Right now, at this very minute, there is an ideal prospect perusing the Internet, intently looking for the answer to a question that you could answer in 30 seconds flat. If you were able to connect with that individual and chat with them about their needs and their goals, it’s quite likely that at some point in the conversation they would inquire about the products and services you offer, which would provide you with an opportunity to make a sale.
So how do you go about connecting with that individual? But, you don’t want to find just one or two. How can you consistently connect with your ideal clients in droves?
One easy way is to develop a simple information product that solves a specific problem that they are currently struggling with. You can then offer the product as a free (or low cost) solution and make it available to them on your website.
This info product can come in many shapes and sizes. For example you might create:
- A checklist – Walk them step-by-step from problem to solution. (You can see an example of this in the toolkit we offer: “5 Simple Steps to More Clients, More Visibility and More Freedom”.)
- A special report – Choose ONE specific topic. Highlight the pain and present the solution (typically this will be a short document, about 5-10 pages.)
- An eBook – The same as a special report but can be much longer and include worksheets and other tools. (A good example of this is our eBook “7 Steps to Growing Your Business By Getting Out Of Your Own Way”.
- A white paper – The product would still be focused on one topic, but would cater to more of a corporate audience, including statistics, research, etc.
- A video – The video could be of you talking to your audience, your voice over PowerPoint slides or video you create with pictures and music.
Why this type of content marketing works
Think of the last time you went out for ice cream. What did you do when you walked into the shop? You looked at all the flavors in front of you and likely focused in on a few that you wanted to taste. After sampling a few selections you decided to place your order based on which flavor you liked best.
When you were sampling, did you feel like you were being marketed to? Of course not! Why? Because not only did tasting the various flavors help you make your decision, sampling is part of the fun of going out for ice cream!
The same is true for your business! Your prospective clients need to get a feel for what it’s like to work with you and what you know about your area of expertise. It helps them determine which “flavor” or business best suits their needs and ultimately will lead them to buy from you. Be generous in sharing your wares!
How to get started
Decide on your topic – Review your ideal client profile and select ONE topic to focus your info product on. (HINT: Focus on the question you are asked most often about your product or service). Yes, you have a thousand tips to share, but you don’t want to overwhelm your reader or yourself. Remember, this is just a sample of your expertise.
Develop your content – Keep your content S-I-M-P-L-E and easy to follow. Avoid using industry jargon that the reader may not understand. Use statistics and numbers where appropriate. Include images and strive to tell a story. By all means, show your personality!
Design your product – Design a cover for the product that matches your brand. Only use ONE font and not more than three complementary colors in your text. You don’t want to distract the reader with too many fonts or colors. Make it easy for them to read and digest what you have prepared.
Setup the product for delivery – Create an opt-in so that you can gather your prospects’ name and email address in exchange for your product. (See how we have done this on our site.) You can use a service like aWeber or Constant Contact for this.
Create a follow-up email series – Create a series of automated messages that encourages your reader to consume the content and allows you to find out more about them. Keep the tone light, friendly and conversational. Ask questions to encourage them to tell you more about themselves. Include a call to action for the next step you want them to take.
While your competitors are hoping and praying “someone” finds their site online, your business can get ahead by providing an information product that builds credibility and generates leads. Offering a sample of your expertise will build trust with prospective customers and set you apart from other business.
This is awesome! Just the info I need right now to get me pushing to attract more clients. Thank you.
I think as content creator I tend to get focused on getting clients that I don’t vary my means of doing so. Lesson learned.