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Why giving information away now leads to sales later

We are living in the information age. The rise of the Internet as the media of the future (and present) has spawned an entire universe of free information on everything from the history of Bulgaria to the efficiency of hybrid cars to what kind of music your niece listens to.

Free information in the form of educational messages can make for good marketing. Why? Because by distributing educational information about your industry, you can increase credibility with your clients/customers by proving yourself to be an expert in your field. Just as importantly, if you are providing information and your competitors are not, it casts doubt on their expertise while bolstering yours.

What type of information you should provide is determined largely by what your business is. There are some general subjects to cover, though, in addition to your specific industry’s current events and technical information.

1. Tell your prospects what they can expect from you. Tell them, “If you have problem X, I have solution Y. This is how solution Y works…” Additionally, explain in detail what services you offer. It’s important not to take it for granted that your clientele know how a specific procedure works, or even that it exists.
2. Fill them in on your background. By providing biographical information about your education, training, experience, etc. you can raise the level of comfort your prospects have with you as a professional.
3. Provide testimonials. We can’t stress this enough. For more information on how to obtain and use testimonials, click here.
4. If you have the opportunity to write an article or if you’ve done an interview that has appeared in print, pass this on. Again, this positions you as an expert in your field.
5. Don’t hide your costs. You may not be able to quote fees without getting into the details of an individual job, but you can at least ballpark it. Even if the price is a little higher than the prospect would have suspected, they will feel more comfortable knowing than not. This can help them overcome any fear or concerns they may have about “hidden costs” popping up later.

Delivery of this free information can be accomplished in a number of ways. We recommend putting the info in writing. Not only can it be stated very clearly, it can also guard against the tendency of people to forget things by providing a physical copy to reference later. Some delivery methods are:

• Website
• Mail
• E-mail
• Presenting information at a seminar or workshop
• Including information in a newspaper or magazine column
• Including an insert in a local newspaper
• A company newsletter for your clients

By positioning yourself as an expert in your field, you should be able to increase revenue through repeat business and increased referrals. Best of all, giving out this kind of information involves far less investment than running an expensive TV or radio commercial, or taking out a full-page ad in the local phone book.