1. Value Marketing Still WorksAs you may know, I run two weekly podcasts, the Get Yourself Optimized and Marketing Speak. I’m a huge advocate for podcasting. Not only do I get to have a little fun, but I’m constantly learning and exploring my interests, while also sharing that knowledge with my audience. But podcasting is a lot of work, and it’s not for everyone. Another tactic is to let the information you give away lead into your paid sessions. Taki Moore is a master at this. He regularly publishes, off-the-cuff YouTube videos where he discusses a problem that he worked through with a client. Not only do these videos provide excellent value to people with similar issues, but they also show his role in the improvement process without seeming like he’s bragging. And, they only take him 5 minutes to make! One thing to remember when giving away knowledge is that you should always be making a case for your paid services. What you should not hesitate to give away:
- Whitepapers or eBooks with evergreen content that you can continue to use over a long period of time.
- Tips with a very low entry barrier that require a very minimal amount of time: these are the “hacks” type of content. They are great because they show your value immediately; these are the party tricks of your trade, essentially.
- Information that gives insight into your personal brand and your personal value.