If you want to attract customers and build quality relationships, a great way to start is by offering something of value for free. The idea is that you can start building a relationship with prospective customers by earning their trust. You earn their trust by providing them quality information and assistance and asking for nothing in return – except their first name and email address so you can send the info to them.
Consider what you can give away – information is power. You prospective customers are looking for information that you probably have. Go ahead and give it to them. Now, I know that some of you are freaking out about this idea. You’re thinking “but why give it away when I can charge for it?” You can’t charge people for stuff if they don’t know you exist. People aren’t going to do business with someone if they have no idea who you are? You need to start by first earning their trust.
It’s really not that hard to get started either. Do you have a few articles you’ve written but never done anything with? Compile them into one document, edit them together and create a .pdf file. Tada…you now have an e-book you can give away for free. Those templates you use to manage projects, clients or other operations – put your logo on them and offer them to clients and prospects – free. They will see how much work it is to manage all that stuff, and not want to do it themselves – so they will hire you to do it for them. Or, more often…they will try to use the template, realize how much work it is and then call you to help. 30-minute consultations are also a great idea. They help you get to know your prospects, and it helps them to get to know you. Plus, you’re going to do the business development discussions anyway…this is a great way to do them.
When you are giving something away, there are two things to remember:
1. Make sure tt has your name and contact info on it
2. Make sure it has a real perceived to your clients – and never say things like “oh, it’s nothing really…just some stuff I threw together”. Never say that. It is valuable information that you are willing to share.
In order for this strategy to be successful you need to make sure people know about it. Here are some promotional ideas to try… issue a press release using a free press release distribution site (I’ll give you the link to several in my follow-up email). You can announce it to all your social networks (FaceBook, LinkedIn, Twitter, etc.) You can put an announcement in your local Chamber of Commerce email distribution. Send an email to all the Associations, Networking Gropus, industry groups that you are a part of. Most of the associations and groups have discussion boards…post a discussion topic and offer your Freebie to anyone who comments.