-This One Marketing Idea Actually Does Not Suck-
By no coincidence, sharing with you this one marketing idea that does not suck, is a case in point. Stay with me and it will make powerful sense quickly. Here is the one idea I’ll share to get you more customers, clients, or patients. Whatever you call them. Keep in mind that the idea transcends industries. Doctors, entrepreneurs, CEOs, COOs, marketers, branders, digital experts, and salespeople everywhere can use this one idea. There are costs associated with the idea. The cost is solely based on how you package the idea and what paid venues you choose to broadcast it.
Ready for the idea? Okay, people love getting things for free and without the pressure of expectations of reciprocity. “Duh, I knew that,” or “So what,” are the usual responses to this idea. This is why it is great. Few people do it right and do it consistently right. Deploy this idea as an overarching marketing strategy. Connect the messaging of the goodwill into several forums to expand awareness of your generosity with your target audience. Be cautious of those who claim it is a waste of time and money or that only “freeloaders” who never turn into paying clients will care. This idea is founded in human psychology and when done consistently over time it profits greatly.
Share with them. Give to them. Help them freely. Establish a connection with them. Be the expert for them. Over time, they will be your loyal referral source and best customers. If you think about it, there is a parallel between this marketing idea and the concept of, treating others as you would want to be treated.
Share some of your product through samples or maybe give the whole thing. Give some of your services to those in need. Provide key knowledge to help people. This strengthens your brand image. You can deploy this idea to brand individually, brand a company image, or both by helping others without expectations of receiving. Feel free to quote me on this next principal. In business, the statement “give without expectations” should be translated as, spend money and time to give/share your knowledge and or some of your products or services just to help people with the intent of gaining referrals and paid customers too. Yes, I said it is okay to do this calculating/hoping for a profitable return. That is business after all. “You got to give to get,” is an old expression that is still accurate. Reciprocity is an ancient psychological tactic that is as meaningful today as ever. The essence of this idea stems from reciprocity. It goes much further though. It instills confidence and trust as it is a kind of automatic validation of your reputation and performance. By sharing what you know or giving away some of your products and services, you actually attract your market to you and build their confidence in you as the right solution.
Many people are afraid to “give away” trade secrets or expertise for free, but that is not what we are talking about. This is about consistently giving away your products (IE samples) or services (partially or full). You can do this for marketing promotions, special occasions, open houses, seminars, trade shows, gorilla marketing, or especially in OOH marketing (Out Of Home Marketing). The same applies to putting content regularly out into the marketplace with relevancy and of enough value that prospects will automatically think of you when they have a need. Making this idea a part of your digital presence strategy is extremely effective. More exposure to targeted buyers is the point. It seems paradoxical that the more you give away, the more people are willing to pay for your offerings, and the more referrals you get, but it’s true. The key is that you must be consistent with deploying this strategy. Then you can build people’s confidence that you and your organization are the “go-to.”
