This email promotion from Daily Reckoning, a subsidiary of multi-million dollar newsletter publisher, Agora Inc., is marketing a free book using the "what's...View More your address?" hook. Starting a promotion off by immediately asking for your address is an approach many top marketers use, specifically to convert on "free" offers (for low-barrier customer acquisition). From what we've seen, Agora Financial has used this hook for several of their free book promos.
It's important to note that whenever you're giving something away for free, the resistance to taking action is lower. Because that resistance is low, prospects are more willing to part with their info. Of course, desire-building copy should always follow this hook. It's not meant to act on its own. The customer still has to "want" what you're selling. However, understand it's not necessary to oversell when it comes to free items and the "what's your address?" hook cuts right to the chase. The catch is, once you get to the sales page, you realize the free book deal includes a 30-day trial to a paid newsletter, which unless you cancel, will renew automatically and you'll be charged $99 for the year.
“Send Me Your Address” Email Hook from Daily Reckoning (Agora) Swiped in September 2016
When you're selling a book, remember that many people are used to buying on Amazon or other third-party sites. And although third-party sales are still sales, the purpose of people purchasing through you is to have the prospect go through your funnel & potentially bump up their order size (via upsells, cross-sells etc.) For this reason, you want to make it clear (like Agora does) that your offer either isn't available on third-party sites like Amazon or is a much better offer than the ones found on third-party sites.
A profitable "free (physical) book" offer usually uses one or both of these approaches. The first is marketing the book as free, charging around $5 for shipping and then following with upsells. The idea obviously is not to make money on the book, but help with acquisition costs & then make money on back-end offers that follow the "free book" sale. The second approach (used in the above example) is to use a free book as the center of your promotion and include a mandatory trial for a membership or newsletter that's automatically charged to your card if you don't cancel after a certain period of time. It's very powerful in that you're using the power of "free" while covertly selling on top of it.
The "what's your address?" hook can be deceiving to many marketers because it seems too simple & direct to work. What most forget is that selling free stuff is much different than selling paid stuff. Have you ever noticed that when people hear something is free, they're likely to take it even if they don't intend to use it or really want it. Not much convincing is involved. The "what's your address?" hook cuts to the chase & gets them primed to take action immediately.
Mike Schaueris the founder of Swiped.co and the main analyst in the swipes section. After intently studying & building conversion-focused websites for 6+ years, he started Swiped to help others master marketing & copywriting through the analysis of great examples!
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