Last week, I had 20 appointments. This was, by no means, normal. But, I was running a promotion: I would give away 30 minutes of my time to help women in a local networking group create directory profiles. I thought it would be a good way to promote my writing services, as I've learned that many small business owners do not know what copywriting is or how it can help their business.
Of the 20 appointments, I've had four requests for work to be done. 20% conversion: not bad.
Here's the thing. EVERYONE said that meeting with me helped. They have told other people, and I will, no doubt, get referrals in the long-run.
All this success got me wondering, though: why is it that I've given away services and products before, and it never turned out so well?
I've come up with a few reasons why this promotion worked, and others didn't. I hope you can benefit from my experience:
1. Value
These days, business owners are giving things away for free because it's trendy. It might be an eBook or eReport that is nothing more than a sales letter. Or, offering a "free consultation" that is always part of the meeting process.
For the "free promo" to work, clients need to know that they'll get something out of the service, that you're not using a sleazy sales technique, and that you are, in fact, giving your time or product away for free. People want to feel like they're getting a deal and value. For example, giving away 10 hours of my time required an investment on my part (my clients got 1/2 hour of my time at no charge). The folks I met with understood what that meant in terms of dollar investment. If you're giving away a product, you might try giving an actual for-profit product away for a limited time or to a limited amount of people. This way, clients will know the actual cost of the promo they got for free.
The other obvious reason for giving something of value is that you want people to see the quality of your product or service. If you give a piece of crap, how likely is it to get a return customer or referral? Not very. Make sure your "free" service or product is the highest quality example of what you do.
2. Urgency
The directory profiles were due on a Friday. I filled up Monday through Friday with four appointments a day. People only had one week to benefit from my help. The sense of immediacy and urgency urged clients to take advantage while they could. They couldn't procrastinate or put off signing up for a spot. If they did, they would miss out. Use a sense of urgency to motivate people to take advantage of your promotion. Here's how:
-Promotions should not be ongoing. Use time or quantity limits.
-Offer a service or product that people will need immediately. For instance, a CPA might offer a free tax deduction workbook at the beginning of April knowing that their clients will be scrambling to get their taxes done by April 15.
-Offer an additional incentive for signing up or taking advantage of your promotion. Perhaps the first 20 customers get an additional 20% off services and products.
For promotions to be effective, they need to have a sense of timing and urgency. When they do, you'll love the results.
3. Actionable
A product and service that doesn't help people in their lives or business is not good. I know I already talked about value, but promotions should help your clients move forward: they should be able to progress because of the information you give them. Your promotion should move them to act.
In my meetings, for instance, I typed and wrote while my clients were talking. We brainstormed and completed their profile. When they left the meeting, they had something that worked to move them forward: a directory profile that spoke to their intended audience. All they had to do was fill in their essential information (name, address, etc.).
A business coach friend of mine, for instance, promises to get you unstuck in 60 minutes. After meeting with her, clients have a to-do list for success. A free eBook might give you five strategies for social networking that you can implement and benefit from immediately. To ensure your promotion works, make sure that clients can use your information right after using it. Make sure your product will help them become more successful. If your promotion helps clients succeed, they'll love it and call you in the future.
The bottom line? Giving something away for free does not guarantee results. You'll harness the true power of free promotions when your product or service has value, a sense of urgency, and an immediate and powerful use.
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