Internet marketers are always looking for new ways to build their e-lists quickly and at an affordable cost.

Let me tell you about an under-used, non-obvious technique for adding new subscribers to your opt-in list.

Using it, I added 982 new subscribers to my e-list in just a few days—and these were buyers, not just prospects.

What I did is to create an e-book with broad appeal to my major markets, which are copywriters and Internet marketers.

In case you are curious, the title of the e-book is “Writing E-Books for Fun and Profit” and you can see the landing page at www.myveryfirstebook.com.

I also priced it to sell. The cover price is $59. But for a limited time, it is available from me for only $19—a discount of $40 off the regular rate.

Then I approached my affiliate with the biggest list and asked if they wanted to offer my new e-book to their subscribers.

Here’s the twist: instead of offering them the usual 50% commission, I told them they would get 100% commission.

That’s right. They’d keep all the money.

It worked like a charm.

My affiliates thought the e-book would appeal to their list, which makes sense, because they target some of the same markets (copywriters, Internet marketers) I do.

And with a 100% commission, they had a bigger-than-usual financial incentive to offer my e-book to their list.

So they sent a solo e-mail blast to their subscribers on a Thursday.

The e-mail they sent had a hyperlink that goes to my landing page for the product.

It’s a special affiliate hyperlink so we can track the source of the orders.

So what happened?

4 days later, by Monday, we had almost a thousand orders.

The affiliate was happy because they made nearly $19,000 on the deal.

Their subscribers were happy because they got a great e-book worth $59 for only $19.

And how did I win?

Since their subscribers bought the e-book directly from me, I added 982 new subscribers to my online list.

You could argue that by not collecting my usual 50% of the sale, I gave up $9,500 in profits.

But not really, because if I had not given 100% commission as an incentive, this affiliate, who owns a big and profitable list, would not have sent an e-mail promoting my product to their readers.

My out-of-pocket cost to fulfill these 982 orders was virtually zero, because the product is a downloadable PDF file.

Best of all, these are top quality subscribers I added to my list.

Unlike most list-building techniques, which add names to your list through free offers, here all the new names added to my list are buyers, not prospects—they’ve already spent $19 with me.

And buyers are always better than inquirers (those who join as a result of a free offer).

The lesson is threefold.

First, if you want affiliates and other online marketers to promote you to their lists, you have to make it financially worth their while to do so.

For a $19 product, a 50% commission means the affiliate gets only $9.50 per order.

That’s just too little to compensate them for the slot in their e-mail schedule you are asking them to give up to promote your product.

However, a 100% commission on a $19 product is equivalent to the standard 50% commission on a $38 product.

That’s still a relatively modest profit per order. But apparently, it was sufficient to get my affiliate to go forward with the promotion.

Second, price the product low. If you attempt this technique with a high-end product, you’ll get fewer orders—and add fewer new names to your e-list.

Third, create a product with broad appeal for this 100% commission affiliate deal.

That way, you capture the maximum number of new names from each affiliate’s mailing list.

Why is this technique of offering affiliates 100% of the sale used so infrequently by Internet marketers?

It’s psychological: even though you know it makes sense, writing that big commission check to your affiliate is painful.

But it really shouldn’t be. It costs you nothing out of pocket—revenues from product sales cover it 100%. And you added all those new subscribers without paying a dime for online advertising.

One other tip: on the landing page for the product, state clearly that $19 is a special time-limited offer, and that once it expires, the price will go up.

This gives visitors an incentive to buy now and not put it off, maximizing your conversion rates.

Bob Bly is the author of “World’s Best Copywriting Secrets” and has written copy for more than 100 companies including IBM, Boardroom, Medical Economics and AT&T. He is the author of more than 75 books and a columnist for Target Marketing, Early To Rise and The Writer. McGraw-Hill calls him “America’s top copywriter”.

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One of the easiest and most effective ways to generate more leads and orders from your marketing is to offer, as a bonus, a free special report.

But be careful of this hidden danger: your prospects already have too much to read and don’t really want a “report” per se.

What they seek is valuable content that can help them solve a problem, do their job better, or make more money.

If they think your free report can deliver some of that, they’ll respond to your e-mail or sales letter just to get their hands on it.

So how can you transform a ho-hum offer of yet another “free report” into a compelling free content offer that sends your response rates soaring?

The most important factor determining the desirability of your free special report is the topic: does it cover something your prospects need or want to know?

Great topics for free special reports include tips, predictions, news, interpretation, analysis, case studies, and discussion of a controversial issue.

Example: a newsletter publisher found that its most popular feature was the monthly “You Be the Judge” column summarizing a court case and challenging the reader to guess the outcome.

Subscription rates skyrocketed when the publisher began offering a “Best of ‘You Be the Judge’” compilation as a bonus to new subscribers.

I’ve found that anything having to do with making money works well as a free information bonus.

For instance, a newsletter published, as part of its subscription, an annual salary survey of the industry it covered.

When we offered reprints of last year’s salary survey to new subscribers, orders for new subscriptions increased 25%.

Giving your free report an attractive or compelling title also helps boost response rates when offering it as a premium.

During the Clinton years, the American Spectator offered a special report “Inside the Clinton White House” (that may not be the exact title; it was years ago and memory fades) free to new subscribers.

Since so many marketers offer free reports, you may stand out by offering free content in other media; e.g., audio CDs, videos, software, online tools.

Here’s a way to quickly and easily create an effective information premium: promote a paid tele-conference to your list and record it.

Then duplicate it on audio CD and offer that as a bonus. If you charged $79 for the teleconference, you can legitimately say the CD has a value of $79.

That’s important, because the higher the perceived value of the free bonus, the greater the demand.

If you use free special reports as information premiums, put a price in the upper right corner of the front cover of each report.

Set up a reports library on your website where visitors can purchase the reports for that price.

That way, when you give them away as free bonuses and specify the value, you can legitimately say: “This report sells for $29 on our website, but reply today and it’s yours free.”

Here’s a gimmick that works well: instead of using an 8½ by 11-inch page size, make your report digest size (5½ by 8½-inch page size).

Let’s say the report is tips about leadership. Print the title on the front cover in large reverse type—white letters on a black background—and call it “The Little Black Book of Leadership Secrets”.

Both “secrets” and “little black book” create an aura of importance and exclusivity that makes people want the booklet.

If you want the free booklet to build your image as a thought leader in your industry, consider publishing it as a small paperback book.

Then, when you offer it free in your marketing, you can position your company as “The Folks Who ‘Wrote the Book’” on Topic X.

If you sell to the federal market, government employees are not allowed to accept free gifts worth more than $25, so the price on your free book or report should be $24.97.

Bob Bly is the author of “World’s Best Copywriting Secrets” and has written copy for more than 100 companies including IBM, Boardroom, Medical Economics and AT&T. He is the author of more than 75 books and a columnist for Target Marketing, Early To Rise and The Writer. McGraw-Hill calls him “America’s top copywriter”.

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