As of today my eBook:
The Social Tools Book (purchase on Amazon)
Is no longer Free…
It’s Not About Greed
Yes, it’s true after giving away over a 1,000 FREE copies of the The Social Tools Book you now have to pay.
Let’s get this out of the way right now, it has nothing to do with making money. It will cost you $7.99 to purchase my eBook on Amazon and of that I make $2.00 a copy…
(Don’t have a Kindle? Don’t worry you can Download Free Kindle Reading Apps here for almost any device.)
Maybe if the book goes Triple Platinum or becomes a New York Times Seller… Maybe then I’ll be able to make a mortgage payment with the revenue. But barring either one of those scenarios, charging a fee has nothing to do with making money.
Why Create an eBook
I created the The Social Tools Book for a couple reasons:
- Familiarize myself with creating an eBook
- Content has legitimate value to small business bloggers
- Encourage newsletter subscriptions in exchange for eBook
The first one I feel pretty good about now after going through the process. If you are trying to create an eBook I recommend reading The Ultimate Guide to Publishing Your eBook from CopyBlogger.
I still strongly believe that the The Social Tools is a valuable resource for every small business blogger that is struggling to understand the social media tools that help drive website traffic. It’s a quick and easy yet extremely valuable and honestly a steal at $7.99.
However, it is that last bullet point that has had me thinking for past few weeks…
Invested Subscribers
A few weeks ago I explained why I changed my newsletter service provider from Mailchimp to Aweber.
At that time I made it clear that my newsletter, which is separate and original content from my blog (subscribe here), was going to be a priority to me moving forward.
As a way to gain new newsletter subscribers I offered my eBook for Free in exchange for subscribing to my newsletter.
You’re probably saying, “Ryan, famous bloggers do that all the time. That one of the Online marketing tricks I’ve read about. Seems like a pretty fair deal to me?!”
EXACTLY! You getting a Free eBook and access to my newsletter for Free does seem like a Great deal… FOR YOU!
You don’t have to emotionally invest in me. You enter your email and get a Free eBook that is going to help you become successful at marketing your small business through social media and then you receive weekly emails with even more great information… But at any time you can just unsubscribe or just not open the emails and it’s no skin off your back.
No Freebie Chasers
Freebie Chasers kill your email list because they don’t engage. Freebie Chasers subscribe get the Free product and then after an email or two they unsubscribe with no reason attached.
There is no feedback. When I see an unsubscribe I want to know why. What could I have done to provide that individual with value that would have kept them subscribed and invested in the process?
Email open rates and Click rates are the primary avenue in which I gauge how interested my newsletter subscribers are in what I’m writing.
Low open rate and no clicks… That article sucked = Don’t write about that topic again or spin it another way.
High open rate, lot’s clicks and possibly new subscribers from forwarded emails… That article was awesome = This is what my subscribers want to see more of.
(Like this newsletter article which had a 90%+ open rate: The Flinch)
But Freebie Chasers don’t participate, they don’t open emails, they don’t click on things and they don’t send feedback. Freebie Chasers just linger for a bit and either get bounced off the list or unsubscribe… skewing numbers and wasting your time.
So I don’t want them.
Here’s the deal…
This blog will always be a Free resource and my newsletter will always be a Free resource but in exchange for my time and effort and dedication to creating value as best I can… I want emotionally invested subscribers.
I don’t want people subscribing to my newsletter that just want Free stuff. If that means my email list doesn’t grow as fast as it could… Who cares?! I’m not interested subscriber envy.
My goal is to help you become successful at marketing your small business Online.
That means:
- Brand Awareness
- Reputation Management
- Relationship Building
- Passive Income Streams
- REVENUE GENERATION
- and so on…
So yeah, the The Social Tools Book is now going to cost you $7.99.
In the next 12 months I have plans for two more eBooks and e-Course that are also going to cost you money. But you’re still going to get two new blog posts and a newsletter article every week… You’re still going to get tons of great Free Content that helps you along the path…
The Rub
Many of the uber-celebrity bloggers will tell you that a Free product giveaway is essential to quickly growing a subscriber list… And they would be right.
But it doesn’t mean that a Free product giveaway helps you build a valuable subscriber list that will engage with your content and ultimately build a relationship with you and hopefully at some point be interested in buying your product or service.
This is a decision you’re have to make on your own as to what kind of subscriber list you want to build. Just make sure you keep your Goals in mind when doing so.
Thank you and good luck,
Ryan H.
This was the answer I did not want to hear, but I needed to, and I am glad that I did.
Sandra Harriette wants you to check out… Part 1 of 5: Inspire a shared vision
Hi, thabks for this post.
I had come to similar thoughts lately. I’m currently working on my first ever eBook and was intending to give it away for free to new subscribers.
But then I though, is it really that good, as most bloggers say? Does it really help creating quality list? Afterall, I want subscribers to subscribe becasue they want to hear what I’m saying, not becasue there’s something for free.
Didn’t have the possibilkity to check it by myself, so I googled for this problem, and ended up here.
Thanks for your opinion, it will help me to lean towards not providing eBook for free. Still some more time to think.
LOL, comment thank you page offered a free eBook in a return for signing up for a newsletter.
What made you change your mind?
Mario Monk wants you to check out… How to Keep Dog and Kids out of the Cat Litter Box
Mario,
This is a follow-up guest post I did after some time not offering the Free eBook… http://basicblogtips.com/huge-email-list-growth.html It explains why I started offering it again…
When I wrote this article I thought this was the best way but after more thought and testing I believe offering the free eBook is by far the better course of action.
Thanks!!
Ryan H.
Oh, I understand. It’s a sacrifation of the list’s quality for the growth of it.
Vakuable to hear from someone who did trial and error already. Will have some stuff to think of.
Thanks!
Mario
All the best dude!!
The idea sounds true and I agree that giving free ebook that you yourself made can actually do more harm and on top of that most often people who subscribe this way most often unsubscribe after downloading the freebie, but then again I think if we can offer freebies that somebody else has created for example PLR products and stuffs then I think there would be no harm. Also just a small question, I can see you are now offering a freebie download for signup, can I know the reason for the change of thought.
Shiva wants you to check out… Popup Domination Discount
Shiva,
I actually just did a guest explaining how I used to give away a Free eBook then stopped (this post) then started again… http://basicblogtips.com/huge-email-list-growth.html
Check that out and let me know what you think.
Ryan H.
Oops actually I forgot I had landed upon this article of yours after reading that guest article at Basic Blog Tips. I am so fickle minded, I had opened up some links and left it and went to do some other works and then returned to commenting. But anyways, yes, offering something for signup is a great way to get people sign up.
I think sometimes giving things that you worked hard upon, for example giving away an ebook that you wrote after doing so much hard work and research for free can sometimes hurt but then again you are the one who will be benefiting back because of the subscribers you gain. But still if offering that is too much, then one can just offer free PLR stuffs, or like you mentioned in your guest article at basicblogtips you can offer a ebook build of your blog posts. Not much work needed in that.
Shiva wants you to check out… OptinSkin Review – WordPress List Building Done Easy
Excellent post you posted. Thanks for this i really want to post like this for my blogger. Visit at yogi seo – http://yogiseo.blogspot.in
Yogi SEO wants you to check out… Type of Directory Submission & Our Services
You should always build your email list organically otherwise many people will unsubscribe from your website.
Bishwajeet wants you to check out… The Best VNC clients/apps for your iPad
Thanks Bishwajeet!
I appreciate you stopping by!
Ryan, this is my first visit here. Your site is good and has a lot of content. I think that from the looks of it, you have been online LONg enough. With over 350 blog posts, you can afford to not provide a FREEBIE now.
When you were a novice, I am sure this what what got the ball rolling..
I am subscribing to your newsletter to see how this experiment goes… I might join youre u later, but at this point I am not sure this is a good move for a novice.
Latha wants you to check out… Small Business Local Social Media – Geo Targeting Twitter for Small Business
Latha,
The Freebie may have gotten the ball rolling but if I could do it all again I would not give away the Freebie. I would have done a better job marketing the Freebie as a Paid Product and maybe run some incentives or give-a-ways…
Thanks!!
Hey Ryan,
I have a feeling you are going to like my comment …
Free ebooks turn my stomach and actually put me off subscribing (maybe it’s a Brit thing I’m not sure?!)
But now you want 99cents for it, now I want it … In fact I’d probably be even more keen if the charge was a little higher, although over $3.50 it’d probably end up on my wish list rather than being an impulse purchase.
Thank you so much for this post, it’s crystallised something for me that has been rolling around my mind for a while!
Gemma Thompson wants you to check out… Facebook … Are You Doing It Wrong??
Wow… Gemma I’ve never had anyone ask me to charge them more for something you are now my favorite type of customer!!!
I think there is a place for free resources… a Free webinar to subscribers, white-papers, free or discounted products you get your hands on.
But using the free Ebook as the carrot to get new subscribers is simply not something I am a fan of.
Thanks!!!
Haha! I just love being a favourite
By the way I totally agree about giving plenty of free info, my blog is full of it as are my videos. But, like you, I want readers who value it and giving away info completely free rather than trading it for an email address just feels better to me. I might not have a huge subscriber list but I do have a lot of loyal followers and enough customers! And that makes me happy
Gemma Thompson wants you to check out… Facebook … Are You Doing It Wrong??
That is something to be happy about!!!
I guess I’m not as far down the process as many of you guys are so it’s interesting to see different ends of the debate. I’m in the process of designing some kind of resource which will probably be free. Isn’t it not just about the free book though? I people unsubscribe they may have been freeloaders but maybe I didn’t engage with them or even challenge them as much as they expected. Or maybe their inboxes just got too full!
Mike,
I definitely agree it’s not just the free ebook… Because I’m all about giving readers free resources.
And you are right you have to do your part as the content creator to make sure that your subscribers are getting the information in the newsletter that you promised them.
Thanks!
Wow. Good stuff Ryan.
Definitely gets you thinking. But you’re dead on. As an entrepreneur or small business, would you rather have 1,000 lackluster subscribers who NEVER engage, or 100 subscribers who are fully engaged and in “conversation” with you?
Me? I’ll take what’s behind curtain #2 Monty…
Great insight Ryan and thanks for sharing your thoughts here. Love it…
Eric
Eric T. Wagner wants you to check out… How to Break Out of Job Jail and Start Your Own Business – Part II
Thanks Eric…
It’s still yet to be scene if this is a plan that actually works. haha
However, the logic seems sound. Thanks again.
Ryan,
I’m going to watch your change with interest. I think there are a few kinds of engaged readers and freebie seekers may fall into some of these buckets: readers (you may not know if they do or not), sharers, commenters and buyers. I know some of my freebie grabbers are never going to buy from me but some of them are also the people that email me, share my events on Facebook or Twitter or are active in my LinkedIn group. That’s my take so I’m still doing free ebooks, webinars, etc. What do you think?
Tom Treanor wants you to check out… How to Do a Webinar Using Free or Inexpensive Tools
Tom,
I completely agree with giving things away for free. 100%
What I’m against is trading a free product for a subscribers.
If you love my content subscribe. If you want to read my free ebook read it…
But I don’t like having the two mixed. What I like is the understanding that as a newsletter subscriber you are going to get access to things that regular readers don’t but I’m against the trading one for the other.
Does that make sense?
Ryan, I think it makes complete sense. Like with everything, we’re always testing and adjusting to find the right balance. I’m looking forward to hearing how it goes!
Tom Treanor wants you to check out… The Ultimate Pinterest Marketing Resource Guide (89 Helpful Resources)
Epic.
Ryan, this is bold, and I love it.
This is part of why I offer a free, INTERACTIVE e-course — it solves the ‘emotional investment’ issue.
Speaking of which: (have YOU done YOUR exercises? because no joke — it is the most powerful, prestigious, valuable, e-course the most major topics in life desire, focus, decision-making, the things that are Make Or Break Across The Board.)
Not only that, my flagship offering, the How To ‘Be Real’ Blueprint requires massive emotional investment and larger than average financial investment?
Why?
Why would I set it up like that, when I spent 7 years of my life giving my value away, and I’m clearly comfortable helping others?
Because I deeply want people to succeed. If they can’t invest in me and the value I provide, they’re not keeping up their end of the Team.
We can be Team Ryze, and I *know* I’m invested… but are my visitors?
Jason Fonceca wants you to check out… Money Equals Love
Bro…
I can’t add to that. You are the epitome of living your brand and owning it as well supporting those who support you.
Thanks for all you do dude!
lol thanks, man.
J-Ryze: Live Your Brand
Hmmm…
Jason Fonceca wants you to check out… Ryze Is On The Rise
Hi Ryan,
Interesting… You got me thinking really
I believe you’re somewhat right that there’s a good chance a freebie attracts people who aren’t emotionally invested. BUT I also believe some of them can change and eventually buy your product/service if you offer one.
It’s also a lot about how you offer your freebie. If it’s in the sidebar as it is on almost every blog, it doesn’t stand out as something unique. But if you “sell” it (for free) to the reader, it seems more valuable…
Thanks for the food of thought, I’ll have to check my strategy
Peter Sandeen wants you to check out… Potatoes – The Great Time Management Teachers
Peter,
Let me know your thoughts when you’ve had more time to think it over… This isn’t gospel it’s just one semi-humble man’s opinion on a common blogging practice.
We all need to do what works best for us.
Thanks!!
Ryan, a long time ago offering a freebie was a great strategy because so few were doing it. Now that it’s become commonplace people just expect it and so the impact has diminished so much that it’s questionable how effective it really is any more.
Now $0.99 certainly doesn’t qualify as a financial commitment, more like an emotional one.
Stephen Jeske wants you to check out… The Truth About Making Money Online; You Can’t Do It All
Exactly Stephen… That’s what I want. An emotional commitment. The eBook is not designed to be a money maker. More like an additional resource.
I want the emotional commitment.
Thanks!!!
You know as long as I’ve had my blog and my subscribers list I have never had a free-giveaway but then again I’ve never given my list anything other than a series of emails with tips of mindset conditioning for aspiring entrepreneurs and wealth builders. I know this is a mistake but I am actively working to change this.
But I think you’re absolute right when you say that freebies attract people that are not very engaging. In fact, a lot of times I feel that people just sign up if you give them something for free when they land on your website because if they dont than they feel they miss out on something that is free. I mean, if it’s free, Why not, right?
I think you’ve made a great choice and I also have Aweber and love it!
Hector Avellaneda wants you to check out… The Real Reason Why Gas Prices Are Rising!
Thanks Hector… What are you planning to do with your Newsletter? What changes I mean?
With a number of ways to help build your list, I think you hit the nail on the head here when you mentioned a “valuable subscriber list that will engage with your content and ultimately build a relationship.”
I think if its a free book, video, podcast, or even a blog post like this, as long as it is relevant to that member of your audience, then it will help you get to your goal. That is, as long as you know what your goals are
Hole in one on this topic, Ryan. This is bound to turn heads and get people thinking, questioning, and discussing, and that’s what makes a GREAT post.
Jason Anthony wants you to check out… Stop Wasting Your Efforts And Start Getting Focused
Jason,
I completely agree with you dude. I’m all for giving the people who have committed to you free information and products.
But it’s attracted people who derive value from you that is important.
Thanks again!!
Ryan H.
This is really a frank talk! I think many bloggers are struggling because they just want to follow what the gurus are saying. I’m sure this decision is came out of some “real” thinking!
I’ve a couple ideas about creating some ebooks and I’m sure this will greatly help me. Ive been considering something like this knowing fully well that I’m already giving away some very good stuff on my blog. What’s the sense in laboring on an ebook and then giving it also away for free?
Thanks for the new light!
Chadrack wants you to check out… Strategic Content Marketing Using Time Tested Guest Blogging Tactics!
Chadrack…
No doubt buddy. It all comes down to what you want out of your website. I’m willing to trade more subscribers for Engaged Subscribers…
Best of luck buddy and I look forward to reading more on your site as well!
Ryan H.
Interesting discussion Ryan. I’m on the fence whether I should offer a free eBook or not. I respect your point of view and I also appreciate Jackie’s input. I have not written an eBook yet but it is on my to-do list. You almost had me convinced that it shouldn’t be free and then I went back and read again where you said you have given away 1,000 copies. Even if the majority of those subscribers unsubscribed, that’s an impressive number to me.
Sherryl Perry wants you to check out… WordPress OpenHook 3 Plugin Broke my Thesis Theme
Haha… So I contradicted my point with the 1,000 copies huh? I had a feeling about that.
Sherryl… I would say that process sake the Free eBook is nice. But in the 5 days the eBook has no longer been advertised as part of the newsletter letter sign-up I have not seen a drop. However, the case can be made that if I was giving away a Free eBook maybe I would have gotten twice that number of new subscribers…
Only time will tell!
Thanks for your comments!
No I agree with your approach and I also agree with giving away free stuff as well.
What I was suggesting is if we can get quality and quantity together, then we have the “gold nugget” to really drive our business.
Creating a large list that is engaging is what takes our businesses to the “greatness” level. Whatever methods used to get there, is up to the individual. Some ways work for others and some ways don’t work for others.
But reading posts like this one helps us figure out what way works for us.
Chris Nadeau wants you to check out… Zappos Is Not The Only Shoe Store Doing Cool Things Online
Thanks Chris… I really appreciate your feedback buddy! Have a great day!
Congrats on creating your first ebook and the success you have had with it thus far. I agree with you…Quality really trumps quantity in the subscriber/follower world.
However, having both, quality and quantity is what takes us from good to great.
Chris Nadeau wants you to check out… Zappos Is Not The Only Shoe Store Doing Cool Things Online
Chris,
So does that mean you disagree with my approach? I’m very interested in your take on this new experiment.
thanks!
Hey Ryan
I’m definately in the same corner as you on this one.
If you start out with “free” it sets a precident for “free”. What use is a fat mailing list, that has no intention to buy.
I’m not against giving stuff away, and I love to do this with my subscribers, but I don’t advertise it.
The way I look at it; if I have to dangle a carrot to get you in the door, then you’re perhaps not the person I’m looking for.
Good luck with the e-book sales
Jackie wants you to check out… If Your Web Design Sucks, So Does Your Content
Jackie…
Absolutely, I want to give away free stuff to my subscribers when possible. But it’s the “Dangled Carrot” as you put it that encourages an adverse behavior…
Thanks!!
Ryan, This is an interesting idea, but I have to disagree. Lots of people download free stuff on my site and become clients later. However, I think it comes down to the topic – broad topics attract broad readership and more tirekickers, while niche specific topics attract a very narrow audience full of people who are more likely to convert. Good luck with your .99 cent ebook!
I had a feeling that people would disagree with me on this…
Also I’m not against giving away free products. I actually toyed with the idea of just continuing to give the eBook away for free on my site and just make subscribing to my newsletter mutually exclusive.
I think free products are great. I just am against trading Your subscription for My free product. I want people to WANT to subscribe.
Does that make sense?
I like the way you described “emotionally invested”. I use that term in my “life” but had not equated it to my business. Duh! I think you’re right on – if you don’t value it – why should anyone else. Here’s to the day of making the mortgage payment with the revenue being even closer than you can imagine.
Thanks Denise… Everything for me comes back to Value and Relationship. The people that get value from my material I hope will want a deeper relationship and subscribe to the Newsletter.
I just want people that just want a Free eBook… I think we do this naturally in “real-life” and I’m trying to mirror it Online.
thanks!!