Turn your competitors best offer into your free offer.
May 7, 2008
Chances are that you aren’t alone in your market. You have competitors. You want to be the leading authority in your market and Expertisement is a powerful way of doing just that. But if you want to dominate your competition and amass market share, you need to turn your competitors best offer into your free offer.
Take their unique selling points, the thing that gives them an advantage in the market, and turn into something that you give away in exchange for prospects contact information. The effects of this are extremely powerful. You take their cash cow and turn it into your sacrificial pig. The perceived value of their offering is going to plummet, while your stock as an expert is going to climb. Deliver a direct benefit through education and interlaced into the content is going to be the education about your product and why its the “must have solution” to their needs. Make the give away a lead-in to your offering and funnel customers into your sales channel. This is called the “give away gateway.”
With your database of their prospects you can start taking their business and create more demand for your services. It’s not unlikely that you will be able to raise your prices and expand into new markets.
Google has done this fantastically well from a service model. They provide numerous free services in the areas of: analytics, landing page optimization, RSS readers, widgets and web developer tools.
All of these service are a lead in to their main revenue generator Adwords.
What can you give away that your competitors charge for? How will it lead into your offering and position you as the go to source?
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