Find Your Next 10 Clients Without Trying

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freeIf you read last month’s post about creating automatic emails to your prospects, you’ll have noticed I glossed over how to get these prospects onto your mailing list in order to receive those emails. Let’s discuss that today.

For discussion’s sake, let’s say you are going to be offering your prospect a guidebook outlining some of your advice on a financial topic. As this book will be free, but contains premium content, it can be called a “freemium”.

But before you jump into this creating this freemium, make sure you are offering something that people actually want:

It has to be relevant

Do you have a website that speaks to a select group of visitors? If you focus on doctors / near-retirees / widows (or whatever your niche may be) then your freemium has to be very specific to that group. If you are looking to attract doctors as clients, then the title should be something like “The Retirement Guide Every Doctor Needs” or “The Essential Insurance Guide for Doctors”. Whatever topic or angle you decide to focus on, make sure someone in your ideal client demographic realizes that it was created just for them.

It has to be interesting

I’ve downloaded many freemiums that bored me to tears. One advisor had a 67 page PDF with size 10 font that was the “Guidebook to Financial Success”. I got five pages in and re-titled the book “The Book to Solve Insomnia.”

In designing your book, outline the content you want to cover and have a copywriter do the rest of the work. The best freelance copywriters have the ability to write in a fresh, disarming tone that make personal finance easy to understand. Next, hire a designer to put this book together with images, pull quotes, and highlighted stories and you stand a good chance of engaging your reader and leaving them want more. Yes, you’ll be spending some money putting this together, but this book is your first impression – it should speak volumes.

It has to offer an insane amount of value for minimal cost

I shoot video blogs and put about 12-16 videos on my site each year. I try to make sure that they get better every time, so I seek out tips from videographers on social media. One of these videographers is Caleb Wojcik who runs the site “DIY Video Guy”. He has two books on his site that cover the equipment you need to use when shooting, and another covers the technical details of the camera in this shoot. He covers so much information in these books that I feel bad reading it for free. All he asks in return is my email address so he can send me updates on how to make my videos better.

It should be the same for your freemium. While it shouldn’t be a novel, the value inside should be of the same caliber that you provide to your clients. At the end, there should be a feeling of imbalance and earned trust. Your reader should feel indebted to you for the free information but also hungry for more tips that you’re willing to divulge.

It needs leave questions unanswered

Here’s the most important part – while the freemium should be high value, it should still leave questions unanswered. Some gaps of knowledge should be filled, but you need to point out other gaps that are still open. By doing this, you allow your recipient to glean some information to help their situation but also have problems that don’t yet have answers. Make it obvious how they can contact you should they still have questions, and help them understand how you would assist them going forward.

Putting together a good freemium takes time and costs money. However, if you take the time to do this well, you’ll have visitors to your site asking you to send them more tips after getting through the freemium. Chances are, some of them will become clients. Don’t believe me? Both of these scenarios have happened to me in the last month.

Dave Grant, CFP®, is the founder of Finance For Teachers a fee-only RIA in Cary, IL. Dave exclusively serves teachers in Illinois by helping them to organize their financial lives and live a fulfilled life. He is also a columnist at Financial Planning magazine, a ghost writer for various companies, and the founder of NAPFA Genesis, a networking group for over 300 young, fee-only planners.
  • Tommy Sikes February 18, 2015, 6:49 pm

    Great overview of creating a ‘freemium’. Especially the idea of high value on a specific topic.

    It’s good to have several on various keywords or advice specialties. Then present each at the end of relevant posts, videos, or articles.

    i.e. If you write a blog post about an IRA feature, finish with a CTA to get your “Ultimate IRA Guide”. Very targeted and topical.

    Well done Dave.