In the spirit of Thanksgiving, let’s talk about ways you can thank those in your network of current and potential clients by giving lots of quality information in your website content, articles for distribution, newsletter articles, and other marketing efforts. The return for you? Clients who will trust you to help them move forward in their business. Whether you’re a virtual assistant, business coach, or other service professional, sharing information can help you increase your exposure, grow your credibility, and, ultimately, get more clients.
First, why should you give?
‘Tis better to give than receive. Okay, when it comes to business, receiving is good too (we do have to pay the bills somehow, after all!), but this is a case when you have to trust that your giving will come back to you tenfold. Maybe you write a 20-page, informative ebook and instead of trying to sell it for a few bucks, you give it away to anyone who’s interested, and people like it so much that they spread the word across the web, and suddenly you’re getting tons of exposure (not to mention targeted traffic from people who want to grab their copy of your report).
Of course, you can add a stipulation that they will be added to your email newsletter mailing list once they request the free ebook, and then you can turn around and give them even more free stuff in your newsletter. The more you give, the more they’ll keep coming back for more!
How much should you give?
During a recent teleseminar, a participant asked me how much to give without giving away the farm and essentially causing potential customers to not need your services. My response? Give away as much as you can in little bits and pieces. For example, if you’re a virtual assistant who specializes in PowerPoint presentations, for example, you might run a newsletter that covers the following topics:
Newsletter article 1: Choosing a template for your PowerPoint presentations
Newsletter article 2: Creating the right font for your PowerPoint presentations
Newsletter article 3: Finding the right images for your PowerPoint presentations
Newsletter article 4: 5 Tips to Turn your PowerPoint presentations into powerful selling tools
Or something to that effect. In each newsletter article, you can highlight one or two tips or techniques that will be genuinely helpful to readers without giving away all of your trade secrets (which, if you’ve been doing this for any length of time, would be impossible to do in one short article!).
Yes, you will have some people who will take your tips and do it themselves, never purchasing your services. Other do-it-yourselfers might either: a) become so successful thanks to your tips that they no longer have time to create their own PowerPoint presentations and will then turn to you to do it for them, b) become so frustrated with trying to get their PowerPoint presentations just right that they decide to wash their hands of the project and turn to you for help, or c) be so grateful for the tips that they spread the word to friends and colleagues, some of whom might become clients.
The bottom line is that when it comes to services, people are not likely to buy the first time they visit your website or see an article you wrote. They need time to get to know, like, and trust you. Hands down, the easiest way to build the trust factor is to keep providing quality, useful information in a genuine attempt to help others. If you show potential clients that you care about their success and have a lot of juicy knowledge to share, they will come to see you as what you are: a trusted partner who can help them grow their businesses.
Do you have any thoughts to add? What are you giving away to current and potential clients?