Trading eBooks for email addresses?

[Rose of Cairo]

Hi all,

Lately I've noticed lots of people who give eBooks, articles or reports for download for free provided that you subscribe to their newsletter. I'm wondering how much sense it makes?

I guess it makes sense financially, or else there wouldn't be so many people doing it? I personally dislike this practice. I always feel that I'm being kinda blackmailed or aggressively "marketed" at. But maybe I'm having a negative mindset?

What do you think?

I'm writing an eBook that I want to share on my blog for free, would it be ridiculously stupid of me not to collect any email addresses?

I'm such a newbie at all this business stuff

[Warping]

I hate this.
The moment I see "newsletter" or "ebook report" it pisses me off.

I guess that's because I've rarely rarely found any good content on those and I'd much rather see information on a website than a pdf.

Just my 2c.

[Chris Cade]

I think it entirely depends on value. I have offered free ebooks and mini e-courses and asked people to subscribe to get them. In all cases it is both an issue of practicality and financial.

Practically - the only way to continue giving people more value is providing a way to subscribe. To offer an 'e-course' with sequential content requires a subscription.

Financially - If I want to market to people goods/services that are aligned with the value I provide, then it makes sense to have a way to keep in contact with them.

I always focus on providing value first... otherwise the newsletter and ebooks and ecourses mean nothing.

The real question to ask is: Would you object to it, if each time you did it you received high quality content?

Probably not.

I really believe the issue is not the practice of offering value in exchange for continued communication... the issue is that most people do NOT actually provide true value. They see subscribers purely as dollar signs without really considering the human element.

People get mislead because big internet marketers say "The money is in the list." But, that's omitting a very important component. "The money is in your relationship with the list."

And what better way to build a relationship than to provide meaningful, valuable content?

I know I'm doing something right when I continue to get emails of gratitude from around the world and public testimonials of the products, services, newsletters, ecourses, etc that I offer. I have hundreds of these emails and several public testimonials on a few of my websites.

so clearly there's a lot of people out there... in my case, thousands of people... who genuinely do appreciate my resources.

Think about it this way:

- If Steve Pavlina had a regular newsletter, and he offered a free audio or ebook as additional incentive to join his newsletter... how quickly would you join?

Probably quickly... and maybe even regardless of the additional incentive (that would be viewed by many as a bonus for subscribing... not the reason to subscribe)

On the other hand, not everybody has the notoriety that Steve has. So using the "ethical bribe" and offering content up-front is a great opportunity to introduce people to the newsletter content.

[JimOfferman]

Originally Posted by Chris Cade

Would you object to it, if each time you did it you received high quality content?

Probably not.

Actually, I do.

I've been struggling with this myself lately. Virtually all the sources on online music marketing talk about how you should always be collecting e-mail addresses and then keep sending those people updates, offers, etc. From past experiences, I know these things do work.

The problem is that I absolutely despise being on someone else's promo list! I'm constantly unsubscribing from the mailing lists of companies I did business with at one point... aaarrgh!

So, I'm not going to do it... I'll give you feeds, widgets and what not but I'm not going to ask for your e-mail address unless I really need it (say, to send you a receipt from my store).

[Brutha]

I think that authenticity is important when you have a blog. If feel that you shouldn't collect email addresses for your ebook than you probably shouldn't do it.

Giving out content through a blog with RSS has the huge advantage that people can link to your posts to improve your search engine ranking and people can find your content afterwards by searching for it.

[Chris Cade]

Originally Posted by JimOfferman

Actually, I do.

I've been struggling with this myself lately. Virtually all the sources on online music marketing talk about how you should always be collecting e-mail addresses and then keep sending those people updates, offers, etc. From past experiences, I know these things do work.

The problem is that I absolutely despise being on someone else's promo list! I'm constantly unsubscribing from the mailing lists of companies I did business with at one point... aaarrgh!

I can sympathize with you - I have unsubscribed from many lists. Not because they don't provide good value... they don't provide good value in relation to the few lists that provide great value.

The other thing, as a website owner and marketer, is that I usually go through "subscribe binging and purging." I like to see what other people are doing, promoting, etc so I can learn from them.

However, the fact that you genuinely do abhor people emailing you quality content definitely shows that I was unfairly projecting my own values onto you. I know that if somebody is helping empower me or improve the quality of my life, I'm grateful to have them email me... but I often forget - that's me, and what may be true for me might not be true for others.

Originally Posted by Brutha

I think that authenticity is important when you have a blog. If feel that you shouldn't collect email addresses for your ebook than you probably shouldn't do it.

Absolutely. Alignment is so far more important than anything else. There's more than enough people out there who have a newsletter because they "have to" (so they believe) and not because they truly believe in what they're offering. That type of thing shows in the newsletters.

Originally Posted by Brutha

Giving out content through a blog with RSS has the huge advantage that people can link to your posts to improve your search engine ranking and people can find your content afterwards by searching for it.

As a related tangent, many newsletter providers also offer the ability to publish the newsletters as HTML and RSS as well. It's also not difficult to post the newsletters on the website (even without a blog/RSS feed) that can still get indexed and improve search engine ranking.

[JimOfferman]

Originally Posted by Chris Cade

However, the fact that you genuinely do abhor people emailing you quality content

I don't think that the stuff people send me qualifies as quality content.

I also don't like the push model. Don't shove an ad down my throat when you have a new product... if and when I'm in the market for something, I'll come find you.

[Rose of Cairo]

How interesting here! Thanks to all for replying

Originally Posted by Chris Cade

The real question to ask is: Would you object to it, if each time you did it you received high quality content?

Yes, I would. In fact I'm very selective about what I download, and every time I did download such a free-resource-against-email-address somewhere, it was high quality content and I'm very happy with it. However, I still disliked the "you'll get my ebook if you subscribe to my newsletter" blackmailing. It always makes me feel inclined not to buy anything from those people, simply because the freedom to join their newsletter or not was taken away from me, and I don't like that. Exactly as Jim said, I trust the Universe that I'll find them when I need them. No need to push things on me.

If Steve Pavlina had a regular newsletter, and he offered a free audio or ebook as additional incentive to join his newsletter... how quickly would you join?

I would only join if the audio or eBook was extremely interesting to me, and I'd still dislike the procedure. One of the things I love most about Steve is that when I don't want to hear from him, I don't. Steve never tried to push anything on me. I know where to find him when I need him. But he lets me completely free to visit his blog or not, to listen to him or not, to give him money or not. In the long run he'll end up getting much more back from me this way than if he was aggressively force-feeding his newsletter into my inbox.

People get mislead because big internet marketers say "The money is in the list."

That's what I wanted to know! I'm such a noob at marketing, so after seeing everybody collecting email addresses, I was wondering if what I intend to do (not collecting any email addresses) would be really stupid. Can you explain to me why they say the money is in the list?

Given that I don't sell anything and just have a simple blog, I guess collecting emails is really not necessary for me. If someone likes my blog, they can subscribe via RSS. I'll improve it and make email subscription possible too, in case someone prefers it that way. Should be enough, no?

[Chris Cade]

Originally Posted by Rose of Cairo

That's what I wanted to know! I'm such a noob at marketing, so after seeing everybody collecting email addresses, I was wondering if what I intend to do (not collecting any email addresses) would be really stupid. Can you explain to me why they say the money is in the list?

A good relationship with a list provides many opportunities. A simple and obvious one is the ability to market your own future products. For example, suppose you wrote a book that you wanted to share - having a list makes that much easier to get to highly targeted people who already know and trust you.

Suppose you want to ask your readers specific questions about how to improve your site? A quick email to a survey can do that.

Allow people the opportunity to subscribe to a contact list or newsletter, in my opinion is another way to be of service. They can choose if they join, and if they leave the list... no pressure. So by offering the opportunity for reminders and repeated contact, it truly is a service.

In this way, there is a great opportunity to be of service first before ever marketing anything.

Originally Posted by Rose of Cairo

Given that I don't sell anything and just have a simple blog, I guess collecting emails is really not necessary for me. If someone likes my blog, they can subscribe via RSS. I'll improve it and make email subscription possible too, in case someone prefers it that way. Should be enough, no?

Depends on your site's focus, your intents, your alignment, and what you perceive in your future.

I know people specifically email me with thanks and say "Do not stop sending me emails." Think about that for a moment.

If you had a blog, and an email list, and every time you mailed more people said, "Send me more - you're helping me improve my life" -- would there be any question as to whether or not your list was of service to others?

Also, just because others offer a "bribe" doesn't mean you have to. Yes, a "bribe" helps get people to subscribe who might not otherwise. But the bottom line, for me, is still service first and foremost.

So you still can say "Hey, if you want to get notified about site updates or special topics I think you'll be interested in, sign up here." I know FeedBurner has the option to get posts sent via email... which is the exact same thing as having a newsletter list, except the content is forced to be published.

But fundamentally, it's still the same thing.

Also consider that if what you're doing now, as a hobby, is a passion of yours... it may someday evolve into a revenue generating business. If that's true, then having a way to reach people who already know, trust, and value you... can be very powerful and helpful.

As an FYI, Steve *DOES* have a newsletter He doesn't mail very often... I think since I subscribed I've received 2 or 3 emails from him total. But he does provide an opportunity for people to choose to receive more information and/or contact from him. It's another way he can be of service to the people who place their trust in him.

If it's not obvious, I'm a big fan of newsletters and email correspondence - both as a way to be of service, and as an opportunity to learn and grow myself.

However, people really do need to be understanding their alignment and coming from that place to be of service. If you feel RSS and Subscribe-To-RSS-Via-Email is enough for your purposes, then go with that. Nothing I say is intended to persuade you to start a newsletter or a list... it's only intended to share the perspectives I've gained so that you can reflect upon my insights and see what resonates with you and what does not resonate.

[JimOfferman]

Originally Posted by Chris Cade

Allow people the opportunity to subscribe to a contact list or newsletter, in my opinion is another way to be of service. They can choose if they join

That's the crux. Let me choose if I want to receive your future updates or not!

[Chris Cade]

Originally Posted by JimOfferman

That's the crux. Let me choose if I want to receive your future updates or not!

That's why every email has the unsubscribe link at the bottom. If you just want the free gift, subscribe, download, then unsubscribe.

Nobody is forcing you to join the list, nor forcing you to stay on it.

[Rose of Cairo]

Hey Chris,

thanks for your reply!

Originally Posted by Chris Cade

Allow people the opportunity to subscribe to a contact list or newsletter, in my opinion is another way to be of service. They can choose if they join, and if they leave the list... no pressure.

I can see how a newsletter can be a way of providing value. However, when someone asks me to subscribe in order to get their eBook, I don't perceive this as "allowing" me to join. If this eBook is only available to me if I subscribe, and I cannot even buy it instead, then I don't feel really free to choose if I want to subscribe or not. Of course I'm free to do without the eBook... but when it's something I'm REALLY interested in reading, I have no other choice than to subscribe, right? And yes, I can unsubscribe at any time. That's not the point. The point for me is, I was blackmailed into subscribing. That's what I don't like.

If you had a blog, and an email list, and every time you mailed more people said, "Send me more - you're helping me improve my life" -- would there be any question as to whether or not your list was of service to others?

I never said anything against newsletters themselves. What I dislike is the practice of trading eBooks for subscriptions!

Also consider that if what you're doing now, as a hobby, is a passion of yours... it may someday evolve into a revenue generating business. If that's true, then having a way to reach people who already know, trust, and value you... can be very powerful and helpful.

That's true. For now it's "just my blog" but I want to develop it a lot. I'm also working on two websites that I think will provide a lot of value for some people, and I'm planning on writing two more eBooks. So yeah, I can see how a contact list would be cool. This way, when my new sites or eBooks are online, I could tell the people on my list. If they already like what I do, chances are good that my new creations will be of value for them.

Okay, you convinced me that a contact list would be a good thing to have. (Thanks!!) But I still don't want to collect any email addresses with my eBook Maybe I'll set up such a list and just offer to subscribe at the end of my eBook, in case they liked it. Isn't that a good idea?

As an FYI, Steve *DOES* have a newsletter

I know, that's not the point. My point was, he never tried to bribe me into subscribing to it.

If it's not obvious, I'm a big fan of newsletters and email correspondence - both as a way to be of service, and as an opportunity to learn and grow myself.

Hehe I'm not saying anything against your beloved newsletters! I regularly receive several of them, btw, because they're about things I'm really interested in. I just want to feel truly free to subscribe only if I'm genuinely interested in the newsletter itself, not in some eBook.

Hmm, now I'm confused and don't know anymore what this thread was about in the first place!

[Chris Cade]

Originally Posted by Rose of Cairo

I can see how a newsletter can be a way of providing value. However, when someone asks me to subscribe in order to get their eBook, I don't perceive this as "allowing" me to join. If this eBook is only available to me if I subscribe, and I cannot even buy it instead, then I don't feel really free to choose if I want to subscribe or not. Of course I'm free to do without the eBook... but when it's something I'm REALLY interested in reading, I have no other choice than to subscribe, right? And yes, I can unsubscribe at any time. That's not the point. The point for me is, I was blackmailed into subscribing. That's what I don't like.

If we expand this idea of "blackmail" further... to the complete extreme, one could say if we want to live then we're blackmailed into eating, drinking, sleeping, and meeting our basic needs.

Sure that's extreme, but it helps illustrate the point that all we're doing is exchanging energy... and the energy flows in many directions, and not always from the same place first. Sometimes energy has requirements to flow... like in order for a flashlight to provide light, we must first turn it on... and that requires batteries (or hand crank, or some other source of energy input).

So we are "blackmailed" into putting energy into the flashlight to get the light out of it. It's all a matter of perspective, and it's a very curious and interesting topic... because it illustrates that no matter how much control we believe we have in our lives, it's mostly an illusion.

Originally Posted by Rose of Cairo

That's true. For now it's "just my blog" but I want to develop it a lot. I'm also working on two websites that I think will provide a lot of value for some people, and I'm planning on writing two more eBooks. So yeah, I can see how a contact list would be cool. This way, when my new sites or eBooks are online, I could tell the people on my list. If they already like what I do, chances are good that my new creations will be of value for them.

Okay, you convinced me that a contact list would be a good thing to have. (Thanks!!) But I still don't want to collect any email addresses with my eBook Maybe I'll set up such a list and just offer to subscribe at the end of my eBook, in case they liked it. Isn't that a good idea?

No matter which way you decide to go, that's an excellent idea If your ebook is of high quality, people will pass it along and share it with others via email or other sites like scribd (I just found an old version of my "Self Empowerment Guidebook" on scribd).

I always make sure my ebooks have links at the bottom of every page going back to my sites, as well as usually some page or blurb that let's people know they can get even more value by visiting my site.

So in your case, I think that no matter what you do it's a great idea to let people know in your ebook the great value your site brings them, and might as well also expand on the idea of how the newsletter subscription can be beneficial to them as well.

Originally Posted by Rose of Cairo

Hehe I'm not saying anything against your beloved newsletters!

I wasn't suggesting you were... but in my mind sometimes I confuse and mix multiple issues together. I'm so passionate about being of service, and discovering new ways to align that with earning an income (still planning to leave my day job to be of service full-time) - and I love helping people do the same... so I get very excited when I can share new insights that merge internet marketing with spirituality / heart endeavors / personal development.

Originally Posted by Rose of Cairo

I regularly receive several of them, btw, because they're about things I'm really interested in. I just want to feel truly free to subscribe only if I'm genuinely interested in the newsletter itself, not in some eBook.

Some sites do exactly what you describe... offer the newsletter, and offer a free ebook or free downloads page separately.

Since your focus is on providing value and being in alignment with your non-bribery practice, I would suggest that you identify the key benefits of subscribing to your newsletter... people need to have some idea of what they're getting (if it's not the free gifts).

In your case, I'd make sure one of those points is something like, "Get notified when I add new free ebooks or update existing ones" (probably should wordsmith that some).

Originally Posted by Rose of Cairo

Hmm, now I'm confused and don't know anymore what this thread was about in the first place!

It was about understanding whether or not you could be of service in a way that resonates with you, regardless of what others consider to be commonly accepted practices

[JimOfferman]

Originally Posted by Chris Cade

That's why every email has the unsubscribe link at the bottom. If you just want the free gift, subscribe, download, then unsubscribe.

No, that's stupid and backwards.

If your free gift is interesting enough then maybe I'll sign up for your newsletter afterwards. If I cannot get your freebie without subscribing to your list first, I'll go find another one (the internet is a pretty big place).

[Brutha]

If we expand this idea of "blackmail" further... to the complete extreme, one could say if we want to live then we're blackmailed into eating, drinking, sleeping, and meeting our basic needs.

Actually nobody forces me to eat or to drink. I have to do those thing because of the way my body works instead of another person forcing me to do them.

[Rose of Cairo]

Originally Posted by Chris Cade

If we expand this idea of "blackmail" further... to the complete extreme, one could say if we want to live then we're blackmailed into eating, drinking, sleeping, and meeting our basic needs.

Yeah, and I totally blackmail guys into having sex with me, too!

I get your point but it seems backwards to me to subscribe, download, unsubscribe. It makes me feel like I'm being dishonest, because I faked subscribing just to get the eBook. The concrete result is the same as only downloading the eBook, but the feeling I have when I do it is bad, and the feeling is what counts for me.

No matter which way you decide to go, that's an excellent idea If your ebook is of high quality, people will pass it along and share it with others via email or other sites like scribd (I just found an old version of my "Self Empowerment Guidebook" on scribd).

scribd? Never heard of. Thanks for the tip.

I always make sure my ebooks have links at the bottom of every page going back to my sites, as well as usually some page or blurb that let's people know they can get even more value by visiting my site.

At the bottom of every page?? I'd never have thought of that! Thanks for the tip, I'll do that.

So in your case, I think that no matter what you do it's a great idea to let people know in your ebook the great value your site brings them, and might as well also expand on the idea of how the newsletter subscription can be beneficial to them as well.

Okay I have no ethical problem with that.

I'm so passionate about being of service, and discovering new ways to align that with earning an income (still planning to leave my day job to be of service full-time) - and I love helping people do the same... so I get very excited when I can share new insights that merge internet marketing with spirituality / heart endeavors / personal development.

Cool! I like that Why don't you build a coaching service or a website to teach spiritual, love-aligned, growth oriented internet marketing? I need to learn about internet marketing and SEO, I'm such a noob at it. I'd love to make enough money online to live and be free to work on creating valuable output for others. But most of what I read out there is very heartless and $$$-oriented. This repels me so much and I feel I cannot apply such an advice. Do you know how to solve this problem?

Since your focus is on providing value and being in alignment with your non-bribery practice, I would suggest that you identify the key benefits of subscribing to your newsletter... people need to have some idea of what they're getting (if it's not the free gifts).

Okay.

Thanks a lot for your tips, Chris

It was about understanding whether or not you could be of service in a way that resonates with you, regardless of what others consider to be commonly accepted practices

What a beautiful way of putting it

[Chris Cade]

Originally Posted by Rose of Cairo

I get your point but it seems backwards to me to subscribe, download, unsubscribe. It makes me feel like I'm being dishonest, because I faked subscribing just to get the eBook. The concrete result is the same as only downloading the eBook, but the feeling I have when I do it is bad, and the feeling is what counts for me.

Feeling is what it's all about

There's a lot of things I used to feel bad about, but being a business owner (even if it's only losing money still!) has really opened my eyes to a lot of things I never really thought of before.

Whole Foods has a "return any item for any reason" policy. I used to try something from Whole Foods, but I wouldn't return it. I always felt bad... especially if I drank one bottle (say of 4) or my son tried 2 packets (of 6) of an oatmeal that he clearly did not like.

Then, I created and started selling my own digital program... and I put on a lifetime money back guarantee. At first I felt bad when I got my first refund request, but after a couple of them I realized - if my program isn't being of true service, I don't want the money.

Similarly with Whole Foods, I'm a regular customer and they want me to be satisfied. They want me to try new things and to find favorites... so I keep coming back as a loyal customer. Now, I am more willing to try new things knowing that I can get a refund anytime for any reason... and that it's "okay."

So when it comes to subscribing, downloading, then unsubscribing, I will tell you that as a business owner I take zero offense when people do that. My free gifts are just extra incentive to check out my site and newsletter... and for new visitors, it's a way to really introduce them to my work. If they don't resonate with me or what I'm doing, then I would want them to unsubscribe as quickly as possible... and I'm still grateful to give them all the gifts they want.

I offer this as food for thought - to explore perhaps what it is about it that feels bad for you. In my case, I didn't understand the flow of energy and how it was always being reciprocated... and that my inability to ask for refunds at Whole Foods was simply me believing I wasn't good enough - like my wants / needs weren't truly important enough that I should be allowed to get a refund simply because a product didn't resonate with me.

Originally Posted by Rose of Cairo

scribd? Never heard of. Thanks for the tip.

Yeah - for posting free digital documents, I highly recommend putting the PDF there and then bookmarking it with some social bookmarking sites like Digg and Propeller.

I've done that with two of my free ebooks so far (one of which is a gift for subscribing to my newsletter), and somebody else has done it with one of my ebooks.

You can also join groups and upload docs to those groups.

Originally Posted by Rose of Cairo

At the bottom of every page?? I'd never have thought of that! Thanks for the tip, I'll do that.

Yup, I put a clickable link in the footer of every page. I've heard some PDF creating programs don't do this very well, but I use OpenOffice and it works like a charm.

There's a few reasons. One is it is for branding - the more times somebody is overtly and covertly introduced to my name, websites, or products, the more likely they are to associate me with the materials... if it's good materials, then they'll return, share with friends, etc.

The other reason is it's just a simple way to be of service. If they want to learn more, they don't have to scroll up or back to find a link to my website - they can just do it whenever they want effortlessly.

Originally Posted by Rose of Cairo

Cool! I like that Why don't you build a coaching service or a website to teach spiritual, love-aligned, growth oriented internet marketing?

I've thought about offering products or services specifically around that topic, actually. I have a folder in my email for all the ideas to go into my program.

But I've been dissuaded by other projects - and with writing my book. I promised my agent a draft copy by the end of the year... not because he asked, but because I know I need to really challenge myself to get this stuff onto paper.

As far as services go, I do offer actual coaching for $75 per hour via phone/in-person, $200/month unlimited via email. Most of it is this kind of information - working with people to both give them valuable ideas, but also make sure that what they're doing is aligned with themselves. Any advice I give is useless if the person feels they have to do it, and doesn't actually feel empowered by what I share.

That's not to say that I turn people away who can't / won't pay those fees. And since I currently am not working with any coaching clients and have only coached a few personally, I'd probably be more than willing to negotiate the prices in exchange for working with somebody who has extreme passion and is willing to write a testimonial after working with me for a while.

My last coaching client I actually worked with for free, but since I do often recommend various tools and other offerings that are extremely effective, I still did get paid some affiliate commissions on recommendations I made.

Originally Posted by Rose of Cairo

I need to learn about internet marketing and SEO, I'm such a noob at it. I'd love to make enough money online to live and be free to work on creating valuable output for others. But most of what I read out there is very heartless and $$$-oriented. This repels me so much and I feel I cannot apply such an advice. Do you know how to solve this problem?

I can only offer my own experience. I currently work my day job to pay the bills, and all of my business is done at night for 3-5 hours. My plan is to continue to grow my business to the point where I can either go part-time on my dayjob and full-time on my business, or grow my business and save enough cash to quit my day job and go full-time on my business... knowing I'll use up all my savings to reach the point where my business profits enough to sustain my family.

I used to question whether or not I could build a heart-based business... and to be honest, some days I still do question it. But the emails I receive each day of gratitude fire up my soul so much that I know deep down, it's not a choice for me... I'm doing it.

And I don't know where my path leads - just that the current steps feel right.

I think some part of me still struggles with feeling like it's not okay to accept money for being "good" (so to speak). A lot of our culture tells us that if we are truly "good" people then we'd give things for free. At least that's part of some of my limiting beliefs I've adopted over the years... and I'm still working through those distortions of reality.

Originally Posted by Rose of Cairo

Thanks a lot for your tips, Chris

What a beautiful way of putting it

I'm always grateful to be of service

[Brutha]

Taking Action: Rich Schefren Talks With David Meerman Scott About The New Rules Of Marketing And PR | Strategic Profits is a nice interview about the question from an internet marketing perspective where David Meerman speaks against the practice of requiring subscription.