How to decide what is free content vs. paid content

How can you decide what to offer as free content and what to offer as content inside your paid products.

It helps to think of point A, point B, and point C, when we're talking about your content.

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What is the difference between free content and paid content?

Point A

Let's think about Point A, Point B and Point C. Point A is where your ideal customer is right now. They have some kind of problem, struggle, frustration. They might not realize that they have a problem. They might not realize that you have a solution to their problem. They probably don't know about your product at this point. So right now, if you went to them and said, hey, buy my course, they wouldn't buy it because they don't want or need it. Regardless of how much hype you try to generate about your product, regardless of whether you have the perfect messaging, they're not going to buy it because they don't know that they want it or need it.

 

Point B

Then we have point B, which is the point where your ideal customer needs to be to buy your product. They understand that they have a problem. They understand that there's a solution to their problem. And they know that your product is the solution to their problem. At this point, when you show them just where they need to go to buy your product, it's a hell yes from them.

 

Point C

And then we have point C. This is the ideal transformation point. This is your ideal customer's dream state. The point where they've solved whatever problem they have, or they've achieved the particular transformation that your product delivers.

 

Your free content

So how does this relate to content then? Your free content should take them from point A to point B, not from point A to point C. And what I see quite a lot with people with their free content is they want to prove how much value they can deliver to their customers. So they start taking them from point A to point C, or from point B to point C. Actually, more commonly, I see point B to point C. They're like, “Oh, I have a course about Facebook ads, so I'm just going to teach them a little bit of Facebook ads.”

That's taking them from point B to point C, when in reality, their ideal might still be at point A where they don't realize that they need Facebook ads, or maybe they don't realize that they need a strategy for Facebook ads, or whatever other things they need to learn before they are ready to start learning how to actually run Facebook ads.

 

Your paid content

Your paid product is what takes them from point B to point C. So your free content takes them from where they are right now to where they need to be to buy your product. Your paid product takes them from where they are when they buy your product to the ideal transformation, the point where they've solved that problem or treat that particular transformation.

 

Let me give you another example. I give you free content about launching, but I don't teach you how to launch. That is what comes inside Launch Magic. My free content teaches you what you need to know to be ready to launch. For example, that there is an art and a science to your pre-launch content like I'm teaching you here. A lot of people don't realize that there is an art and a science to the content that they share in the lead up to their launch.

So if I said right now, “Hey, buy my course about launching,” they're going to think, “No, I just want to learn how to generate hype when I launch my product. I don't need to learn about pre-launch content.” My free content is teaching you the things that you need to know to be ready to buy Launch Magic and to be ready to think about launching. And then my paid product is what teaches you how to actually execute on that launch.

 

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