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As promised in the previous post, today I'll tell you how to take the pink spoon concept and use it effectively in your business - because there is a difference between using it and using it well. A good pink spoon (a.k.a. a sample of your brand of brilliance) will do the following:
- Showcase your knowledge and expertise, thereby positioning you as the "go to" gal for results in your field
- Provide valuable information that can have an immediate impact on the recipient BUT
- Limit that valuable information to the "what to do" category, steering clear of the "how to do it" realm
Now let's disect these.
1. Showcasing your knowledge and expertise is not the same as being boastful or egotistical (unless you happen to be an arrogant bugger in general, in which case, I doubt you'd be reading this because I just don't attract such folks!) This is about educating. Everyone knows stuff. But none of us knows everything. If you know stuff that I don't know but could help me solve a problem, then I want to know that cuz I want my problems solved ASAP!
Even if I'm not currently suffering from the kind of problem that you solve, I may be someday. How will I know to call you when that happens unless you've made it clear to me that you are the expert? Don't make me call someone else!
2. Provide valuable information that delivers immediate impact, just like I'm doing here. I'm explaining an important marketing concept, why it is important and the parts that make it work. If you apply what you are learning, it can have an immediate impact on getting new clients and making more money.
3. Confine your free taste to "what to do" and leave out the specifics of "how to do it." The idea is to whet the appetite for more. I know you reeeeeeally want to help people. We all do. But it took you a long time to become the expert that you are. It doesn't help to overwhelm people. Please refrain from unloading everything you know in the first encounter!
Applying the performing arts philosopy of always leave your audience wanting more works well here. That's why they created encores - known in entrepreneur speak as repeat business!
It is possible to over deliver with a well-crafted free taste without overwhelming. Next time I'll talk to you about the different forms you can choose for your free taste and how to know which one is right for your business.
Fun reading Lisa. I especially got a kick out of clicking the link in your newsletter that suggested I would want to do so if I was a "Jedi Marketer"!
I think you're right on the mark with keeping free offers simple. I've seen some overwhelming free tastes. Great content but way too much to get through in a single sitting.
Posted by: Zara Shea | November 11, 2010 at 05:07 PM
Zara, You are most definitely a "Jedi Marketer"!
I'm with you on the 'single sitting' yardstick. Because you know what happens when I encounter a "free tastes" that is more like a home study course? Usually NOTHING!
If I can't get through it in 15 minutes it gets shelved for "later" and I've found that "later" rarely comes.
A short, sweet powerful wallop is the way to go!
Posted by: Lisa | November 12, 2010 at 06:15 AM