One of the most effective means of creating lead magnets and attracting highly qualified prospects is by designing an eBook and packing it with high-value information and giving it away on your website. The question is: should you give away all your inside secrets? And how much is too much free value?
Read on and let’s find out!
Should you give away all your inside secrets?
There’s a gargantuan difference between reading something and understanding it, and actually being able to put it into practice.
For example, you can read Neil deGrasse Tyson’s “Astrophysics for People in a Hurry”, and you might enjoy yourself, but that doesn’t make you an overnight expert.
The truth is, far too many marketers and business owners get precious about “giving away their secrets”.
This is largely because the general belief is that if you teach a man to fish, he won’t need to come to you for food anymore…in this case, it could not be further from the truth.
When you pack your eBook full of as much awesome information as possible, you are demonstrating your authority. When you include some of your highly specialised tips and tricks, you’ll be offering your audience something that can’t be found anywhere else.
Put it this way: if a digital marketing agency offers a free eBook on their website with the hottest marketing tips for 2023, there’s a very good chance that most of that information can be found online with a quick Google search.
So, why should your website visitors download your eBook if they can find the info elsewhere?
Add value! Include your own insights and give it your own spin. The more value you add, the more likely they will be to convert into customers.
Yes, many people will go off and try to put it into practice, but they’ll soon learn that “knowing what to do” and actually having the time and expertise to do it are two totally different things indeed.
There’s no such thing as “too much value”
When it comes to creating a lead magnet for your website, there’s no such thing as giving away “too much value”.
The more value you add in B2B marketing; the more value your audience will attribute to your brand.
If you are giving away free crap that adds no value to their lives, they’re going to be disappointed. And when you invariably start emailing them afterwards, they’ll be even less inclined to listen.
However, if your free eBook blows your audience away and genuinely adds value to their lives and their business, it will have a far more powerful impact than you might imagine.
Those who don’t follow the CTA and sign up immediately will invariably be more open to receiving your email marketing and may well end up converting into business in the long-run.
Final thoughts: Build it and they will come
This is your opportunity to show people that you are a leader in your industry. It’s easy to post copy on your website and write about how you are #1, but self-praise is no recommendation.
However, when you demonstrate your authority through high-value information, there’s no denying that fact. Couple that with case studies, 5* reviews, and social proof, and you’ll be well on your way.
Secrets are for businesses who have something to hide.