This week we’re talking about content marketing and how to attract new PAYING clients using free content.
One of the simplest methods to create raving fans that love you is to create and share valuable content on a regular basis.
Content marketing means creating and sharing valuable free content such as blogs, newsletters, podcasts, teleseminars to attract and convert prospects into customers, and customers into repeat buyers.
It’s also known as ‘education based marketing’. You’re educating people so that they know, like, and trust you enough to do business with you.
And, take it from me – it WORKS. This is how I became a ‘Client Magnet’ when I started out selling to corporates 17 years ago. (17 years? That makes me feel old!)
And it’s JUST as relevant today. I’ve built my homebased online empire using the power of free content.
But some people struggle with the idea of giving their content away. Where should you draw the line between free and paid content? Do you run the risk that people won’t buy from you if you give your best information away? Does giving free content devalue what you’re offering? And what do you do if people tell you they LOVE your stuff, but they’re still not buying?
If you’ve ever wondered about this, then this week’s episode of BernadetteTV is for you.
In this episode I cover how you can use your expertise to stand out from the crowd, position yourself as the expert and attract a raving, loyal fan base.
On this week’s new episode of BernadetteTV you’ll discover:
- How to draw the line between ‘free’ and ‘for fee’
- 4 top tips for using free content to attract paying clients
Once you watch today’s show, let’s continue the conversation. I’d love to hear YOUR thoughts about using content marketing to grow your business.
Leave a comment below and let me know what you think.
Having a website, a LinkedIn profile or both are great examples
of free content that put your best foot forward to prospects.
As a copywriter, prospective clients can review my content and
evaluate my writing style to see if I would be the best person to
help them solve their problems. And as Bernadette explained during
the video, what I bring to the table should be a preview of things
to come. No “holes in the cheese” and absolutely no surprises.
Presenting your content like it’s priceless – and giving it away for free –
is the magic formula that gets prospects to know, like and trust you.
Once they trust you, the sales flow naturally. And the more consistently
you provide quality information over time, the longer your customers will be
loyal to you.
Very well done, Bernadette!
Great video, Bernadette!
I’ve had a hard time with this concept, too! I’m about to start doing telesummits and speaking engagements, and I’ve heard it is best to either
(1) give a high-level overview sprinkled with three concrete action steps or
(2) go deep on a few steps of your signature system and high-level on the rest because of time/space.
I love that you mentioned in the video that you can only give away so much information in the time/space allotted because it really does help to narrow down what you can talk about.
Thanks, Bernadette! I’m feeling better already!
That’s great to hear Africa!
As always! Great info Bernadette! Giving the “Next Step” in everything I do changed my business. I am LOVING your new video style – How FUN!!! Much love, much success! ~ debra
Thank you soooooooooo much Debra x
HI Bernadette, thanks for sharing this! I am a big believer in content marketing and started with a blog from scratch in February this year. Now I have more than 100 subscribers. I regularly publish weekly and send out additional free styling tips to my list.
congratulations on your success so far Bettina – keep up the good work 🙂
It caught my attention today Bernadette. I love the approach thanks for sharing your wisdom.
Stay enthused
Paul
Thanks Paul!
Great video. I was struggling with this too, not knowing what to give away for free and what to charge for. I had been told give away what they need to do and charge for the how they need to do it, but it didn’t feel right. Thanks for clarifying.
Glad to have helped Jaelithe – ALWAYS trust your instincts when it comes to marketing. if it doesn’t feel right, don’t do it!
Hi Bernadette, wise words as always! Just wondering, if you give away your best stuff (ie the most useful content for them) – how can you still wow them when they actually do buy? What do you have left to give?
Hi Alsison, you will ALWAYS have more to give – check out my comments at the start of the video about scarcity thinking. A good analogy would be like a cake shop offering samplings of their most delicious pastries – it’s their ‘best stuff’ but it’s not as though they are saying come on in and help yourself to everything that’s on the shelf. Can you see the difference?
Hi B, what I mean is what if you are talking about a particular topic, like interview techniques for example, and over the course of a few blogs about it you’ve pretty much covered everything there is to say about that topic and if they were to pay you for your advice on that you would have nothing more to say? That’s what I meant. With doing a weekly blog blast, that’s 52 a year, times several years, I really am worried I will run out of things to talk about and also that I will have given away all my best stuff!
Well I started my Client Magnets newsletter back in 2002 – and since then have been regularly sharing content via newsletters, teleseminars, webinars and now this video blog and so far I haven’t run out of content and my business has consistently grown. I don’t think you should let fear and scarcity thinking get in the way. Hope that helps!
Great content Bernadette, walking your talk. I am about to start blogging and will be having an online program. Having the go ahead to just let rip and enjoy sharing what I have to offer the world/my niche feels so freeing. It will make my creativity come a lot more easily, so excited.
Thank you again.
Excellent advice Bernadette, I have trouble with the ‘what I want them to do next and inviting them to do it’ bit, perhaps a topic for your next video?
Thank you!
Just watched the Neckar Island work/life balance. That is so well observed Bernadette, and absolute eye-opener. Thank you.
Best explanation of a concept I have long believed it…
Congratulations and I will share this with a new group
I get to work with next week (and suggest they subscribe).
How’s that for further proof this works!
Tom Stoyan
Canada’s Sales Coach