giving away "best" content first -- observations from practice
Hey everyone,
if you're giving away free content (ebooks, blog-posts, teleseminars), you may find this useful (learn from my painful experience....)
here are a couple of observations regarding "giving away the best stuff up-front" from my teleseminars:
1) the very first thing has to be an actionable item -- the sad fact is that most people know that they need to understand WHY something works (otherwise it's just blindly applying tactics and hoping it works) -- but they still want the tactics first.
Every single time I first explain/ask my interview partner to explain WHY and only then the tactic, viewers drop off rapidly.
So: impress them with a tactic you can apply straight away first, THEN explain why it works -- even if they don't really understand the tactic without the WHY.
example from practice: in my seminars (I teach sales to newspaper sales-reps) they *ALWAYS* ask for new tactics how to handle objections.
If I only give them the tactics, then they'll use them to get an appointment and invariably 10 mins before the appointment they get a call "oh, sorry, something has come up".
So: I now show them how to handle objections, then show them how to structure a sales-presentation that they preempt all those objections and never need to do any objection handling... And everybody is happy because they were "impressed" right at the start.
2) always give them the best stuff that's best *from their perspective*. It doesn't matter how cool and effective what you've got -- if it's not what they're looking for right now, then it won't appear cool and effective to them.
Example: I know from practice that most business owners make a HUGE mistake when they're competing on price (i.e. using a discount model) without understanding how the discount business model really works. And I can show them how to fix that on the spot.
However: nobody has on their mind "I guess I'm using a discount business model but I don't really understand how Walmart etc are doing it. Let me find out how".
Really what they're looking for is things like "get clients", "increase revenue"...
So: look for the keywords that are the symptoms of doing what they're doing (or not doing) (you have the solution to what they're doing or not doing) and then hit them with the solutions to those symptoms ... and once they go "ahh....", only then hit them with the underlying cause.
hope this is useful
Veit
if you're giving away free content (ebooks, blog-posts, teleseminars), you may find this useful (learn from my painful experience....)
here are a couple of observations regarding "giving away the best stuff up-front" from my teleseminars:
1) the very first thing has to be an actionable item -- the sad fact is that most people know that they need to understand WHY something works (otherwise it's just blindly applying tactics and hoping it works) -- but they still want the tactics first.
Every single time I first explain/ask my interview partner to explain WHY and only then the tactic, viewers drop off rapidly.
So: impress them with a tactic you can apply straight away first, THEN explain why it works -- even if they don't really understand the tactic without the WHY.
example from practice: in my seminars (I teach sales to newspaper sales-reps) they *ALWAYS* ask for new tactics how to handle objections.
If I only give them the tactics, then they'll use them to get an appointment and invariably 10 mins before the appointment they get a call "oh, sorry, something has come up".
So: I now show them how to handle objections, then show them how to structure a sales-presentation that they preempt all those objections and never need to do any objection handling... And everybody is happy because they were "impressed" right at the start.
2) always give them the best stuff that's best *from their perspective*. It doesn't matter how cool and effective what you've got -- if it's not what they're looking for right now, then it won't appear cool and effective to them.
Example: I know from practice that most business owners make a HUGE mistake when they're competing on price (i.e. using a discount model) without understanding how the discount business model really works. And I can show them how to fix that on the spot.
However: nobody has on their mind "I guess I'm using a discount business model but I don't really understand how Walmart etc are doing it. Let me find out how".
Really what they're looking for is things like "get clients", "increase revenue"...
So: look for the keywords that are the symptoms of doing what they're doing (or not doing) (you have the solution to what they're doing or not doing) and then hit them with the solutions to those symptoms ... and once they go "ahh....", only then hit them with the underlying cause.
hope this is useful
Veit