When to Give it Away

What’s on the iPod: Life by The Avett Brothers


In 6 days, it will be gone. 8 Steps to Conference Marketing Success self-study course: Broken out into easy-to-follow sections, the course shows you every step in the process of marketing at conferences. You’ll learn how to choose a conference, when and what to communicate with potential clients, and how to turn that dialog into sales. Click here for more info.

What a day yesterday turned out to be. It started with a client meeting at his office, which went quite well. Before I left, a note came in on another project about some writing revisions, so I set time aside when I returned to call and get some writing done on that project. Meantime, I started another project that I’ll finish (I hope) the draft of today. And somewhere around 6 last night, a favorite editor sent an article project. Marketing was reduced to one query, but one is better than none.

I was cruising the web during my breaks. I found some interesting ideas about marketing and “giving away” one’s work — interesting in that “We’ll give you exposure” way, which is utter garbage for any writer, beginner or otherwise. But I’m taking the idea a little further and suggesting this: giving away one’s work on purpose and with intention.

See, I think there’s nothing wrong with giving would-be customers information they can use now that will help them for free. Should you? To some extent, yes.

If I didn’t think so, you wouldn’t be reading this blog.

The info I have here is from both my writing and editing experience and from those lessons I’ve learned from other writers and business people. I share it with you so it will help you be a better business person. You come back because…. well, you tell me. I think you come back because I tell you useful stuff and I share part of my personality, as well. Maybe you come because you like pointing and laughing, or maybe you’re bored and this is an easy URL to type.

Whatever the reason, you’re here and the content is free.

Funny how giving something away can often lead to more sales. You wouldn’t think so, but those of you who have found value here have also bought my  Marketing 365 ebook (listed on the right sidebar, if you’re interested). Thank you for that. While it’s not necessarily my goal to sell you all on something, it’s nice that my sharing has led to some sales. Maybe my sharing has made it easier for some of you to hit the “buy” button? Don’t know. Again, you tell me.

The same goes for you and your potential customers. What are you giving them for free that could turn into sales later? Here are some ideas that can help elevate your name recognition:

eBooks. I like giving you guys an ebook for signing up for my newsletter. It’s a nice thank-you gift. And it’s a good one because it’s advice from some of the best writers I know. You can do something similar for your clients: why not send them an ebook showing them the 5 essential sales letter/white paper/newsletter writing tips? While you’re helping them, you’re also creating an image of someone who’s a bit of an expert in writing.

Tip sheet. Take that ebook idea and turn it into a monthly tip sheet. “How to hire a freelancer” or “What makes your content stand out from the competition” are things any client will read. Make it short and punchy, and relevant. Send it via snail mail, email, or enewsletter. Or link to it on your website and tweet the bejeezuz out of it.

Videos. I’m camera shy, but you may not be. Give your potential clients a short video explaining a common problem with business communication or a primer on grammar. Be friendly, and be sure of what you say. If you’re not coming across as well as you’d hoped, skip it. But if you’re born to be in front of a camera, go for it.

Links to something useful to them–that you wrote. I’ve had a few conversations with people in which they’re talking about something that I’ve written about in detail. I tell them “You know, I covered this not long ago. Let me send you the link.” Mind you, don’t go entering every conversation thinking it’s a chance to pass around your links, but don’t hesitate to send one to someone who may need it. I posted one link in a forum because it helped answer the question being asked. If you can do the same, why not?

Fun stuff. It doesn’t have to be all about business. Why not share something relevant? I’ve seen writers share Harlan Ellison’s now infamous rant, Michael Monteiro’s “F*ck you, pay me” speech, or something hysterical from ClientsfromHell. If you think your LinkedIn group filled with potential clients or your Twitter followers will love a good laugh, share it. Just keep it tasteful. Even though we writers enjoy a good cussing session, it may not go over with your clients.