Day 2

Subject: Free or Paid traffic – which is best for you, [firstname]?

Hi [firstname],

Today I want to explain the key differences between free and paid traffic.  Both are important weapons to keep in your traffic generation arsenal.  Both have their pros and cons.

Let's start with paid traffic… 

It's often said that you get what you pay for, and when you pay for traffic you can get it in abundance.  I suppose the main advantage of paid traffic is you can start getting visitors instantly.  It's just like flipping a switch. You'll know exactly how much traffic you're getting because (with most methods) you pay for each and every visitor. That means you can test your website's conversion rate and tweak it right away. If your website has a pretty lousy conversion rate, you can pause the traffic while you make adjustments, then start it up again. 

The downside to paid traffic is, of course, the cost.  Sometimes you have to pay for traffic up-front, meaning that if your website isn't converting well, it can be money down the drain.  Even if your site is converting well, you need to have enough capital or credit to finance your campaign before the money starts rolling in.  Some forms of paid traffic can be highly competitive, too.  You may find yourself competing against large corporations with highly paid advertising agencies and million dollar budgets.

All this might make you decide to opt for free traffic instead.  Getting to the top spot on Google will mean that people see your site first.  As long as it stays there, the traffic will keep rolling in.

However, there is a catch… 

It generally takes time to achieve results. Oftentimes free traffic isn't really free.  In fact, I'd go so far as to say that “free” traffic is a myth.  Even if it doesn't cost you any money upfront, it costs time (yours or someone else's). If you're having to pay somebody to generate this “free” traffic, it's not really free.

Warmly,

[Your Name]

PS. I go into more detail in my traffic generation handbook.  Find out more here: [link to sales page].
