directly from the author.” Now that’s cool!
What’s interesting here is that, for most people, this is an unconscious thought process, but it’s all seeded there, in the magic of free when you add the desire multipliers on top.
And there’s another multiplier effect here – if Brendon was to personally autograph them all, and added that to his offer, it becomes even more powerful.
The process of thinking through your offer, deciding on the base offering, then repeatedly asking “how can I multiply the desire to an even higher level” is what kicks your results to an even higher level.
How can YOU take something you offer, whether it’s a giveaway or a sales process, and add desire multipliers to it to increase your conversions?
2. The best giveaways aren’t generic, they position you in the marketplace
I get calls all the time from companies wanting to sell me T-shirts, pens, backpacks and mouse pads with my logo plastered on them to give away. They argue that putting my name and logo onto something they use every day will build my business.
Gotta tell you, while it may, I can’t think of many more useless ways to spend marketing dollars than putting your name on a pen.
Think for a minute about what Brendon is doing here. He’s giving you a book, full of valuable information, that if you read it, could literally change your life. His giveaway positions him in the marketplace as an expert on how to make your life better.
But even if you never read it, the fact that you own a book by Brendon that helps you make your life better also positions him as an expert in the subject.
He wins either way!
Which would you rather have if you were in the life-improvement niche – something that positions you as someone who paid someone else to silk-screen your logo onto a pen along with millions of others who have done so, or as The Guy who wrote the best-selling book on how to live a more powerful life?
Rule of thumb – never just give something away. Give something away that at builds your positioning in your prospect’s mind.
Useful isn’t good enough. Positioning is the key.
I admit, this isn’t always easy, and it’s not always the cheapest way, but it IS worth it.
The best giveaways tend to be a small sample of your work, information on your area of focus, or a tool that makes your prospect’s life easier in your area of focus.
Giveaways work, but giveaways that don’t position you have dubious value.
And the third key strategic element we should all gather from Brendon’s book giveaway is:
3. Enthusiasm has real, monetary value
I don’t think there’s anyone who’s ever heard “Hi, Brendon Burchard here…” in his enthusiastic, energetic voice who has not had an initial emotional reaction to the way it sounds.
I would argue that for most people, that reaction is positive.
I could go into all of the reasons why this enthusiasm is key, but let’s focus on one – the “18 Second Factor.”
The 18 Second Factor basically summarized the data that states that the vast majority of people make up their mind about whether they are going to watch a video, buy your stuff, hire you as an employee or consultant, go out on a date with you…, whatever, within the first few seconds of your initial meeting.
Sad, but true.
But the most interesting part of this is that the initial decision that sparks the eventual acceptance or rejection of your offer is not based on rational factors, it’s primarily based on emotional ones.
And most people can’t even tell you why they decided what they did. They just did or didn’t like you.
It’s your look, your handshake, your enthusiasm, your voice, your aura, whatever…
That’s where the enthusiasm becomes key, especially in online video. People tend to like real, heartfelt enthusiasm (as long as it doesn’t cross the line into sleaziness.) It causes people to unconsciously say “I don’t know what this guy’s so excited about, but it may just be something I want.” In the least, it causes people to perk up and pay attention.
All in the first 18 seconds.
So this may be a good time to spend some time in front of a video camera. Write a short introduction and give it over and over again, using different intonation, emphasis, enthusiasm levels, speed of speaking, even how you move your hands and what you wear.
In other words, work on kicking your enthusiasm level to a higher pitch for your online video.
Doing so has real, monetary value.
That’s it, three key factors that each of us can learn from Brendon’s book giveaway.
Thank you for sharing the link of Brendon Burchard’s free ebook with valuable information.
“I donâ€™t think thereâ€™s anyone whoâ€™s ever heard his enthusiastic, energetic voice who has not had an initial emotional reaction to the way it sounds”. Totally true!
Then you add, “I would argue that for most people, that reaction is positive”. Really??
In fact it was specifically Brendon Burchard’s ‘style’ that was the inspiration for my article “4 Marketing Styles That I Hate” – No 1 Page 1 on Google last time I checked.
I’ve been exposed to his ‘style’ by various people raving about how brilliant his advice is, so I’ve been exposed to the trauma of seeing and hearing him in action! I cannot tell you how immediate and extreme is my reaction against his style. What is he ON???
People say that he has lots of good info, but I can’t comment on that because whenever I see his name in my inbox or in the intro to some ‘free’ giveaway, I immediately press Delete! as fast as I can. After being exposed to his style before (twice, I’m a slow learner), I do not want to repeat the experience.
For more details on how much I hate his style, check out [link removed] and the article “4 Marketing Styles That I Hate”. Hate No 2 is specifically about Brendon, although there are others who are slightly less extreme who also (briefly) pollute my inbox with their overly aggressive style.
He is also included in Hate No 1,….. along with quite a few others.
Edit for above comment (there’s no edit option): He is included in the Introductory paragraphs (along with many others), not the No 1 Hate, so much.
Thought that might be true, couldn’t figure out how he’d fit into number 1. Would you prefer me just to do the edit and kill this comment?
Thanks for weighing in on this. It sounds like you’re one of those who wouldn’t fit into the list of “most people” who have a positive reaction to that enthusiasm.
At the moment, I’m still holding out, at least from the incredible success he’s garnering, that the majority of people fit in the other camp.
Aahh but Carol, your’e an English (now in Australia) woman like me, and we are programmed not to like the over-enthusiastic!
I used to hate it too – but over the last couple of years that I’ve been on the receiving end of all this online marketing stuff, I’ve come to ignore the style and try to listen and look for the content.
Some of the most ‘hypey’ people actually have incredible content , which I have really benefited from. BB is one of them (and I just laugh at the hype!).
Don’t know about the voice. Honestly I can’t listen to him but then again I’m turned off my late night TV informercials as well. My nervous system just can’t listen to Brendon and I wish he’d tone it down.
Thanks for the post. I appreciate your extra effort to analyze and add value to promotions beyond the basic swipe copy. Brendon’s energy and enthusiasm is uncommon, but it aligns with his message of “living in the moment with full gusto, no holding back”. When I shared his videos with my mastermind, they were originally turned off by his energy. However, they are all now raving fans. So, there must be something to what you are saying: emotionally we respond to the positive enthusiasm, but rationally we think something is not right. Probably an incongruent effect. But the tiebreaker is the authenticity that comes through in his teaching style.
Definitely, a great case study in how to do a product launch, develop a sales funnel, rally JV/affiliate support, and expert positioning for the next level.
Well done article Don! Something I should’ve come up myself – so that’s really saying something given the size of the my ego in this field. LOL.
Anyway, admire your approach at teaching while you’re also in the launch. Great way to differentiate yourself.
And that’s also why you’re in the top 10.
Really appreciate your analysis of his product launch at a strategic level, Don. Great insights. Thanks very much!
Excellent and useful Article Don. Thanks for sharing 🙂