What turns a prospect into a client? Books have been written. One trend is worth noting - increasingly - consumers of every stripe are turning to articles, reviews, and expert commentary - on the internet - to educate themselves before they make a purchase decision.
While this news might not be surprising - this wave of consumer education is new. It has only be around in earnest for the last 5 - 10 years.
In addition to people researching specific products or services just before they purchase - more people have subscriptions to any number of blogs, news feeds, updates, and newsletters to get product and industry insight. What we once had to pay for - now is being delivered on a daily basis - for FREE - right into our email inbox.
Whether the topic is cars, computers, financial services, legal issues, travel, pets, food, automotive repair, personal growth, fishing, hair products - and everything else under the sun - the information is all there if we want it.. And while, it might seem like we are in information overload, marketing a business by providing valuable information online, still, is in its infancy and our hunger for it is only growing.
More Is Better - Why You Need To Give It Away
In an article by Robert Middleton - a sought after marketing consultant - he said that every business owner wanting to grow their business should provide enough - valuable knowledge about their product and industry - that would compel a potential client stop in their tracks and want to read it from cover to cover.
Now - how in the heck are we going to get someone to stop in their busy lives to do this? Well, what it means is that we need to create interesting, engaging, informative, and valuable material in the form of an article, report, ebook, workbook, video, survey, and more.
Let’s take a real product review on Amazon for a a fruit and vegetable juicer, for example. On Amazon their are many helpful reviews, but likely few as popular as a review a certain Robert Thomas wrote for a juicer that contains 2,679 words. So far, that review has been read by 4,646 people and liked by 4,542.
To say that review boosted the sales of this juicer would be an understatement. Now applying it to your case, wouldn't you want this Robert Thomas guy to create a perfectly captivating and informative review for your own business, product, or service also? Put yourself in his position as the buyer. Wouldn't you want to make sure that what you’re getting is the best possible blender in the market that your money can buy?
Well, you might not have Robert Thomas - but you have you.
Attract Potential Clients With Useful, Personal, and Valuable Information
Words are a powerful way to motivate and encourage people to take action…so long as these words are written in a personal and helpful way. People need to be encouraged. They even need to be encouraged to do things they know are good for them. So instead of keeping your article, review, or commentary short or too concise, provide a level of detail that will leave your prospect feeling that they have received something of value.
This is your chance of attracting future clients and showing them what you could help them accomplish or provide. Don’t generalize an article just so you can appeal to a wider audience because chances are, that audience would browse through the article and forget it once they turn their attention to something else.
Make it specific and memorable so that even if you only appeal to a smaller niche, your article will have a better chance of being remembered and recommended.
For instance, as a reader, which one would you want to click and read:
“Most Commonly Used Branding Strategies” or
“Top Ten Marketing Methods To Make Your Social Media Stand Out In A Crowded Market”?
Memorable is good. Niche is great. Valuable is awesome. Free is the best.
Remember - you don’t get paid for your good ideas. You are only paid when you are able to take your good ideas and turn it into a tangible impact in someone's life through the services or products you provide. And whether it is the article you write - the product you deliver - or the service you provide - quality always wins.