Providing value through your programs and marketing is important, but where is the line between giving value to clients and prospective customers and undervaluing yourself?
This article is going to help you navigate the fine line between the two. Plus, I’ll help you understand how to generate meaningful leads who understand your value. I’ll also help you identify when is the right time to give things away for free—and what you should never devalue.
Identifying the lead magnet model
Before we get into what an appropriate freebie is, let’s go over what a “lead magnet” is and how it is used to fill a lead sales funnel, and eventually, generate high-paying clients. I’m sure you see advertisements all the time saying, “Click here to get a free download” in exchange for your email and contact info, right? These “freebies” are lead magnets—a concept that simply builds an email list for that company, who they can then market to. This concept of gathering leads, educating them, and then converting them to paying clients is called a lead sales funnel.
Your lead sales funnel is taking a cold prospect (someone who has downloaded your freebie) and guiding them through your pipeline of delivering value through conversation and growing trust. During this time you are converting them from a cold lead, to a warm lead, then to a hot lead, which is when they’re purchasing one of your programs or services. Woohoo!
The right time to give a fitness freebie
You should give a fitness freebie when you’re trying to grow this lead sales funnel.
You may be asking yourself, “What is a fitness freebie?” A fitness freebie is something you are giving a prospect in exchange for their contact information. This freebie is something that provides them insight into what you do, while also providing them value in their own journey to health.
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Some examples of a fitness freebie are:
- Free Trial
- 5 Day Meal Plan
- Recipe Booklet
- 15 minute phone consult (but keep in mind how much time this will cost you!)
- And more… get creative!
Again, all of these freebies are ways you are delivering value to your prospects. And, they’re helping to build relationships with prospective clients.
Pro tip: Make sure to have an automated feature to ensure your prospect is getting your freebie immediately upon submission of their contact info. People like instant gratification and will more likely take action if the information is delivered immediately. You can even automate this process with Trainerize using Zapier!
When to NOT offer a fitness freebie
On the other hand, there is a point where giving too many freebies can be detrimental to not only your business, but to your own value as a professional coach. If someone wants customized training and meal plans for free, this may interfere with the value your business provides.
You make your revenue by using your knowledge and experience in fitness and nutrition to create a custom journey for each of your clients, correct? If you’re giving away free customized programs in hopes of that person converting to a high paying client, you may want to think twice.
Think about it like this: if you are giving your entire program for free, then the prospect might not take it as seriously as if they were paying the actual price. They do not see the value in your program, and therefore, they will not yield the same results as someone who has exchanged your services for money.
Know your own value
This may also come down to self-reflection of how you value your own services. Remember, you are the expert in your field. Understand that the reason prospects are reaching out to you and downloading your freebies is because they want to learn more about what you know. They do not understand the complex field of health and need your expertise to guide them. Therefore, be confident in understanding that your services are valuable and worthy of a paying clientele.
Remember, freebies are a great way to build your email list and your lead sales funnel! They are going to get you in front of the right people you want to pitch your services to. But always understand your own value and know when too much “free” is too much.
You are the expert and you are in charge of building your paying clientele!