 First of all, thanks to everyone who sent messages
and feedback after the launch of my new website last week.
After all that frenetic activity surrounding the
launch, I took a couple of well earned days off, and enjoyed playing
with my baby
son Benan. Didn't touch the laptop for 3 whole days, and
my, do I feel better for it. Did you know that research shows that
a day completely away from all business activities will increase
your effectiveness for the next 18 days? That's quite a return
on investment isn't it?
So, we took a drive out to Lahinch, which is a beach
about 30 mins from where we live in County Clare. I have to say
it didn't
look QUITE like the photo on the day we visited, but we were amazed
to count 14 people surfing in the water. In January. In the Atlantic.
Off the West Coast of Ireland??!!!!
Marketing expert Jeff Paul says that when targeting
a 'hungry
crowd' one criteria is that they should be passionate to
the point of fanatical. I think January surfers in Ireland qualify!
But it's back to work now, preparing for the first call of
my Seminar Marketing
Mastermind Group which kicks off this month.
This week's article is based on a reader question which
comes up quite a lot. If you have a question you'd like me
to cover in a future newsletter, please send it to my assistant, Liz.
After a nine month break, I'm thrilled to be heading back
to the UK in February to deliver a brand new course especially
for complementary therapists. If you're a complementary therapist
who wants to attract more clients to your practice, go here to
find out more.
Of all the comments I received last week, I particulary enjoyed the
following from a reader:
'I want to say your new site looks very impressive!!!
Just seeing this is giving me a good kick up the backside!'
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Lesley
Selby
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Thanks Lesley. That's what I'm here for ;-)
How Do You Provide Valuable Content Without
Giving It All Away?
Helen asks, 'I have a great idea for a course, but how do
I build a list attracting people interested in the topic, without
giving all the course content away in the newsletter?'
This is a common question, and it seems that one big fear people
have about using their existing knowledge as a marketing tool through
newsletters, articles or even talks or free teleseminars is that
when they give their goodies away, there will be no need for people
to hire them.
The sooner you get over this fear, the faster your business will
grow. Useful content, packaged in the right way can be a major
draw attracting prospective clients to you, and convincing them
that you're the person they want to hire.
1. You're offering a sample, not giving away the
store!
Make a clear distinction between giving a sample and giving everything
away. My local delicatessen regularly offers bite-sized portions
of a new cheese, meats, bread or cake for customers to sample.
Notice there's a difference between offering a little taste
like this and standing back, opening the cash register and saying, "Help
yourself to whatever's here, and I don't mind what
you pay for it, or even if you pay for it at all!"
2. How to offer 'taster' samples.
What you want to avoid is being cryptic, hinting that you have
some miracle solution, but failing to give even a whiff of it
away. That's just plain annoying. So give the big picture,
for example tell people WHAT to do, but if they want specifics
on HOW to do it, then they'll have to pay. Or give a complete
tip, that someone can use right away, even if they DON'T
buy from you, but make it clear that this is just one tip of
several more that you have to provide. Eg 'This is just
one of the 7 rapport building techniques you'll discover
at this training.'
3. You couldn't possibly give away everything that you have
to offer. The next thing to recognise is that you are more than
the content you provide. Your value to a client is more than just
what you know. I'll bet you didn't hire your accountant
because of the certificate on their wall, but also because you
felt some connection with them too. Your knowledge is an important
component of the overall value you provide, but just as important
as your knowledge is how you do it. If you think that you are just
selling information, then you're in trouble, because information
is a commodity and freely available. You could give away all your
content, but you can't give away 'YOU'. For example,
even if I were to give away ALL the material I sell in manuals,
masterclasses and recordings, I know that that there would still
be people who asked me to help them with implementing certain parts
of it.
4. There is value in the packaging as well as the content
Flowers grow everywhere, but that hasn't put florists out
of business. Think about it. Flowers grow freely in parks, gardens,
forests, fields even by the side of the road. So why on earth does
anyone buy from a florist? The answer is: lots of reasons. Speed,
convenience, pretty packaging, or extra services such as delivery
are just some of the reasons I'll order from a florist rather
than head into the woods for flowers on a friends' birthday.
It's the same for your prospective clients too. Some clients
will buy from you for the convenience of having one expert who
has already seen all the mistakes and knows how to avoid them.
Once again it's WHO you are, not just WHAT you know that
makes you valuable to a client.
5. It's not what you say, it's the way that
you say it...
This is especially important if you're in the 'change' business
eg a coach, consultant, trainer or healer. Two questions prospects
will always have about you is 'Can I relate to this person?
Will they understand MY specific situation?' A newsletter
is more than a chance to show off your content, it's an opportunity
to connect with and build a relationship with a prospective client.
Sometimes the value will not necessarily be in the tips you provide,
but in getting people to think differently. So put your own spin
on it. Let your readers hear your authentic voice. The idea is
not to please everybody, but to connect with the right people.
6. The more you give, the more you get
This is as much as spiritual principle as it is a marketing principle,
yet I can still hear people ask, 'But I've been giving
and giving. so why don't I have the clients I want?' The
truth is people are sensitive, and they respond to your energy
and intention as much as your content. None of us like to receive
a gift with strings attached. So whatever information you provide,
do so with an open heart and a true desire to serve, and you
will be rewarded in spades.
Want more? This is just one of the questions I cover in my Masterclass, 'How
to Quickly and Easily Publish a Business Building Newsletter'.
Click
here for more information.
© Bernadette Doyle, 2007
WANT TO SEE MORE ARTICLES LIKE THIS ONE? See
more articles at my website
You can, as long as you include this complete info with it:
Bernadette Doyle publishes her weekly Client Magnets newsletter for trainers, coaches, consultants, complementary therapists and solo professionals.
If you want to get clients calling you instead of you calling them,
then get your free tips now at www.clientmagnets.com
Bernadette Doyle
http://www.clientmagnets.com
http://www.howtomarketyourworkshop.com
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