Moving the free line
March 17, 2008
Have you ever received 30 days free service for something or other? Did it make you more comfortable to know that you could try it out before being asked to pay? Giving away something of value to your customers is a great way to build trust and move them closer to a sale. When you do this it’s called “moving the free line.” This valuable free content lets them know that you can deliver on what you say when it comes time for them to write check for your main service.
The psychology behind “moving the free line” triggers several powerful reactions deep inside your prospects brain:
1) Reciprocity- When people receive value, they feel obligated offer some sort of return. You delivering answers to their questions will in turn make them feel obligated to buy from you when the time comes.
2) Social Proof- Your prospects are going to see all of the other people that you have helped and feel comfortable that their collective wisdom assures them a level of safety when working with you.
3) Repetition- People become comfortable in patterns. When they develop a pattern of depending on you for knowledge and you consistently deliver; then you become their preferred choice.
4) Scarcity- If you are giving away lots of great free content and your customer base grows because of it, then there becomes are scarcity of your time and people desperately want what they can’t have.
Moving the free line is a powerful way to grow your client list and work them into a frenzy because you are reaching their deep seeded psychological triggers in ways your competitors can’t even imagine.
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Content is King
March 12, 2008
The American appetite for digital content online is unending. People are spending more and more time online getting the information they want when they want it. The search engines are also hungry for quality content and push it to the top of natural search. Luckily for you, we now live in an age where everyone has easy access to online media outlets. You can turn your expertise into the quality content that people are searching out.
What medium should you use?
Video is the most powerful, but audio podcasts can be compelling and quite easy to produce. Whatever you do, make it interactive and valuable to your audience. Think about the common questions that you receive and make that the beginning point of your production.
Don’t let your PR firm script every last word.
There is a tendency for medium to large companies to run everything through their PR firm. PR firms are great for getting you in the media, but they will drain the life right out of your message until it is just more bland corporate double speak. Don’t be afraid to add some personality to what you do. People connect to people. They don’t connect to faceless organizations. If your content becomes so filtered that it loses all value to your audience, then there is no point in pursuing a digital media strategy.
The age of the expert
The digital age offers a wealth of opportunities for you to connect to your target market and position yourself as the leading expert in your field. And it all starts with quality content that adds to the conversation happening in the marketplace.
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