Central to InfoGuru Marketing is giving stuff away.
In fact all your marketing should revolve around this simple principle
and action: Create valuable information to give away and give it away
in vast quantities.
Sounds simple, but like everything, it's not really. It actually
takes some thought and effort to give away valuable information so that
it's truly appreciated.
I recommend that you follow the law of Marketing Syntax - the order
in which you communicate your marketing message: Problem - Outcome -
Value - Proof - Offer.
First is the Problem or pressing issue - Why do your clients need
you in the first place? When prospects hear this they want to know more
- how can you help them?
Second is the Ultimate Outcome - This is what your clients get when
they work with you. It's your big promise. It's the difference you
make. Now they're interested.
Third is Value - This is simply an expansion of your Ultimate
Outcome. What are all the other benefits clients receive when they work
with you? They want to know in detail.
Fourth is Proof - Who have you worked with and what kind of results
have you produced in the real world? What's the low down and are you on
the up and up?
Finally is the Offer - This is when you get your prospect to take
action. And if you don't make an offer that they can easily take
advantage of, the marketing game comes to a dead stop.
But what is the offer? Is is the offer for your services? Is it a proposal? Is it the close for a contract?
Alas no. This will all come later.
The offer is for the Free Stuff. Yes, you have to sell your free
offer. You first need to get attention and interest. Then you need to
build your case and prove you are credible and successful.
And only then are they going to check out your free stuff.
In other words, you can't expect great results if you just throw
free stuff at prospects. They won't pay any attention to it. They won't
value it. They won't go any further.
Is there anything more pathetic than begging people to take your
free stuff? Studies have proven that you can't give dollar bills away
on a street corner. People won't even take them!
But when you take the time, effort and focus to get someone's
attention and build your case and credibility, then your free stuff
becomes interesting, intriguing, desirable and valuable.
And this is why free stuff should never be completely free.
There's a small and important price for free stuff. If they want it, they need to give you something valuable in return.
Take a look at the many ways you can give away free stuff:
On your web site
Offer a valuable report. They are free to have it if they also
subscribe to your eZine and give you their email address and name. You
can now send more valuable information in addition to your next offer.
At a talk
The same report will do. But don't just hand it out to everyone who
comes. They won't value it (or even read it). Trade it for their
business card and let them know you'll add them to your eZine list as
well. Again, you can now follow-up.
When you network
That good old report can do triple duty and more. When you connect
with someone you think you might be able to help, get their card and
offer to send the report. And then follow up to answer any questions.
Giving something away is the final step in this initial marketing
process, but another way of looking at it is that it's also the first
step of the selling process.
When you realize that you have to sell your free offer for the
permission to follow up in some way, you have grasped the essence of
InfoGuru Marketing.
About The Author
Marketing, has been helping Independent Professionals be better
marketers since 1984. On his web site http://www.ActionPlan.com find valuable resources, products and programs for attracting more clients. Get a free copy of his Marketing Plan Sart-Up Kit.
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Distributed by Hasan Shrek, independence blogger. Also run
online business ,matrix,internet marketing solution ,online store script .
Beside he is writing some others blogs for notebook computer ,computer training ,computer software andpersonal computer,Cyber Forest,internet weapon,talk about business ,business is my blood ,hasan's blog ,cyber business
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