What I’m about to share with you may sound a little counter intuitive. It isn’t. In fact, it could help you achieve breakthrough marketing results.
Allow me to explain.
I come across the following problem a lot. Mainly from service providers, who are struggling to attract new clients with their content marketing. Their primary concern looks something like this:
I know I need to provide good, free advice via my content. Surely if I give my best ideas away for free, no one will pay to hire me.
I’ve already explained why you should be stingy with your time, but not your ideas. However, there’s another, excellent reason why you should provide outstanding, free advice.
And it’s this…
Think for a moment about the alternative. Imagine you publish a newsletter, videos, a blog or a podcast. Now let’s also imagine that instead of sharing great advice, you share weaker information. Average free stuff. Nothing special. Nothing that really stands out.
You’ve just given your marketplace a weak, low-impact insight into your work. You’ve painted a lousy picture of how good you are. So, not only will people be highly unlikely to hire you, they’ll also be unlikely to share your newsletters, videos, podcasts, blog posts or subscribe to you. That’s a huge lose, lose. (Actually, that’s wrong; it’s a lose, lose, lose — because you’ll also be damaging your professional reputation. Ouch!)
Here’s what really happens when you give great free advice
Yes, freebie hunters will certainly gobble up all your free advice. But that doesn’t lose you a penny. Why? Because they were never going to hire you anyway. Freebie hunters are the dabblers. The DIYers. So, they were never a prospective client.
Yes, a subset of genuine prospective clients who take your free advice will do (whatever) themselves. Of course, if they find your ideas so powerful that they actually use them, they’re highly likely to subscribe to you and share your work. That’s how every successful resource spreads. Also, I know from experience that many of them will later hire you.
However… there’s also a hefty subset of prospective clients who will find your high quality advice extremely valuable. Now, this subset of prospective clients are the ones who value their time. They love the peace-of-mind that comes from getting expert help. They value professionalism.
These prospective clients will hire you, so you can do the job properly for them. And yes, they’ll also share your newsletters, videos, podcasts, blog posts and subscribe to you.
How do I know for 100% certain that this works?
Simple: It’s how I grew my business!
It’s why I get enquiries from prospective clients, multiple times, all day long, every day. And if it works for me, it can work for you too. Just make sure to offer as much value as you can, as often as you can. Hold nothing back.
P.S. Here’s that article I mentioned earlier. It’s well worth a read: Be stingy with your time, but not your ideas.