There’s an old saying that it is always better to give than to receive. Nothing could be more true when it comes to marketing yourself online. In a “me first” world, the Go-Givers stand out.
What is a Go-Giver?
According to Marshall Goldsmith:
[A go-giver adds] value to others in a way that helps them significantly while at the same time increasing their own sense of joy which improves their bottom line, both in their business and their personal life.
(If you haven’t read The Go-Giver: A Little Story About a Powerful Business Idea by Bob Burg and John David Mann, this is a must-read!)
So what does any of this have to do with building You, Inc?
As you’ll recall from previous You, Inc. commandments, people buy from people whom they know, like and trust. One way that you can build trust and rapport with your potential clients/customers is to provide them something of value, for free.
Unfortunately, many network marketers mistakenly believe that their business opportunity is that “something of value.”
When I say “something of value,” I mean that it’s something that regardless of whether or not your potential client/customer ever interacts with you again, they would say to themselves:
“Wow, that was some really helpful information. I’m really glad I read/watched that.”
In other words, you have touched that person’s life or business in a positive way regardless of whether or not you hear from them in the future?
There are two kinds of “value” that you can offer to your prospective client/customer. The first is valuable content in the form of articles, videos, podcasts, white papers, etc. that you put on your blog or website.
The second is a valuable free gift in exchange for your prospective client/customer’s contact information. As you’ll recall from Commandment #4, the place in your marketing funnel to introduce your “free offer” is on your opt-in form through Aweber.
By providing something of value, you are giving your potential customer/client a reason to part with their private email address (and possibly phone number or other personal information). You must structure the text of your valuable free gift in a way that it is compelling.
You want to give them an irresistible offer. Put yourself in your visitor’s shoes. Would YOU part with your email address for your offer (as it is worded on your Opt-In form?) If not, then head back to the drawing board until the answer to that question is a resounding “YES!”
One thing that you must keep in mind is this:
“Value in the Eye of the Beholder”
Here’s what I mean…
A $20 bill does not have the same perceived “value” to a millionaire as it does to an individual who has been out of work for a year and struggling to feed his family.
So, it is essential that you consider the needs of your target market when crafting your valuable content and your free offer. Think about the problems that they are having and the solutions that you can provide.
Only after you have provided your potential client/customer with value, should you ask for something in return (i.e, ask them to buy something from you). Another thing to keep in mind is that in the midst of providing tons of value, don’t forget to “ask for the sale.”
Unfortunately, many entrepreneurs are so focused on the “giving value” part of building You, Inc. that they completely forget that they need to be making money (or worse, they are afraid to ask for the sale.) Don’t fall into this trap!
After providing your potential client/customer with value, oftentimes they cannot wait to show their appreciation by purchasing something from you. So, give them an opportunity to express that appreciation!
There is so much more that I could write about on this topic of giving value, but many of you are devouring each of these You, Inc. commandments so quickly, that I’m going to sign off on this one for now…
Not to worry, though, because in my yet-to-be released course, The Beginner’s Guide to Building You, Inc., I will address this topic more in depth and worksheets will be provided to allow you to map out your proposed “free offer” and valuable content to ensure that it is congruent with your target market and that it will seamlessly fit into your marketing funnel.
Stay tuned for Commandment #7: Thou Shalt Not SPAM
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PS. Top Secret News! I’m in the process of creating hands down, the most comprehensive course on discovering, building and monitizing your brand that this industry has ever seen! It’s called “The Beginner’s Guide to Building You, Inc.”