Tips - The Starting Place, Not the Finish Line
You know that giving away information is crucial when it comes to introducing people to your expertise. You''ve heard it from many sources. Yes, it is important, agreed. And tips are an ideal format for giving that information in bite-size easy-to-digest pieces. No question about that.
However, what about those folks who enthusiastically read every newsletter you send (and even take the time to thank you for it), every article you write, every blog post you share, every post you upload to social media, every no-cost teleclass and webinar you offer -- those folks who lull themselves into thinking they are getting the whole picture from you? What about them?
You know who those people are, the ones who seem to have great difficulty finding their way to their wallet yet happily soak up everything and anything you give them with no cost (of money) attached to it. They think the random tips and information are good enough to keep them moving forward, whether it''s the various pieces of the puzzle in the formats above or even when you create and distribute a four-session audio or video training or give a free chapter from your book or a free ebook on Kindle, which inevitably can still cover only so much of what you know, definitely not all of what you know.
What choices do YOU make as a business owner when you see that happening so much that your financial stability is threatened and your self-esteem is shaken? Do you stop digging when you''re already in a hole, or do you dig deeper and create yet more information to distribute free under the guise of marketing your business?
If you are independently wealthy or have other income sources, you may be completely fine with giving away what you know on a particular topic without being financially compensated. You and those who want what you''re giving are, in fact, the ideal match. Using your content as a marketing tool to generate revenue may not be your motivator at all, so this whole article probably doesn''t even apply to you!
Let''s say, thought, that your business is your livelihood. Creating products that provide you both publicity and recurring revenue matter a lot to you. Yet converting your followers from free to fee hasn''t been happening, or at least not at a level that works for you.
Here are some things to test, to consider, to see what changes in your results.
Narrow the quantity and frequency of your free things.You may currently be doing a weekly ezine. Taking that same article and publishing it in multiple places limits the amount of new free information. That same ezine article can be published in your ezine, on your blog, at an online article directory, and on social media sites rather than offering new information at each and every one of those places.
Create shorter articles and shorten your other product formats. Doing three tips instead of ten gives people a jumping-off point instead of leaving them thinking they got the whole picture. Do a 2-minute video with 3 tips to upload to YouTube instead of a 15-minute video training.
Tell the reader/listener/viewer specifically where to go next to get the complete step-by-step guide for what you teach and why it will benefit them. They just may not know you sell entire programs unless you tell them that they exist, and that those things can be found at a particular link on your website. They might not have explored your site or known exactly where to look next.
Testing one change at a time tells you what works. It becomes a guessing game for you when you change more than one thing at a time. You can say directly and simply in your free information, point blank, that "this is to give you a taste of what''s available. For more in-depth, step-by-step guidance leading you to immediate success from someone who has in-the-trenches experience, you''ll want to have our XYZ Program which you''ll find at [http://www.oursite.com/xyzprogram]"
The people who still have difficulty finding their way to their wallet will probably never be your client anyway. They just won''t. And that''s fine. Just stop feeding them and they will probably go away!
Focus on the ones who do value what you offer enough to pay for it. There are plenty of them out there who want your books, booklets, audios, videos, and are happy to know they can license your content for their purposes. Make it easy for your buyers to find what you offer so they can make it easy for you to stay in business. Tips are the starting point, not the finish line.
"Turn your tips into products and your tips products into moneymakers. ™"
© 2012 Paulette Ensign
Paulette Ensign, Tips Products International Founder, never dreamed of selling a million+ copies of her 16-page tips booklet 110 Ideas for Organizing Your Business Life, much less in four languages and various formats without a penny on advertising. She''s made a handsome living and cross-country move from New York to San Diego recycling those same 3500 words since 1991. With over forty years'' experience worldwide with small businesses, corporations, and professional associations in numerous industries, she and her cat live a mile from the beach, keeping them both young at heart. Learn more at http://www.tipsbooklets.com/ and http://www.associationbooklets.com/