I've recently read an interesting article in The New York Times called The Tyranny of Convenience.
The article discusses how convenience always wins. It explains how convenience is the most underrated and least understood force. As the ultimate driver of human decisions, it trumps everything. No amount of willpower can beat convenience.
When you think about it, You can definitely see that we're at a point in our society where we're progressing towards not having to show up for anything at any time anymore. In other words, we're becoming an instant society. For example, I can get almost any product I want delivered to my house. At the very latest, I can get it tomorrow morning. And if I live in the city I can get it in an hour.
But it wasn't that long ago when if you wanted to watch your favorite show, you had to make sure you showed up on your couch in front of TV on, say, Wednesday 8PM. And that's something unthinkable by today. With internet, Netflix, Prime, Youtube, this idea of showing up at a particular time and place to watch something seems ridiculous. Almost undignified, right?
The same is true for accessing information. If you wanted to attend a free seminar just a few years back… you had to get in your car, drive for 30 minutes... and sit through the whole thing in person. And yet, today, having to show up for a webinar on your computer, in your living room, in your Pj's…at a specific time... that's still too inconvenient for today's standard.
Now here's the thing...
Convenience plays a big role in driving your lead acquisitions costs down, too. What I mean by that is, if you want people to raise their hands, if you want turn them from invisible to visible prospects… you have to make it convenient. And there's nothing more convenient than an instant source of information like...
A book.
As long as it has a compelling title... and it offers information your prospects are actually looking for, Offering a book on your front end will dramatically lower your cost per lead, and increase your opt-ins by a factor of 5.