How to Use Past Through the Ranks Newsletter Content as Lead-Generating “Free Reports”
xOne of the most common comments I get from members is, “The newsletter content is great…I love the articles…but once the month is over, that article is gone. I want to keep those messages in front of people all the time”.
Here’s a great way to do that:
The Concept of “Free Reports”
If you want someone to respond, one of the best things to do is give ‘em something free. And the very best thing to give away free is a report. I’ve used free reports as lead-generating “widgets” for more than 15 years. In fact, chances are you discovered me through a free report of some kind (we advertise free reports on postcards as well as ads in MA Success Magazine). In my experience, offering a free report is one of the best ways to get people to take action and actually respond to you. Free reports can compel people to pick up the phone and call, leave their email address or stop in for more information.
Here’s how to generate leads using free reports:
Step 1: You place an ad. The offer in the ad says, “Call for a free report”.
Step 2: To get the free report, the person reading the ad either calls a phone number or visits a website and leaves their information. In other words, they respond.
Step 3: The person receives your report on, say, “How to Cope with a Bully”. They read it and, afterwards, realize martial arts is a great way to build their child’s confidence and help them avoid becoming a victim of a bully.
Step 4: They enroll in your academy.
See how that works? Using free reports as a lead generator is called a “multi-step” advertising strategy. As you can see, not only do free reports get people to respond, but they also serve as “stealth sales letters” which educate your prospect and closes them!
Now. Let’s get back to how you can use this strategy to boost your enrollments and generate more high-quality leads. All you do is…
Repackage Past Through the Ranks Newsletter Articles as Free Reports!
Do you remember the anti-bullying article in the March 2009 issue of Through the Ranks? Well, if you’re a member, all you have to do is copy and paste that main article into blank document and slap the words “free report” at the top. It could look something like this:
Special Offer: As a reader of this special report, I’ve arranged for your son or daughter to receive a free, no-obligation martial arts class! In this special session, they’ll be introduced to our academy, learn some important self-defense moves and see how much fun martial arts can be! To schedule your free intro class, call me directly at (254) 555-1212. Don’t Delay! Call NOW!
Cool, huh? And you didn’t spend any time writing that report because it was already done for you! One other thing you must do with the articles is include a call to action at the end of the article. I would recommend something like this:
Once that call to action is included in your free report, you’re good to go! You can now advertise your free report on flyers, on your website, in local newspaper ads and in direct mail. You can even include a copy of your current Through the Ranks newsletter to build your credibility even more!
Your possibilities are endless: Learn how to use free reports as lead-generators and you’ll never have to wonder where the next lead will come from.