Jay Abraham on Positioning Your Freebies and Lead Magnets So They Feel More Valuable

Jay Abraham on Making Your Free Resources Feel Genuinely Valuable

If you want to open up your "business third eye" so that money-making possibilities and opportunities seem to show up everywhere, Jay Abraham is the teacher to follow. Once I applied his ideas, a project of mine that had flopped in 2011 grew into low five figures of pure profit (not counting my time) over seven months through Amazon's KDP — and it still pays me a little, eight years later. Absorb everything you can from him, especially his book Getting Everything You Can Out of All You've Got and his Mr. X book.

Moving the Free Line: Why "Free" Needs the Right Framing

In his Titans of Direct Response interview, Jay points out that the word "free" has been used so much it hardly registers anymore. His preference is to spell out and honor everything that went into creating the item you're giving away, so it commands respect. Beyond that, help people understand that you expect them to take action.

A Copy Example That Reframes "Free"

Here's how Jay proposed putting that idea into copywriting language: "We've spent five years and 50,000 hours studying this, and we've reached conclusions that, as far as we know, no one else has. We spent a year and a half refining it. We've now shaped it into a form you can grasp, act on, and use to instantly improve the performance of ______. It comes from examining billions of dollars of successful transactions. It would mean a lot to us to share this with you. We'd like to do it — we'd be doing it, and we'd like to gift it to you at no charge, buying it for you. But there is an expectation — a very respectful one — that if we do this, you'll spend some time seriously reading it, reflecting on it, and taking action on it. We hope it helps you appreciate what we do, so there's an inclination to want to do business with us later."

• Explain why you're giving it away, instead of just shouting "Free ______!"
• Establish a standard by spelling out the "reason why" behind the offer.
• Connect the free item's value to an implicit or explicit quid pro quo — a hopeful expectation on the prospect's side, never an obligation.
• Jay considers "free" demeaning by itself: your free thing has to carry real value.
• Be highly deliberate when crafting your lead-generation piece.
• Not every lead or click is equal — maximizing conversion is pointless without sales qualification.
• Consumption matters. (Check out Sean D'Souza's Attversumption product if it's still available, for more on why consumption raises customer lifetime value.)

Jay praises the copy Fisher Investments uses because it always rests on a quid pro quo — a future action they hope and expect you to take (around 27 minutes into his Titans Talk on Long-Term Business Strategy).

A Sample Lead-Gen PDF Offer to Model

Here's a model of strong copy for a future lead-gen PDF: "Fisher Investments' Private Client Group offers personalized money management services for investors with portfolios of $500,000 or more. To schedule a FREE personal consultation,* so you may fully understand the benefits that our private clients receive, please mark 'YES.'"

Final Thoughts and Jay's Parting Wisdom

To sell well, you have to help a person feel understood — so listen more than you talk. Use active listening to reflect back what the person has told you. Ask yourself: does your free thing show that you've truly LISTENED to your target audience?

Keep reading: The Anatomy of Yuri Elkaim's Million Dollar Webinar Script (Healthpreneur Got Funnel Hacked) or revisit Lee McIntyre's 5 Lessons to Grow Your Business Exponentially. You can also explore more on the home page, learn about us, pick up Jay Abraham's book via this Amazon link, or read why your copy sucks.

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