The sixth rule of attraction is “Give information away without selling.” I found this article on ABC TV’s web site which I think takes the spirit of giving just a bit too far!
‘Free pig with every property sold’
A housing developer in Britain is offering a live pig as a pet to anyone who purchases a property from him.
A spokeswoman says the unusual offer from developer Jeremy Paxton has already attracted two buyers to the Lower Mill estate in Gloucestershire, south-western England.
The rare Gloucester old spot pig will be fully house-trained before it is delivered to its new family.
Those who do not fancy getting trotter marks on their carpets can opt to have their pig kept on a farm and turned into pork chops or rashers of bacon.
“It will make a change from having a Labrador,” the spokeswoman said.
Let’s face it, giving something away can be a good way to motivate prospects to try our solution. But it is important that our premium is relevant, valuable and in good taste. The above example surely fails this test.
We need to create a marketing contact system which includes a premium that allows our customers and prospects to easily understand how we might meet their needs. Not every prospect is ready to buy when they receive our material. This is why it is important for us to have a system that ensures we will continue to influence the prospect in the future. I don’t mean bug them but rather create interest, give them something valuable, get them on our list, and stay in touch.
It also helps the selling process to flow in a smoother and more effective fashion. Marketing systems give our sales people the tools they need to capture our company’s passion and expertise. These tools can include audio tapes, videos, CDs, reports, white papers, etc. With powerful sales tools, even the weakest link in your sales staff can be far more productive. In short, a systemized approach helps us to move our clients through the “Marketing Cycle.”
This is where we can develop the interest of our customers by acknowledging their problems, empathizing with them, asking questions that bear on their need, and suggesting some action that reverses their risk. Forms of communication can vary from brochures, web sites, mailers, email notices, faxes, print ads, radio, outdoor ads, and others.
Step 2: Give Something Away
This is where we offer a sample or valuable information to the customer that will help them to experience the product benefits or learn about how they can solve their problems on their own. It also opens their minds to possible solutions that they themselves haven’t thought of before.
Step 3: Get Them on Your List
This gives us the ability to maintain contact with the prospect on a continuing basis. In this way we can build rapport as well as educate the customer. In order to effectively launch an information-based marketing program, we must craft a NO cost, NO risk, HIGH benefit offer that provides prospects with an incentive to sign-up with you.
Step 4: Stay In Touch
In this step we must plan to consistently stay in touch with our prospect base. This involves providing information to our prospects on a regular basis. This could be monthly, weekly or even daily. The information must NOT be sales oriented. It must offer very clear benefits that are customized specifically for the target audience.
Following the “Marketing Cycle” gives you the ability to automate a system whereby the moment someone even EXPRESSES mild interest in your product or service, they receive information that instead of being aimed at selling them is designed to leverage their curiosity? Then, based on their area of interest they get more information and perhaps free samples? And all of this is done taking THEIR interest at heart.
That’s better than a pig in a poke anyday!