What are you giving to get?

This simple method of lead generation seems to stump many entrepreneurs.

Give something away - in order to get yourself a client.  In the day and age of constant bombardment by marketing... you need to stand out from everyone else in your field.

If you are a realtor or mortgage broker, you have extreme competition to contend with.  So do most industries but I will pick on these 2 as they typically fight me on this strategy (thinking they are different, their clients are different, it won't work in their industry, name your excuse of the day here....). 

I hate to say it - but - your prospects and ideal clients are NOT different. They are people. And people all like the same things - no matter on their education, their title, their income or livelihood. They are the same.

So, enough of the excuses!

If you expect them to earn their hard earned money with you - what are you going to give them? I personally don't like spending my money on a product or service until I am confident it is the right choice.

Are you any different?  Chances are good, you are no different - and neither are your clients.

So give them an education...

• Show them unique ways to use your products (one company selling garden sheds puts out a book on creative ways to use their sheds! All their customers write in with unique, and bizarre, ways they use garden sheds).
• Give them a Top 10 List - on how your product can help them do more in less time. Or the top 10 little thought of ways to get more from your investment in __________.
• Create an educational report explaining all the things about your industry, product, or service that no one else is telling them about. (Schlitz beer went from #7 in the market to #1 in 6 months by telling the story of how their bottles are prepared and how their water is filtered - everyone in their industry did it the same - but they were the first to tell the story)
• Compile industry information into an easy to read report - not long ago I wrote a report on the health benefits of using Infrared Saunas. Part of the report sold them on hiring the company who I was writing for to supply the saunas. Each sauna is ~ $5,000 - $10,000. I still get phone calls (a year and a half later) from people who want to order a sauna from that report!
• List 7 ways to save mone, time or hassle when hiring a realtor, mortgage broker, painter, printer, etc.
• Give them 30 creative ways to use your product for customer appreciation gifts
• 10 Ways To prepare your house for resale. 10 Dangers of Hiring a Mortgage Broker. 17 Ways To Avoid an Audit. There is always something you can educate your prospects on - get a pen and paper out and start writing.
• Record your customer testimonials and send out the cd
• Record your presentations or training classes - and make the recording into a product you can use to educate your prospects.

Come up with your own twist to this and GIVE IT AWAY! Educate your prospects on what makes you the best choice. And sell them hard on using you over all other options.

You have to give to get - so start figuring out what your clients want - and give it to them BEFORE you ask for their money.

Comments

[Kevin Dervin]

People are afraid to give away a portion of what they otherwise get paid for. They figure that others will just take what's free and never come back to buy the rest. But that thinking is all wrong.

I'm very clear about the instant I became better at marketing and selling services... It was when I stopped trying. Instead, I stay focused on helping others solve their problems, issues and challenges. A nice little report or information product like you suggest here does exactly that.

And it works better than slick advertising speak everytime!