Content Rich Materials Add Value AND Revenue to your business

 Add Value & Add Revenue

I want you to keep one thing in mind. Content rich materials. Obviously not all of your followup material is going to be centered in valuable information. Sometimes you just need to inform your prospects you have a sale coming up or that the offer you presented before is going to expire. However, a good portion of your follow-up materials should be valuable to your customers.

Let me clarify what I mean by valuable. Value does not include discounting your prices or offering free bonuses. Those tactics certainly work. But any company can do that. The value I am talking about is any knowledge you
impart to your prospect that they will appreciate.

Let me give you a few examples. If you run a sporting goods store, you might choose to send an email letting your customers know the dates for the upcoming X-games. You’re following up with your prospect. But in this case, there is no sale. (At least not an apparent one. You are always selling.)

What if you are a mortgage company?
Rather than start tooting the “we have the lowest rates” horn, perhaps you could send a report that explains the
differences between adjustable and fixed rates. Think of all the individuals who have recently lost their homes because they got loans they were unable
to pay. What if you were the one company that took the time to educate your prospects? It would certainly set you apart.

Quick word of warning: valuable follow-up messages should be interesting or informative. Determine beforehand what information your prospects could benefit from and send that.

Adding value assists you in creating more customers in three ways:

1) You’re keeping your name in front of the prospect. Converting your funnel can only
be done if you are following up. (Didn’t I tell you the building blocks and “secret”
needed to be implemented together?)

2) Your prospect will think of your consideration the next time they buy products like
yours and a sense of obligation will encourage them to visit your store.

3) You’re building trust. The strong relationship you build with your prospects will
carry on once they are your customers.

The value technique allows you to give your prospect something without
adding the fear of the “hard sell.” Get them used to reading your emails or
direct mail pieces without attaching it to the reflexive “No!” Because in this
case, there is nothing to say no to. Let them grow comfortable with the information
you’re “handing out,” and then drive them to the sell later.

Your first step is simply to become the welcomed guest. Think of that guy you invite to all your
parties because he always has such interesting stories to share. This could be you--the person
everyone wants to be around. Because you have so much to offer.

Creating valuable content doesn’t have to be complicated either. You know more about your product than anybody else. Share what you know. Throw in those fun facts, and interesting stories, and you’ll quickly build a fan club. There is a world of possibilities when it comes to sending valuable follow-up marketing materials. Such as:

• Free Reports
• Free Whitepapers
• Downloads
• Emails with tips, tricks, and stories
• Links to news articles
• Newsletters
• And just about anything else!

With valuable content, you have your foot in the door. You’re coming in as the welcomed guest, rather than the unwanted pest. Now, let’s do what you’re really there to do…build the relationship and make the sale!

 © 2008 By Clate Mask

Posted in: Chapter 5- Convert Your Funnel