How to Create a Free Download That Clients Gotta Have – Trick 1 – Kill the Limiting Belief


So, if you haven’t figured out why the freebie on your site is a must-do step OR if you’ve been struggling to create one that you know clients will really, really, really want, then great – you’re in luck today! Here’s one of my favorite tricks to creating that downloadable pdf visitors will want immediately.

It’s about removing the limiting belief they have.

First, a quick visual on why your freebie is really a must do item on your website checklist. It’s really vital.

coaching website design - freebie diagram for attracting clients

It’s a must do because your freebie GIVES PEOPLE A REASON TO COME TO YOUR SITE. If someone sees your website address, say on your LinkedIn profile and next to it says, “Come to my website and download X for free” then you’ve given them a compelling reason to come visit. That’s how you get traffic with your freebie. Once at your site, they add their email address to get the freebie, and voila! – a new subscriber.

Now, the trick …

Let’s say you’ve got a free download pdf on your website and it’s not doing much to get you traffic or get new subscribers. (You are making sure that to get this freebie, they have to enter their email address, right?)

So let’s say you’re free download is “How to Set Goals in Your Business” … which is good in that it’s of value. It’s bad because there are so many of these out there (how to set goals, how to set smart goals, etc, ho hum).

What we’re going to do is tweak this title …

What are some limiting beliefs, thought patterns, or unhelpful triggers people have around “setting goals in their business”? What are some of their limiting beliefs in business? Goal setting? What have your clients struggled with when trying to set goals? What you struggled with? What are they saying to themselves in their heads, quietly? What are you quietly saying to yourself as you set goals or don’t realize them?

Here are some that come to mind …

It takes too long to set s-m-a-r-t-e-r goals, so many steps.
The goals I set I never realize.
I forget my goals after I set them a week later and have to reset them again.
I set goals but they aren’t motivating.
I set goals but just don’t do them.
I beat myself up if I don’t achieve them.
I never reach my goals.
My business is stuck. It’s not working. I’m stuck.
My business is unprofitable. I can’t make a profit.
I suck at sales.

Take any of those limiting beliefs, and slap them into your title, like this …

How to Set Motivating Goals in Your Business
How to Set Biz Goals You Can’t Help But Realize
How to Reach a Goal Even If You’ve Never Succeeded
How to Framework Your Goals to Stay On Track Effortlessly
How to Quickly Set Goals that Stay on Your Radar
How to Set Goals for Unprofitable Businesses
Goal Setting If You’ve Been Stuck for a Year
The Trick to Setting Sales Goals if You Suck at Sales.

Deal with the limiting belief, negative thought or other mental baggage in your title and get good information into your freebie to make sure it delivers.

The Coaching Site Guide
Get people t your website with a great freebie. Then engage them, excite them and lead them to contacting you for coaching. It’s all in The Coaching Site Guide. Have a look!

Love to hear your thoughts, ideas for tweaking your freebie, or what you had for breakfast – just post below.

(quick update 4/15/2014: a week later, I wrote about the time-base trick to make your free download even more enticing)

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  1. Kim — You must choose whether you are comfortable with making a promise, or telling them you will lead them to a specific level because you have done it and know how, or whether you are taking them by the hand to lead them there with the coaching tools you have and even give them some comfort in that you’ve helped others reach breakthroughs so you can help this one with his breakthrough. However, in any of those options, this is about setting a specific target outcome of a specific value that they can’t get alone and doing it together.

    For my clients who have a track record, I ask them to define what there average middle of the road result and value is. Then define what their typical minimum value is And what the maximum outcome their clients have ever gotten is. Now you have a clearly defined box that you can sell as what other clients have gotten, and ask your new prospect if they want something like that.

    If you don’t have a track record, then just help them plan it, implement it, and achieve it. I believe the average ROI for a coach is about 5 times the coaching fee, so you could use something like that as well.

  2. This is process of creating titles for products is usable. It is a struggle for me coming up with titles because I am so focused on the process that the client is going to experience versus the results they are looking to receive. I work with solo parenting Moms. These Moms want stability, financial security, and connections. I can coach them to obtaining these goals, but struggle with how to word a title for my free offer or my workshop that will have prospective clients self-selecting to sign up! Thoughts??

  3. There’s actually a series of titles you can use for your giveaways, and other things you do.
    In the list below, each one, moving down the list, gets to be a more powerful, more client pulling aproach.

    o Get your process here (things like SMART goals, setting better goals, etc. Those are processes)
    o Get results here (these are the things that SMART goals would help you get, or building websites, etc. So saying “Get More Clients Every Week” is 10 times more powerful than “learn how to set smart goals”
    o Now add HUGE value of results, bigger, better, faster So saying “Get 10 new clients a week” is 100 times more powerful than talking about a process.

    The reason: people want results. They don’t really care what the process is if it gets results. And the bigger the result the more desire they have for it.

    So, talk about results, and very high values that you are giving away, or showing how to get. In fact, if you want to use the SMART goal giveaway, then tell them a few things they’ll get from doing it, (Get 5 more clients a week using SMART goals that you’ll learn in this ebook) or use the SMART goal as the main title, with a subtitle that list lots of results. It’s the results that pull them in like bees to honey.

    1. Nice Alan. “How to Get 10 High-Paying Clients This Week.”

      What do you do about the fear related to stating high results if you’ve never helped someone get them or have reached them yourself?

      Perhaps that’s not something to be addressed at this point (can’t promise anyone you’ll def get them those results, but you can promise to support).

      Yes, curious as to what you think …

      1. Good question Kenn.

        Whether you’ve done this before or not doesn’t change what your client wants.

        So let’s take a step back and ask ourselves how we might deliver that, and whether we want to take on the whole big picture, or a part of it.

        Gee, a part of the coaching training is how to question a client to help him discover those things that help him discover breakthroughs. And it can start by developing clear goals to his target outcome, developing a path, a plan to that target outcome.

        Obviously if you’ve done it before it’s much more comfortable to say, I can show you the path that my other clients have taken. Or if you haven’t, can’t you, the coach, set down with them to develop that clear path, plan, help them to the breakthroughs they need. In that case it’s just a matter of helping them plan it, discover the breakthroughs which is exactly what a coach does.

        It might be important to use the words properly. “I will help you find your way to getting 10 high paying clients this week”. Or maybe “I will help you find your way to getting 10 high paying clients a week after about a month” or something like that. A coach has the tools to help a client to plan, find the things he needs, to any goal, or just maybe during the planning they’ll have to take that one step at a time, 1 more this week, 2 next, or whatever, but it’s helping this client do things he couldn’t do on his own, finding breakthoughs.

        1. Priceless …

          I like this, “Whether you’ve done this before or not doesn’t change what your client wants.”

          SO your copy is all about what the client wants such as, “DO you want to X?”

          And your attitude is “I can help you take steps to get there” … you can’t “promise they will get there” and of course you can’t because you’re both human, and the future is uncertain.

          I’ve always hesitated on promising – so it’s subtle how this is phrased. Also you don’t want to mislead.

          Good food here … thanks for your sharing.