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GET MORE BUZZ
You are looking for other ways to build your list.
• Maybe e-books and special reports aren’t your thing.
• Or you just want more methods to generate excitement and “buzz” for your audience.
You know that people are always motivated to sign-up for free stuff and you wonder…
Where do you start?
Giveaways, contests and other types of reciprocity engines are important because they help get people interested in your company and can increase the number of people who opt-in to your list.
In this lesson, you’ll discover how to use giveaways effectively so you can motivate your audience to respond to your call-to-action.
• You’ll walk through the main considerations about using giveaways so they engage people about your products or services.
THIS LESSON’S OBJECTIVES
Over the course of this lesson you’ll:
- Discover a number of areas to take into account when you begin a “giveaway” so that you make the best use of your investment in time and money.
- See some examples of these types of reciprocity engines
- And walk through ways to keep the giveaway “sticky” so that people don’t immediately unsubscribe once the promotion is over.
YOU CAN DO THIS!
Each lesson includes the three styles for adult learners with:
• An Audio File
• A Written Transcript
• And a Practice Guide that gives you “hands-on” training customized to your own business.
WHAT’S THE POINT?
You are fired up and in a generous mood.
- You’re ready to give away some great stuff.
In your mind’s eye you’re picturing the cheering crowds, local TV stations and tons of publicity.
- Ready to get your balloon deflated just a little.
Have you spelled out a clearly defined objective before you start giving away the farm?
- Do you know why are you doing this and what is the best way to get that result?
Set aside the heat of the moment to determine why you are doing this promotion and then decide what the best incentive to accomplish that.
DO THE ENDS JUSTIFY THE MEANS?
There are many ways to do contests or giveaways on your website or other social media.
If the objective is to get people to sign-up with their email information, contests and other giveaways can motivate them to give you that information.
- But are you going to give away a car to get that?
Make sure you match the objective with an appropriate giveaway.
PUT IT TO USE
Next, how will you collect or retrieve the sign-up information?
- If contest is on social media, do you have a means to get their contact information?
- If it’s at an exhibit or show, are people signing up on paper?
- How will you get this into your list to contact signups later?
- (If you can integrate your sign-up with your email list opt-in form it will save an extra step later on.)
This can be done through the use of a form on your website or a landing page that people are directed to where they sign-up for the giveaway.
- Think about how this information will be integrated with your email marketing provider.
3 TYPES OF RECIPROCITY ENGINES
The three most common types of reciprocity engines in the giveaway category are:
- Contests-where the participants enter and someone is selected based on a judged result such as best slogan, best video, best art work, etc.
- Drawings-where someone is randomly selected as a winner after they register to win something in exchange for some contact information
- And surveys-where you answer some questions in exchange for discounts, or a chance to win cash, or prizes.
MAKE IT WORTHWHILE
Regardless of the type, you still need to offer something valuable.
These types of giveaways are not typically just an e-book.
- Instead it could be a free membership, a series of e-books, or a one-on-one consultation if you’re a service business.
- It could also be an actual physical product, particularly if you sell products.
- How about a month’s supply of doggy cookies or a dog wash if that’s your business?
- Some people with larger budgets will do something like an iPad giveaway, other things like that.
What if you want more than just an email address?
WHAT DO YOU THINK?
Incorporating a survey into a giveaway is a good way to get customers to provide valuable feedback.
- SurveyMonkey.com offers an easy-to-use tool for requesting information from people.
When you want to know what visitors think, how they can get better service, or what areas of opportunity are being missed…a survey is just what you need.
- Let’s face it, very few people will actually respond to a survey unless there is some kind of enticement.
WHAT’S IN IT FOR ME?
It’s really no different than going to the grocery store, or to a restaurant, and at the bottom of the bill there’s a chance to win a $100 gift card for filling out the survey.
- Think about it from the visitor’s perspective.
Without the chance to win something that is of value, there is not much “What’s in it for me” to motivate participation.
DON’T BE AN OUTLAW
Finally, take this word of caution.
- Most states have their own specific rules about contests and drawings.
- Some states differentiate between random drawings, judged contests and games of skill.
Check what your state says about the type of giveaway you are planning to use…particularly if you are thinking about doing something big.
STICK AROUND AWHILE
Don’t forget to give the participants a reason to stick around after the promotion.
- For example, is the promotion part of a monthly giveaway?
Is there valuable information that is provided to those who don’t win?
- Will all ongoing subscribers be entered in the next giveaway?
Don’t just have a one-time drawing strategy, or you’ll see people unsubscribing from your list.
- Remember the main goal is to keep that conversation going over time.
Find ways to keep them sticking around and make sure you tell them the benefits of continuing as a subscriber.
LOVE THE ONE YOU’RE WITH
Remember that these techniques can be used for more than just getting contact information.
- It’s also a great way to take care of your existing subscribers and make sure they feel appreciated.
Offer exclusive, members-only types of giveaways from time-to-time as well.
TIME TO GET REAL!
Now it’s time to get back in the Practice Guide for this lesson.
- Use the framework provided to layout some effective ways to promote your business with the use of giveaways and other types of reciprocity engines.
Get creative on ways to offer things with a high perceived value that don’t break the budget.
Now that you’ve walked through the basics of giveaways, let’s look at moving potential customers further down the know, like and trust continuum with Lesson 5: “Trust Matters-How to Build Trust and Grow Connections”