Client magnet expert, Bernadette Doyle, shares how you can create a free, high value giveaway that will help you attract more potential clients who are willing to sign-up for your list or your e-zine.
Do you know about 'ethical bribes'? An 'ethical bribe' is a freebie, something you giveaway in exchange for a person's contact details and permission to contact them. So why do you need an 'ethical bribe'? Because just as you don't propose marriage on a first date, most business relationships need to start slowly and have the trust build up between you.
When you have permission to contact prospects you can send a mixture of valuable information plus sales offers to build up their trust and make sure that when they are ready to act, they buy from you. While traditional sales techniques focus on 'closing the sale', sometimes at the expense of the relationship, with this model, you give before you get. Your prospects get to 'sample' you at low cost and risk. But it also gives you a chance to showcase your expertise too. When you share great content, people can't help but think 'if the content they give away is this good, how good is the stuff that they charge for?'
So what makes a good 'ethical bribe' and how do you go about creating it? First of all, you want something that has a high perceived value to the user but is low cost to distribute, that's why information makes a great ethical bribe. You should give it a value too. For example, if you're offering a free e-book that you could sell for £27, then say so.
Next you need to think about what content to include. You want to find the balance between sharing information that is valuable, and giving away all your information. A great tip is to make sure that your ethical bribe addresses the number one question, problem or issue that faces your typical prospect, and make sure that is summed up in your title. Eg '7 Days to the Career of Your Dreams', 'How to Lose Weight Without Dieting'.
Tell them what to do, but you don't necessarily need to spell out HOW to do it (your paid product or service should do that). But make sure that you are sharing great content that isn't easily available elsewhere. You want your prospect to feel that they have received value from what you provided, even though it was free.
Next you'll need to decide what format to present your ethical bribe. Choose a format that suits both your target audience and suits you. No point in giving away a free ebook if you're targeting an audience that isn't online. Similarly, if you love talking, but hate writing, it might make more sense for you to record and give away audio material rather than write an e-book or free report. Here are some examples of formats I've used to get you started: e-book, e-course, teleseminar, quiz or assessment, CD, videos.
Finally you need to 'sell' your ethical bribe. Just sticking the word FREE in front of something doesn't in itself make it desirable! Even though it's FREE, you still have to let people know that it exists, and why it's worth the trouble of claiming.
Tell them what important benefits they will gain from reading/using your 'ethical bribe', and why they should claim it.
You'll be surprised at the difference an ethical bribe can make for starting relationships, building trust and goodwill, demonstrating your expertise and ultimately attracting more clients. So don't delay, make sure you get started on your ethical bribe today.
Bernadette Doyle publishes her weekly Client Magnets newsletter for trainers, coaches, consultants, complementary therapists and solo professionals. If you want to get clients calling you instead of you calling them, then get your free tips now at
https://www.clientmagnets.com
(c) Bernadette Doyle, 2008.
