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Please explain more about the “free on free” offer that you recommend.
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[answer]
Ok, so we explained that the real conversion architecture that will happen on your site if you architect it the way we recommend will happen in what we call a Rapid Conversion Landing Page. You’ll also hear it called a Name Squeeze Page or a Name Capture Page.
This is a page that is really a direct response page similar to a direct response sales letter that you would have seen over the years used to sell a given product in the postal stream. And on our rapid conversion landing pages, we’re taking what the marketing geniuses at Agora called a “free-on-free” offer. It’s basically saying “when you download our free special report, you’ll also receive our email newsletter update for free”.
One of the things that Dick Benson (who was one of Don’s mentors in direct response marketing) found is that when you’re making a free-on-free offer, that you will get the highest response when you lead with the free report and say, you’ll get this free report when you give the email newsletter update a try. See an RCLP at fuelnet.com for an example.
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