As FEE’s founder Leonard E. Read was fond of saying, selling people on the freedom philosophy isn’t like selling soap. Instead, we’re selling an experience —that of achieving deeper understanding by viewing the world through the lens of liberty.
So, making a “sale” means that people must become personally involved in wanting to learn more. For this reason, we look for opportunities for followers to take a “next step,” or what is known in marketing jargon as a “conversion.”
Cost-Effective Tools for Generating Conversions
One cost-effective tool for generating conversions is the “freemium” product, a no-charge electronic copy of either a physical book or a custom-built anthology. These can be created at low cost in a day or two and distributed at no charge through email, social media or “pop-ups” on FEE.org.
Freemium campaigns enable us to repackage material from our archives to draw our readers deeper into topics of current interest and to add new subscribers to our daily email list, where they’ll see more opportunities to learn about freedom’s principles.
For example, last month we released “FEE’s Guide to Health Care: Answers to the Health Care Conundrum.” The pop-up shown above ⇡ appeared on about 50,000 screens, and about 850 of those viewers (1.7%) signed up for our daily email list.
This is an excellent conversion rate because, although we do not charge for the guide, readers are generally reluctant to surrender an email address.
We continue to develop new “freemiums” and campaigns to drive new membership and increase those who are exposed to the freedom philosophy. I encourage you to sign up for the FEE Daily Newsletter to witness the content we share regularly.