00:00:00:00 - 00:00:05:13
Unknown
Everyone, welcome to another episode of the Making Creative Marketing Podcast.
00:00:05:13 - 00:00:10:10
Unknown
Yeah, I was feeling a little frisky today. I'm not typically recording this
00:00:10:10 - 00:00:12:07
Unknown
podcast at my normal time,
00:00:12:07 - 00:00:15:16
Unknown
which would be in the the four or 5 a.m. range.
00:00:15:16 - 00:00:24:17
Unknown
But today it is yet 11:30 a.m.. And if you're watching the video version of this, because we have been recording the last couple of videos
00:00:24:17 - 00:00:25:18
Unknown
of the podcast, but
00:00:25:18 - 00:00:28:00
Unknown
I am drinking what appears to be
00:00:28:00 - 00:00:29:17
Unknown
a alcoholic beverage, but
00:00:29:17 - 00:00:32:17
Unknown
I'm here to tell you it is a nonalcoholic beer.
00:00:32:17 - 00:00:36:00
Unknown
yeah, once you have kids and that, that'll do it for you.
00:00:36:06 - 00:00:36:22
Unknown
And
00:00:36:22 - 00:00:41:17
Unknown
when you wake up as early as I am with you, eat lunch by 11 and there's nothing better than
00:00:41:17 - 00:00:43:13
Unknown
a lunch beer sometimes. So
00:00:43:13 - 00:00:44:13
Unknown
yeah, if
00:00:44:13 - 00:00:48:18
Unknown
athletic brew is out there and looking for a sponsorship opportunity,
00:00:48:18 - 00:00:52:15
Unknown
I can tell you where you would find one right here. Okay, guys,
00:00:52:15 - 00:00:54:07
Unknown
I know I feel maybe a little off
00:00:54:07 - 00:00:57:07
Unknown
base of of usual, but I promise I'm going to rally here.
00:00:57:10 - 00:00:57:22
Unknown
Okay.
00:00:57:22 - 00:01:04:02
Unknown
Today's episode Best practices for Creating your digital download. All right, so
00:01:04:02 - 00:01:05:09
Unknown
maybe you already have one.
00:01:05:09 - 00:01:14:11
Unknown
You've you've made a digital download. You went to Canva, you saw something, and you're like, Hey, all these people created a digital download that connects my business. Do all this stuff right?
00:01:14:11 - 00:01:20:21
Unknown
Or you've used a digital download from somewhere else, somebody else, and you're like, this is pretty good.
00:01:20:21 - 00:01:22:02
Unknown
I should do this for myself.
00:01:22:02 - 00:01:27:10
Unknown
And maybe you created it and you didn't quite get the results you were looking for.
00:01:27:10 - 00:01:29:02
Unknown
there's some reasons. So
00:01:29:02 - 00:01:34:20
Unknown
in this episode, we're going to do that because, trust me, you're. You're not alone. I have created
00:01:34:20 - 00:01:37:17
Unknown
a lot of digital downloads that have not performed well.
00:01:37:17 - 00:01:41:14
Unknown
And then it took me some time to really kind of come up with these because
00:01:41:14 - 00:01:45:12
Unknown
as I was making this latest one for for the bakery company,
00:01:45:12 - 00:01:47:16
Unknown
we really had to like, dig into this.
00:01:47:16 - 00:01:51:11
Unknown
And I was like, listen, like, what makes this like, the best
00:01:51:11 - 00:01:54:19
Unknown
the best out there, right? Like, how can I really position
00:01:54:19 - 00:02:06:09
Unknown
this quote unquote, free digital download that I'll be giving away on my website, you know, promoting on the podcast and on social. Like how do I make it to more for my business
00:02:06:09 - 00:02:06:21
Unknown
right?
00:02:06:21 - 00:02:08:03
Unknown
Because that's all we want, right?
00:02:08:03 - 00:02:10:00
Unknown
Like, we want to invest in quality.
00:02:10:00 - 00:02:17:20
Unknown
We want to put our best foot forward as business owners, as marketers. We want to we want to show the value that we hope to provide past
00:02:17:20 - 00:02:19:11
Unknown
the free digital download.
00:02:19:11 - 00:02:20:01
Unknown
So
00:02:20:01 - 00:02:20:19
Unknown
here we go.
00:02:20:19 - 00:02:21:20
Unknown
All right. So
00:02:21:20 - 00:02:28:05
Unknown
my mindset for this in like the preface of this point is you're creating a digital product, right?
00:02:28:05 - 00:02:29:17
Unknown
You are creating a product,
00:02:29:17 - 00:02:32:01
Unknown
not just a digital download
00:02:32:01 - 00:02:34:18
Unknown
this. This should be worth money. Like,
00:02:34:18 - 00:02:37:16
Unknown
that was like one of the biggest things, you know,
00:02:37:16 - 00:02:43:08
Unknown
when we were building it, when, you know, we've helped our clients build them as part of their marketing strategy,
00:02:43:08 - 00:02:47:13
Unknown
it always seemed to be like, Okay, let's just do this real quick, right?
00:02:47:13 - 00:02:51:08
Unknown
Like it was it was a real rush to get it to happen.
00:02:51:08 - 00:03:02:20
Unknown
And that was such a mistake because, you know, yes, it was part of the strategy, but we didn't really go deep enough. We didn't really think about what it could do for us and what it was doing for us,
00:03:02:20 - 00:03:07:15
Unknown
and to us, right to our business and our reputation, giving away a free product.
00:03:07:15 - 00:03:10:03
Unknown
Because like, you know, you've seen every
00:03:10:03 - 00:03:11:17
Unknown
ecommerce store out there
00:03:11:17 - 00:03:14:01
Unknown
has their, they're their pop up is just,
00:03:14:01 - 00:03:26:03
Unknown
Hey, guys, would you like 10% off your next order? Give us your email and then sign up for our SMS feature and then we'll text it to you. Right. Like they kind of get everybody with that. So like, they don't really have to be very creative
00:03:26:03 - 00:03:27:09
Unknown
with a digital download.
00:03:27:09 - 00:03:29:06
Unknown
They just give you a discount code and they're like, All right,
00:03:29:06 - 00:03:29:19
Unknown
done.
00:03:29:19 - 00:03:30:07
Unknown
So
00:03:30:07 - 00:03:34:11
Unknown
how do we be better than that? How can we create one
00:03:34:11 - 00:03:35:02
Unknown
that does
00:03:35:02 - 00:03:39:03
Unknown
better for us in various ways? We're kind of going to go over that. But
00:03:39:03 - 00:03:48:12
Unknown
sticking with the mindset as we sit down to create it, maybe we're sitting down to envision it right, because maybe we did already create it and it's not performing as well as we had hoped.
00:03:48:12 - 00:04:01:23
Unknown
It's we are actually like this should be worth value. So the time that you have invested in this should be worth something, right? Like it should be getting them from point A to point B and that is what you're selling. You are selling,
00:04:01:23 - 00:04:04:22
Unknown
Hey, this will do this for you. Okay.
00:04:04:22 - 00:04:09:00
Unknown
And illustrating that, like, hey, like this is really this is what it's going to do
00:04:09:00 - 00:04:09:20
Unknown
if you do this.
00:04:09:20 - 00:04:13:04
Unknown
And I think hammering the point home of
00:04:13:04 - 00:04:17:09
Unknown
you're building a product like if I were to sell this right,
00:04:17:09 - 00:04:28:07
Unknown
what would I sell it for? Like, am I really giving it away? And if you were to sit down and not just put, you know, a value on the time that you've put into making this product,
00:04:28:07 - 00:04:32:13
Unknown
but also into the time that it's going to save them and what it's going to do for it.
00:04:32:13 - 00:04:37:11
Unknown
If you start staying in the mindset of, Hey, this is a product that I'm going to have to market it,
00:04:37:11 - 00:04:40:13
Unknown
it's going to change the way that you create this digital download.
00:04:40:13 - 00:04:42:12
Unknown
And so that's really
00:04:42:12 - 00:04:50:22
Unknown
the value, you know, that I want you to, you know, approach this digital download with is like, hey, like this is a product, it is worth money.
00:04:51:02 - 00:04:57:05
Unknown
I did spend a lot of time on this. I didn't just like spend 20 minutes in Canva, come up with some nice looking PDF
00:04:57:05 - 00:05:02:04
Unknown
and just stick it up there, right? Like you want it to do more and
00:05:02:04 - 00:05:04:03
Unknown
why? Okay, so we'll get into that
00:05:04:03 - 00:05:05:12
Unknown
ease of use.
00:05:05:12 - 00:05:11:09
Unknown
There's so many times like maybe you did it the the down and dirty way where you went to Canva.
00:05:11:09 - 00:05:15:14
Unknown
You use basically a free software. You made it a PDF, and then you used
00:05:15:14 - 00:05:18:04
Unknown
a free version of whether it's
00:05:18:04 - 00:05:22:15
Unknown
MailChimp or something else, where the digital download,
00:05:22:15 - 00:05:37:06
Unknown
you know, is kind of clunky, right? Like it's a plug in on your website or it's embedded and it doesn't appear right and it definitely doesn't look like or look right on mobile, but it looks nice on desktop, you know, because it gives you only the, the desktop looking templates.
00:05:37:08 - 00:05:42:14
Unknown
And so it's definitely not optimized for for mobile, which everybody is on 90% of all users.
00:05:42:14 - 00:05:43:09
Unknown
And
00:05:43:09 - 00:05:44:19
Unknown
so that doesn't perform well.
00:05:44:19 - 00:05:55:03
Unknown
Okay. So ease of use goes also into like the user interface. Like how easy is it for you to sign up for this digital download? If it's not easy, then they're not going to do it
00:05:55:03 - 00:05:56:12
Unknown
even if they really want it.
00:05:56:12 - 00:05:57:04
Unknown
And so
00:05:57:04 - 00:06:04:06
Unknown
that goes into like, Hey, like you really do need to sometimes pay for the service to make it an easier deliverable
00:06:04:06 - 00:06:09:03
Unknown
depending on the email platform that you use for like your newsletters and offers and stuff like that.
00:06:09:03 - 00:06:12:16
Unknown
They are better streamlined versions to be able to do that.
00:06:12:16 - 00:06:17:01
Unknown
And I know a lot of people have like there's like little things that each platform does, right?
00:06:17:02 - 00:06:22:15
Unknown
Like if you sign up for this digital download, you're automatically, you know, that little check box down there
00:06:22:15 - 00:06:34:14
Unknown
signing up to receive additional email and promotion offers from this company. Right. Like that's automatically clicked. And I know a couple of my clients were asking for that. Like I want them to auto opt in, like I want it to be pre-selected
00:06:34:14 - 00:06:34:21
Unknown
in.
00:06:34:21 - 00:06:39:10
Unknown
Those are features that you have to pay for it. Like you just don't get those out of the box. So
00:06:39:10 - 00:06:46:10
Unknown
and also the ease of use is like everything from the download. So like for example, they see the download, they want it, they put in the information
00:06:46:10 - 00:06:50:10
Unknown
you have to kind of set the bar pretty low for the information that you're gathering.
00:06:50:10 - 00:06:58:07
Unknown
So like name an email pretty standard. If as soon as you start adding like phone number and all that other stuff, like those people are like, it's free. I'm not giving you
00:06:58:07 - 00:07:01:15
Unknown
that information. Right? You the stakes need to be higher.
00:07:01:15 - 00:07:02:05
Unknown
So
00:07:02:05 - 00:07:07:12
Unknown
make the entry of the data, you know, collection, whatever it is that you're giving away for this
00:07:07:12 - 00:07:09:13
Unknown
relatively easy, simple.
00:07:09:13 - 00:07:15:11
Unknown
Again, it needs to appear well on mobile. Like, I don't know how much. Hey, I'm going to stress that over this
00:07:15:11 - 00:07:16:22
Unknown
short session here, but
00:07:16:22 - 00:07:19:22
Unknown
making sure that this is optimized for Mobile first
00:07:19:22 - 00:07:21:20
Unknown
is going to be a game changer. So
00:07:21:20 - 00:07:30:00
Unknown
it will talk about more that right now in this like download phase so you automatically go through they they want this downloaded they enter their information
00:07:30:00 - 00:07:31:12
Unknown
they hit download
00:07:31:12 - 00:07:34:14
Unknown
it can either automatically download right.
00:07:34:16 - 00:07:40:11
Unknown
So as soon as they click submit, you can have it automatically execute and download the file
00:07:40:11 - 00:07:50:21
Unknown
or it's delivered via your email service. Okay, so they've entered it in and then some sort of message appears in the box that says like, Hey, congratulations,
00:07:50:21 - 00:07:53:19
Unknown
check your inbox for this. Right?
00:07:53:19 - 00:07:57:15
Unknown
Because I depending on the age group, they don't know where to find it, right?
00:07:57:15 - 00:08:03:03
Unknown
They didn't see the little icon in their browser pop up. This is a download available here. It's successfully downloaded.
00:08:03:03 - 00:08:04:07
Unknown
I've had that where
00:08:04:07 - 00:08:11:13
Unknown
I don't know why, but the older generation, obviously they click on it and they don't see that it's it's been downloaded.
00:08:11:13 - 00:08:20:22
Unknown
It just doesn't appear for them. So having some sort of on screen communication to make sure like, hey, it is successfully been delivered to you and here's where it is, here's how you can find it.
00:08:20:22 - 00:08:23:06
Unknown
So let's say they go to their email, they open it up
00:08:23:06 - 00:08:31:22
Unknown
and inside there it can't just be it shouldn't just be the digital download. There should be some supporting document to this. So
00:08:31:22 - 00:08:39:02
Unknown
staying in line with that same thought process of like, here's the product. If this if you had sold this product and you want good reviews of it.
00:08:39:08 - 00:08:41:09
Unknown
Right. And you get that's the other thing
00:08:41:09 - 00:08:44:02
Unknown
we'll talk about that later. Reviews on the free digital product.
00:08:44:02 - 00:08:53:16
Unknown
This this needs to be supported right Like you need to offer support for this. You need to have supporting documents like videos. So like if you're in the video world,
00:08:53:16 - 00:09:03:12
Unknown
editing world, anything like that, like if you are on Etsy and you download some graphics, there's typically supporting documents, meaning like there's here, here's a tutorial of how to use it.
00:09:03:14 - 00:09:06:14
Unknown
If you're using this application, if you're doing this,
00:09:06:14 - 00:09:16:22
Unknown
you know, just clearly explaining all of the dumb steps, like if you were in second grade and I remember this and the teacher gave me the prompt is like, Hey, you need to come up with
00:09:16:22 - 00:09:20:23
Unknown
creating a user manual for something, but you can pick whatever it is.
00:09:20:23 - 00:09:31:13
Unknown
And so I decided that I was going to be really clever and I decided that I was going to do something really easy, like peanut butter and jelly sandwich, how to make a peanut butter and jelly sandwich.
00:09:31:13 - 00:09:33:21
Unknown
And I made it really short. I made it really easy.
00:09:33:21 - 00:09:37:06
Unknown
I was like, Man, I mean, you nailed this. And I felt it.
00:09:37:06 - 00:09:46:22
Unknown
She was like, okay, but like, what? Knife? How much butter goes on the knife? How do I spread it? And like, all of this stuff, right? So
00:09:46:22 - 00:09:50:19
Unknown
delivering this level of support and this level of
00:09:50:19 - 00:09:52:01
Unknown
understanding
00:09:52:01 - 00:09:53:03
Unknown
of the product
00:09:53:03 - 00:09:58:20
Unknown
is going to go into the overall branding and perception of what this person is going to get
00:09:58:20 - 00:09:59:13
Unknown
if
00:09:59:13 - 00:10:03:10
Unknown
they were to move forward and receive a paid service from you.
00:10:03:11 - 00:10:04:01
Unknown
Okay.
00:10:04:01 - 00:10:08:22
Unknown
So this might sound like overkill because I've done the down and dirty and it doesn't work. It really doesn't.
00:10:08:22 - 00:10:14:07
Unknown
But putting this level of attention and detail into these free products will pay off in the end.
00:10:14:07 - 00:10:14:23
Unknown
Promise.
00:10:14:23 - 00:10:18:23
Unknown
So ease of use. And one thing for this is like
00:10:18:23 - 00:10:22:16
Unknown
this is to be a quick win. Okay? So like from
00:10:22:16 - 00:10:26:11
Unknown
the the user interface in which you use for this digital download
00:10:26:11 - 00:10:30:23
Unknown
to the application that you were using to design it and render it.
00:10:30:23 - 00:10:33:21
Unknown
And so like if you were to render it, export it, whatever it is,
00:10:33:21 - 00:10:37:07
Unknown
whatever that file extension, whatever that platform is
00:10:37:07 - 00:10:42:02
Unknown
to be able to edit, it is a thing like ease of use. How easily can
00:10:42:02 - 00:10:53:06
Unknown
I download this, open it in X, y, z platform and then can I easily modify it like is it is it made to be able to be modified for my business or for me personally?
00:10:53:06 - 00:10:59:02
Unknown
Like these are all things that go into, you know, the product engineering
00:10:59:02 - 00:11:01:02
Unknown
of your free digital download. So
00:11:01:02 - 00:11:09:07
Unknown
ease of use very important. Make sure as you're walking through these steps you're thinking like, Hey, can this be easier? Can this be easier? Because I tell you what,
00:11:09:07 - 00:11:16:00
Unknown
if you if you set up all of these steps and you're actually tracking all these, you'll see a large fall off at a certain point.
00:11:16:00 - 00:11:19:22
Unknown
And that's probably because there's too much friction there
00:11:19:22 - 00:11:25:17
Unknown
in your requiring, you know, your potential audience to do too much to get this free digital download because
00:11:25:17 - 00:11:33:13
Unknown
it is free. But we are trying to do more than just give them some quick little dirty template. We really do want to provide value.
00:11:33:13 - 00:11:35:18
Unknown
And so that's why all these additional steps
00:11:35:18 - 00:11:37:13
Unknown
are put in place now.
00:11:37:13 - 00:11:43:06
Unknown
Marketing your digital downloads. Yes, just like I said in the very first part,
00:11:43:06 - 00:11:47:01
Unknown
you have to treat this like an actual product, so therefore
00:11:47:01 - 00:11:49:15
Unknown
you're going to have to market it. Okay.
00:11:49:15 - 00:11:50:11
Unknown
And
00:11:50:11 - 00:12:03:06
Unknown
you're like, Kirk, this is I've already sunk so much time into this free digital download. Yes, you're getting names and emails and you shouldn't just wait for the names and emails to start marketing your product or your business.
00:12:03:06 - 00:12:07:13
Unknown
It should be done throughout every step of the way. How do I do that? Well,
00:12:07:13 - 00:12:13:11
Unknown
marketing this digital downloading is great because if you are going to sync all of this time, money and effort
00:12:13:11 - 00:12:16:20
Unknown
and revisions and updates to this free digital download,
00:12:16:20 - 00:12:20:18
Unknown
it should also do something for your business. So if you market it, okay,
00:12:20:18 - 00:12:25:12
Unknown
on your podcast, on social, on your YouTube, on your whatever it is, like
00:12:25:12 - 00:12:29:22
Unknown
if you can take this, it can be one of the best lead generators for you.
00:12:29:22 - 00:12:44:23
Unknown
Okay. It's it's really maybe not the first interaction your audience has with your business, but it could be one of the first real ones in which they've taken an active action to engage and activate with your business. So
00:12:44:23 - 00:12:45:20
Unknown
think about that.
00:12:45:20 - 00:12:47:05
Unknown
But in this marketing,
00:12:47:05 - 00:12:59:23
Unknown
if you do it right and it performs well organically, Okay, So like if you mentioned it on your podcast and you mention it on social and you put those links out there and you consistently do that maybe once a week, okay?
00:12:59:23 - 00:13:03:23
Unknown
And you get a good conversion rate, like a good click through rate where people are,
00:13:03:23 - 00:13:11:06
Unknown
they hear it, they click it, they see it, they download it, and you're like, I'm getting signups organically, meaning you're not paying for this
00:13:11:06 - 00:13:16:04
Unknown
if it's converting well, organically, then that's probably a good indicator for you that like, Hey,
00:13:16:04 - 00:13:18:09
Unknown
this, we should put some money behind this.
00:13:18:09 - 00:13:19:17
Unknown
Now if you go that route.
00:13:19:17 - 00:13:25:08
Unknown
I do. I do agree that this should be something that you should be putting out there to to maybe a cold audience
00:13:25:08 - 00:13:32:08
Unknown
just because it's a great way to get get out there like you're giving away something for free. You can put some like basic
00:13:32:08 - 00:13:33:15
Unknown
interests in their
00:13:33:15 - 00:13:35:07
Unknown
ads. That'll be a whole different topic.
00:13:35:07 - 00:13:41:15
Unknown
But essentially running ads for this, I would always run AB testing for this where literally all you're doing is saying like,
00:13:41:15 - 00:13:49:23
Unknown
Hey, this is what I've struggled with. I came up with this free digital download. This is what it is like. You're not giving them any more or less than what it really is.
00:13:49:23 - 00:13:54:12
Unknown
And so you run this ad if it's if it's run right and you do it with video,
00:13:54:12 - 00:13:57:04
Unknown
your cost per click should be like maybe under a dollar.
00:13:57:04 - 00:14:03:20
Unknown
So you might successfully be paying a dollar for a lead, right? Like that. That's pretty good
00:14:03:20 - 00:14:07:01
Unknown
with the ability to remarket later if you're getting their email.
00:14:07:01 - 00:14:07:14
Unknown
So
00:14:07:14 - 00:14:08:19
Unknown
really just like
00:14:08:19 - 00:14:15:08
Unknown
realize the capabilities of what this, you know digital product could do digital download could do for your business
00:14:15:08 - 00:14:18:01
Unknown
as you're designing. All of this needs to be taken into account.
00:14:18:05 - 00:14:18:16
Unknown
So
00:14:18:16 - 00:14:21:12
Unknown
you're looking at marketing it, you're putting it out there organically.
00:14:21:12 - 00:14:24:10
Unknown
Hey, I've got some ads out there like I'm running it.
00:14:24:10 - 00:14:30:03
Unknown
It does come with revisions. So like when I said run AB tests on it, it's really good
00:14:30:03 - 00:14:32:23
Unknown
to test. Obviously like one thing at a time. So
00:14:32:23 - 00:14:35:14
Unknown
if you're really getting into the mind of your avatar
00:14:35:14 - 00:14:38:02
Unknown
and you're thinking like, okay, like what words
00:14:38:02 - 00:14:38:22
Unknown
not only
00:14:38:22 - 00:14:40:08
Unknown
actively describe it
00:14:40:08 - 00:14:47:04
Unknown
but depict the solution and problems that they're having or, you know, the problem that they're having in the solution that they're wanting
00:14:47:04 - 00:14:48:15
Unknown
in the feeling that it gives you.
00:14:48:15 - 00:14:51:03
Unknown
So like all of those things are very good
00:14:51:03 - 00:14:51:23
Unknown
clickbait
00:14:51:23 - 00:14:53:18
Unknown
or actionable
00:14:53:18 - 00:14:58:21
Unknown
verbiage that people would act on, right? Like they want that feeling. They want that solution.
00:14:58:21 - 00:15:07:04
Unknown
That's that's something that in AB testing you can learn a lot about it and as you get that feedback, so like let's say you run it for two weeks
00:15:07:04 - 00:15:11:10
Unknown
AB testing your free digital download and you're testing the title.
00:15:11:10 - 00:15:15:02
Unknown
What I would do is after you've done that, maybe update
00:15:15:02 - 00:15:19:06
Unknown
some of the verbiage that you're using organically, like actually in the document
00:15:19:06 - 00:15:24:19
Unknown
and changing that and just making making sure that you note that because as you go through and as you update this,
00:15:24:19 - 00:15:34:12
Unknown
it will not only pay dividends and like lowering your cost per click and cost per lead, but it will also start gearing you towards your avatar
00:15:34:12 - 00:15:36:15
Unknown
and what you know, they react to.
00:15:36:15 - 00:15:37:03
Unknown
So
00:15:37:03 - 00:15:40:15
Unknown
just keep that in mind as you're creating this digital download
00:15:40:15 - 00:15:45:10
Unknown
and starting to run ads on it, like use use ads as a chance to test
00:15:45:10 - 00:16:00:01
Unknown
a lot of different things, like test the image one time, test the title, test the additional copy, you know, test the display, you know, better news feeds, better and reels, you know, like really get very, very analytical about it.
00:16:00:01 - 00:16:08:17
Unknown
Because if there's one thing that I've really learned in business and in marketing is like the better that you can be boring, the better you're going to do in business. Like it's
00:16:08:17 - 00:16:12:04
Unknown
if you can do the boring, work the best and consistently like you, it's
00:16:12:04 - 00:16:22:15
Unknown
you're going to be miles ahead of everybody else. You can be as creative as you want, but if nobody knows who you are and you can't accurately depict your message that you're you're going to be lost to the birds.
00:16:22:20 - 00:16:23:07
Unknown
So,
00:16:23:07 - 00:16:25:05
Unknown
okay, last one
00:16:25:05 - 00:16:32:04
Unknown
always include a call to action. So you've done all of this work, okay? You've made it easy to use,
00:16:32:04 - 00:16:37:02
Unknown
you've envisioned it and actually put real value behind this product because it is a product
00:16:37:02 - 00:16:43:11
Unknown
and you've given away for a relatively free for their contact information and the opportunity to remarket to them
00:16:43:11 - 00:16:51:23
Unknown
so much in the same way that I've said it before, like don't wait until you've successfully given them this to start retargeting once their emails captured.
00:16:52:01 - 00:16:55:04
Unknown
Continue to retarget and market yourself
00:16:55:04 - 00:16:58:01
Unknown
in the actual product. Okay, so
00:16:58:01 - 00:17:05:17
Unknown
within it, as you're putting this support stuff in there, as you are putting in your promises of what this will do for them,
00:17:05:17 - 00:17:07:18
Unknown
let them know what it will not do,
00:17:07:18 - 00:17:10:15
Unknown
right? Let it, let it, let them know when
00:17:10:15 - 00:17:16:13
Unknown
the extent of the useful free digital download is no longer going to help them.
00:17:16:13 - 00:17:19:16
Unknown
Because when you do that, okay,
00:17:19:16 - 00:17:23:19
Unknown
let's just say you're in the mindset of your avatar and you're like, Hey, I think
00:17:23:19 - 00:17:31:10
Unknown
I need a better content calendar. Okay, I haven't found one that I like that's esthetically pleasing and simple,
00:17:31:10 - 00:17:38:18
Unknown
easy to use, easy to plug and play and works well with one of the different applications and softwares that I use,
00:17:38:18 - 00:17:42:20
Unknown
whether it's notion or air table or just Google Docs.
00:17:42:20 - 00:17:43:05
Unknown
Like
00:17:43:05 - 00:17:44:22
Unknown
all of that kind of comes into play
00:17:44:22 - 00:17:48:04
Unknown
and you can offer variations of that. That's very useful
00:17:48:04 - 00:17:51:16
Unknown
if they cannot find the solution that they're looking for,
00:17:51:16 - 00:17:52:13
Unknown
for free,
00:17:52:13 - 00:18:01:17
Unknown
they will go somewhere else and pay for it. Okay. So like as you're thinking about the ease of use, as you're thinking about the value, as you're thinking about all this stuff,
00:18:01:17 - 00:18:03:18
Unknown
yes, you're giving this away for free.
00:18:03:18 - 00:18:07:21
Unknown
But if you don't deliver on the ease of use and like usability of it,
00:18:07:21 - 00:18:11:03
Unknown
I've even I've done it. I've looked for a digital product
00:18:11:03 - 00:18:19:01
Unknown
and I'm like, you know what? I'm just going to go pay for it. It's easier. They tell me exactly what I'm going to get in this free version because
00:18:19:01 - 00:18:20:12
Unknown
there's a value attached to it.
00:18:20:12 - 00:18:26:16
Unknown
I assume that they're going to be able to solve my problem, right? Like it tells me like, Hey, this is exactly what this is going to do.
00:18:26:16 - 00:18:27:10
Unknown
So
00:18:27:10 - 00:18:29:05
Unknown
tell them where
00:18:29:05 - 00:18:36:19
Unknown
the end of your digital product stops. Okay? But also tell them where your paid service begins
00:18:36:19 - 00:18:37:16
Unknown
because
00:18:37:16 - 00:18:39:22
Unknown
not only will they do that,
00:18:39:22 - 00:18:41:18
Unknown
they might take an additional step, right?
00:18:41:18 - 00:18:46:00
Unknown
So like if you get your content calendar and they're like, this just seems like a lot.
00:18:46:00 - 00:18:53:14
Unknown
But in there you plug whether it's in text, whether it's in your tutorial video, whether it's, you know, overlaid,
00:18:53:14 - 00:18:56:16
Unknown
you know, as an example like this is a good a good idea
00:18:56:16 - 00:18:59:00
Unknown
whether it's overlaid as an example
00:18:59:00 - 00:19:00:15
Unknown
of this right.
00:19:00:15 - 00:19:02:20
Unknown
So inside your content calendar,
00:19:02:20 - 00:19:04:01
Unknown
it's a blank template.
00:19:04:01 - 00:19:09:12
Unknown
Here you go below it would be like, here is what a digital calendar would look like
00:19:09:12 - 00:19:15:06
Unknown
for one of my clients that we consult with to help them design their digital strategy,
00:19:15:06 - 00:19:15:19
Unknown
tie
00:19:15:19 - 00:19:21:03
Unknown
in, make that maybe if you already have that, great, just take it from one of your clients and throw it in there.
00:19:21:03 - 00:19:27:23
Unknown
And so that's one of the things that I've always really believed in is like, Hey, if I use this tool.
00:19:27:23 - 00:19:32:20
Unknown
So like, I love notion. Notion is what I use for a lot of my stuff, like personally in business.
00:19:32:20 - 00:19:35:16
Unknown
And so I design a lot of templates in there. And if I'm,
00:19:35:16 - 00:19:39:08
Unknown
you know, if I'm thinking like, Hey, I'm going to design this digital download
00:19:39:08 - 00:19:43:16
Unknown
and it's not part of what I would use on a daily basis, don't design it.
00:19:43:20 - 00:19:44:20
Unknown
I promise. Like
00:19:44:20 - 00:19:47:07
Unknown
you won't you won't value it
00:19:47:07 - 00:19:59:20
Unknown
unless you've found value in it within your business first, and then you're like, Hey, like I can really attest to how great this is, and I use this on a daily basis because when you go to market it organically
00:19:59:20 - 00:20:02:09
Unknown
on different social channels or wherever
00:20:02:09 - 00:20:03:16
Unknown
it's going to be, like
00:20:03:16 - 00:20:06:14
Unknown
the authenticity is going to come through like 100%.
00:20:06:14 - 00:20:13:14
Unknown
The authenticity in which you talk about your free digital product will come through and people will believe you based off of it. So
00:20:13:14 - 00:20:16:08
Unknown
make sure you see the value in this
00:20:16:08 - 00:20:18:02
Unknown
before you go out and just
00:20:18:02 - 00:20:22:13
Unknown
slap it up there and be like, Hey, And then you get feedback on it and you're like, Well, I don't really use it.
00:20:22:13 - 00:20:43:16
Unknown
So it's not it's not a big deal, right? Like if you're using this tool on a daily basis, the innovation design and feedback is going to be very easy to implement and it may automatically make your business better because you're going to improve your own product. And then when there is an update, you have a reason to reach back out to these people and say like, Hey, just so you know, I updated this tool.
00:20:43:22 - 00:20:46:14
Unknown
If you don't have the latest version, make sure you check it out.
00:20:46:14 - 00:20:50:16
Unknown
So just give it gives you so much more potential
00:20:50:16 - 00:20:52:20
Unknown
to make additional contact. So
00:20:52:20 - 00:20:56:02
Unknown
before I wrap this up, here's my last little tidbit. Okay.
00:20:56:02 - 00:21:03:17
Unknown
If you're giving away this free digital download, make sure there is like a follow up email sequence. Okay, So
00:21:03:17 - 00:21:08:08
Unknown
the sign up for this digital email, it's automatically delivered to them in a very timely manner
00:21:08:08 - 00:21:10:04
Unknown
immediately, if at all possible,
00:21:10:04 - 00:21:10:20
Unknown
and
00:21:10:20 - 00:21:19:14
Unknown
if it's delivered through your email and they have to open the email, obviously you're going to know that trigger is like, Hey, they've opened this email and they've made this click okay, like that's tracked
00:21:19:14 - 00:21:20:10
Unknown
afterwards.
00:21:20:10 - 00:21:23:19
Unknown
Give them some amount of time, but reach back out and say like,
00:21:23:19 - 00:21:26:04
Unknown
Hey, was this digital download useful?
00:21:26:04 - 00:21:27:22
Unknown
If it was right,
00:21:27:22 - 00:21:39:02
Unknown
give them something else. How maybe in the next email sequence hey, here's a video on how I'd use it within my business. Okay. And then the one after that.
00:21:39:02 - 00:21:41:15
Unknown
Hey, were you able to watch that video?
00:21:41:15 - 00:21:43:14
Unknown
Has it made a difference in your business?
00:21:43:14 - 00:21:45:17
Unknown
And then like the third one, right.
00:21:45:17 - 00:21:51:08
Unknown
I know it's a lot, but if you could and if you found value in my free digital download,
00:21:51:08 - 00:21:56:12
Unknown
could you leave me a review so others would know that there is value in what I offer,
00:21:56:12 - 00:21:57:12
Unknown
something like that.
00:21:57:12 - 00:22:00:02
Unknown
And then take those reviews just like regular product
00:22:00:02 - 00:22:09:00
Unknown
and put them on your website and that will ten acts the amount of downloads that you get, because other people would be like, Hey, this is a free tool and it was great.
00:22:09:00 - 00:22:12:05
Unknown
Like I use it on a daily basis now. It's now part of an integral
00:22:12:05 - 00:22:15:04
Unknown
piece of my business that I use to X, Y, and Z.
00:22:15:04 - 00:22:16:04
Unknown
Okay, So
00:22:16:04 - 00:22:20:18
Unknown
I know that was a lot about a free digital download that you were probably not ready for, But
00:22:20:18 - 00:22:22:08
Unknown
I have a lot of strong feelings on that
00:22:22:08 - 00:22:24:20
Unknown
because I just I did it as well.
00:22:24:21 - 00:22:28:16
Unknown
Like it you know this I'm releasing this like 50 content prompts
00:22:28:16 - 00:22:29:17
Unknown
for your business and
00:22:29:17 - 00:22:30:19
Unknown
creating content.
00:22:30:19 - 00:22:35:19
Unknown
And it was a lot harder than I thought. Like if you're getting ready to like, dive into this,
00:22:35:19 - 00:22:40:23
Unknown
I'm not sure how many hours I've sunk into this and how many times I've revamped
00:22:40:23 - 00:22:42:05
Unknown
the usability. So
00:22:42:05 - 00:22:44:14
Unknown
trust me, I even I was like,
00:22:44:14 - 00:22:46:17
Unknown
I'm going to make this and it's going to be very usable.
00:22:46:17 - 00:22:52:19
Unknown
And then I was like, But what if somebody wanted to keep track of these better? Like which ones they've done?
00:22:52:19 - 00:22:56:06
Unknown
If I put it in a PDF, they can't just, you know, cross it off.
00:22:56:06 - 00:22:58:21
Unknown
What if they don't have a notion account, right?
00:22:58:21 - 00:23:00:23
Unknown
I love notion, but what if they don't have it?
00:23:00:23 - 00:23:01:23
Unknown
So I was like, you know what?
00:23:01:23 - 00:23:06:22
Unknown
I'm going to make a notion version and then I'm going to make a Google Drive version or like a
00:23:06:22 - 00:23:08:08
Unknown
Google Excel spreadsheet.
00:23:08:08 - 00:23:18:10
Unknown
And so that's I made variations of the same thing to include all in the same downloads. So if you're making variation, you can include all those like zip those files
00:23:18:10 - 00:23:21:05
Unknown
and then put them out there. That's that's a whole nother story.
00:23:21:05 - 00:23:24:22
Unknown
We've been talking about zip files and whether people are smart enough to unzip them.
00:23:24:22 - 00:23:26:16
Unknown
That's still up for debate. But
00:23:26:16 - 00:23:30:06
Unknown
guys, we'll wrap it up there. I know I just got banter left. So
00:23:30:06 - 00:23:35:09
Unknown
needless to say. Guys, thanks so much for stopping by and we'll see you on the next one.