Two Weird But Free Marketing Strategies
TranscrIpt:
Hi! Welcome to this week’s training! I’m Sherri Wilson, owner of Genius Communication, which is basically a place for all things biz. Hiring. Marketing. Social media management. Consulting. Basically, I solve my clients’ problems and make them a lot of money. Today, I wanted to share two marketing strategies that will cost you absolutely nothing but are extremely effective.
#1 give your best stuff away for free
If you feel a flutter of anxiety in your stomach, I understand! I thought the same thing when I first heard it from Gary Vaynerchuck. Let me share with you how I executed this advice.
When I started my business, I joined the Chamber of Commerce right off the bat. Now I had had a previous experience as a Chamber member with a previous business that really didn’t work out well. I felt that I was paying for a membership with no return. I was not actively involved or taking advantage of the full benefits of the Chamber. This time, I insisted on being actively involved, so the director and I came up with monthly lunch and learns where I do some type of training for busy professionals and business owners while they eat some yummy food. It’s been a hit! I also speak from time to time at different Chamber events like their Leadership Clovis program. In 2020, I periodically began to invite my good friend and client, Coach Greg McNeil of Coaches Korner, to conduct some of the lunch and learns with me.
When I first started my lunch and learns, I wanted to give my very best away because I had learned that when I deliver quality content this way, those who attend my events know it. They feel it. And they recognize that I value them and want them to succeed. It sparks goodwill as well as keeps my name top-of-mind. As a result, I’ve gotten most of my clients from my involvement in the Chamber and then referrals. I’ve also had to turn away some clients because I never work with current clients’ competitors. Even though I have to turn them down, they respect and appreciate that work ethic.
Sound great, Sherri! But…what if I’m not a public speaker? And I just don’t have time. And much free stuff is too much? I don’t want to give away my trade secrets!
Public speaking
Have you done one of those DNA test kits? I did over a year ago and was surprised to find that I have a fear of public speaking literally written in my DNA. And I public speak ALL of the time. I’m also an introvert. But I’ve learned body language, persuasion, and public speaking (all that is in my course Persuade Like A Boss) and use the tools and techniques I’ve learned to be an effective public speaker. I still get nervous at times (I train others how to reduce or eliminate that in my course). But I’m also passionate about what I do and love business owners and that helps.
I bring my best to my events. I go all out! I create beautiful slides and handouts. I film a video describing the topic of the next lunch and learn with music, date, and time. I sent out email notices to past attendees. And I pick a variety of topics—stress relief, branding and marketing, building websites, emotional intelligence, time management, etc. And I always, always include some type of activation work. The attendees can do this work on their own or partner up.
Maybe you hate public speaking or don’t necessarily want to jump into that. Then do something more hands-on, which works especially well with products or services that are craft oriented or hands-on use. There are many ways to impart the wonderful knowledge you possess that will help others and spark good will!
I don’t have time
I’m going to be very honest—this excuse irritates me to no end. I’m busy. Some nights I’m working until 11 PM or later. And I also understand that there are seasons when we are especially busy with absolutely no room for anything else. But I still make time for what’s most important to me and that’s my business and my current and pre-clients.
My philosophy is often, just like money, that we don’t need more time; we need to better prioritize our time. Or maybe you’ve accidentally created an environment where you’re doing all of the work. Look for areas both at home and at work where you can delegate. You can ALWAYS carve out time for what is priority to you. If you don’t want to do something, then don’t. Just own up to the fact that it’s a choice. You’re not a slave to the clock. If you are, maybe it’s time to change your life.
How much is too much
This is a great question because you don’t want to give everything away. Here’s the thing. I always have my “trade secrets,” my secret sauce that I don’t share. I have had two instances where I did give one or two of those away. And, guess what! No one took them and stole my business model or my clients. Why? Because I am unique in what I do and even if people might figure out the way I do business, they will never be me. People “buy” me. They buy my expertise and the experience I give them. I also have a lot of technical know-how, which many don’t.
You are what makes your product or service unique. Better is no longer better in today’s market. Different is better. What makes you the purple cow that everyone stops to look at? Those things are what makes you stand out. Utilize them in your marketing and business while giving your best stuff away for free. Hold other things close to your chest and maybe allow someone to peak inside every once in a while. They will recognize that you’re showing them something very costly and special.
“What you sweat is what you get.”
#2 make yourself available
This is another marketing technique that has worked very well for me. I will sit down with anyone even a competitor and share ideas, troubleshoot, and give my best advice away for free. I didn’t always do that with competitors until I decided that I wasn’t going to live with a fear mindset.
Years ago a woman moved to my community. She did very similar things as far as training and consulting with businesses that I did. And I was scared. I also felt territorial. She was invited to speak and help out with the Chamber in similar ways. And she had this amazing professional background. Even the way she dressed made me feel like a slug. I felt that there was no way I could compete with her. But we hit it off at an event and agreed to sit down and visit about business.
As I sat in that coffee shop with her, I really liked her. We had similar values. Similar business struggles. I gave her my best advice and counsel fully knowing that she might use it to her advantage. After that I attended one of her trainings at the Chamber. I will admit. I felt like a spy. I was interested in the topic. But I also wanted to know how many came, how she did, and learn whatever I could.
While I sat there, it hit me. Even though we had similar businesses, we were so different in approach and personality that we weren’t really competitors. How I do business is very authentic, down-to-earth, and inspires trust quickly with my clients. I’m a small town girl who dresses professionally. But I’m not going to wear three-piece lady’s suits. My clients expect these things. I also recognized that my tribe is the side hustler, the small business owner, and the entrepreneur just starting out. She interacted more with larger organizations and corporations.
From that point on, I decided that even if I was putting myself at risk, there was really no reason not to help other business owners with my best stuff. I didn’t need to try to put someone else out of business. I didn’t need to live from a place of fear and lack—a poverty mentality. The people I’m supposed to do business with need my normal, a normal that no one else can give because they’re not me.
Since I’ve started my business, I’ve consistently showed up, consistently given my best, and consistently loved business owners, professionals, and my community always seeking to encourage and empower them to fulfill their dreams. And what a great place to end this podcast. Be consistent. Be faithful. Be loyal. Keep going even when it seems like it’s not working yet.
By the way, Coach Greg has also seen in increase in his business and other opportunity for his one thing dream. Whenever that happens, I’m sure to tell him, “You’re welcome.” :D
