Don't
chase customers. Attract them.
Imagine attracting a steady stream of highly desirable customers
--
without selling!
How? By sharing your professional knowledge and experience
in
articles, blogs, columns,
newsletters, e-books, tip sheets, white papers, case studies -- even
your own published business book
-- all branded with your name (and/or your company's).
For professionals who
hate selling
This is a
powerful twist on consultative selling.
By freely sharing your knowledge with prospects, you:
-
Raise your visibility
-
Enhance your credibility, and
-
Position yourself as a professional and an expert in your field.
(An "author" is, by definition, an
"author-ity." Both words come from the
same Latin root.)
 When you're perceived as an expert, it's
much easier to attract high profile, prestige clients. Plus, these kinds
of clients
understand that they have to pay more to
get the best. After all, you're the
expert.
Instead of
being just another vendor, your prospects see you as a friendly expert, an
ally. By sharing your expertise, there's often a sense of obligation, a feeling they owe
you something because you provided all that help.
Information sells
Imagine you're trying to
choose between products or service providers. You request information. Both
companies send back
brochures, fact sheets and the like. But one includes a fascinating
case study
like this one detailing how a company like yours faced and overcame a
similar problem (with their help).
Or maybe it was an attractive
e-book or fact sheet
filled with specific, valuable advice that answered your
questions, cleared up your confusion and helped you make an informed
buying decision. Or an audio or video package on CD or DVD.
These weren't sales
pitches -- just objective information with a light touch of the sponsor.
Which company would you be more likely to buy from?
Why salespeople love
information marketing
No wonder this low-key, no-hype approach to marketing has been embraced by leaders in
technology,
financial services,
healthcare and many other industries. It's ideal for C-level executives,
professionals, consultants, service providers -- knowledge workers of all types.
It's a powerful lead generation tool that reduces cold calling. Instead of
chasing prospects asking for something (a sale), you're in the
enviable position of giving prospects information they'll
value.
Put yourself in your client's shoes. Would you rather endure yet another
sales pitch -- or receive expert advice, free, no strings attached?
Too busy?
You and your marketing
team are
swamped already, no doubt. You have no time
to research, write, edit and design them.
Or maybe your first attempts sound amateurish or "sales-y."
No problem. I'm here
to help. (Surprise.)
As a former journalist and magazine columnist, this
kind of writing is my specialty. I've authored, co-authored and edited
books, e-books, articles, columns, special reports and many other information
packages. It's no secret that
most business books, including those by big-name CEOs, are actually ghostwritten by
professional writers like me.
Warning: The high
cost of waiting
For a quick start on your personal or company info-marketing program, do what
most high-profile executives do. Hire an experienced professional
wordsmith to provide expert help.
Call or email me today to check my availability, or fill out
this simple form.
Meanwhile, Take a look at a few projects I've done for other clients,
from large global enterprises to regional companies and solo
professionals. |
B2B case study:
How Customer Intelligence Propels
Performance and Loyalty