Good Marketers Give First

A perfect exchange

A perfect exchange

The main reason people search online is to look up information, so if your online communications are only about selling or asking for something, you’re missing the boat. (And I bet your heart doesn’t like doing it like that anyway.)

The key to effective marketing and communications whether online or offline is to give your audience something they find valuable first.

Be helpful. Then offer them the option to check out your opportunities. Your heart will be happy and your wallet will be happy.

Be like the appealing flowers that give a little nectar to the birds, and in return, they get a little pollination.

The people who get the most followers online are the ones that are the most helpful. Tried and true.

People tune out old school sales pitches, don’t you? Who needs metrics to prove that?

The take-home lesson (in case you didn’t learn it in kindergarten): Play nice and people will often play nice back. Turns out that works in business too. You know this in your heart already, but we’ve been taught wrong to ignore our hearts when it comes to business.

What Can You Offer?

Here’s a few ideas to get you out of the mindset of asking for something. Instead consider answering questions; providing useful tips, downloads, coupons, gifts, links to valuable information; or spreading their message. Watch what others offer. The possibilities are endless.

In an email campaign I helped with, we got far better click-through rates when we focused on offering free downloads of activities for kids. The freebies were featured in the subject line.

We left the offer near the bottom of the email. The free downloads drew traffic to the website, where visitors were exposed to our key messages, and we got more leads.

Give something of value, in a way that aligns with what comes naturally to you. It will be easier and more effective that way, in the long run. There’s no authentic fast track to earning trust.

What I’m describing is part of what I call the SOULpreneur‘s journey. Do you like the sound of that?

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  • Excellent post and right on target! Every marketing professional I have read — especially the folks in direct marketing — advise that, as you say, “Good Marketers Give First”.

    • Thanks Mark. I value your feedback. Even though this is a repeated theme among marketers, it seems we all keep needing the reminder.