Don't chase customers. Attract them.

Imagine attracting a steady stream of targeted, pre-qualified customers -- without selling.

How? By sharing your professional knowledge and advice in articles, blogs, columns, newsletters, e-books, tip sheets, white papers, case studies -- even your own published business book -- all branded with your name.

Do you hate selling?

By freely sharing 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.)

You don't give away all your secrets, of course. But the more "insider info" you share in articles, blogs, speeches, your website and marcom materials, the more respect you get. You clearly differentiate yourself from the pack.

Another benefit: The best clients like to do business with other recognized leaders. They understand that you have to pay top dollar to get the best. Suddenly, you can raise your fees without encountering price resistance.

You're no longer just another vendor. You're the expert. Prospects feel a sense of obligation, a feeling they owe you something because you provided all that help. (It's called the Law of Reciprocity.)

Why 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 info-marketing materials

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.

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.

Upgrade your credibility and perceived value

For a quick start on your personal or company information marketing campaign, do what high-profile executives do. Hire an experienced professional wordsmith to provide expert help. Call or email me today to check my schedule and availability.

Below are projects I've done for other clients, from solo professionals to SMB service providers.

 
Tom McKay
Maine Creative Services
207-210-8662  email Tom (at) MaineCreative (dot) com

Home  |  Services  |  Clients  |  Portfolio  |  Free Advice  |  About  |  Contact  |  Privacy Policy