The
goal of marketing is to make your prospect comfortable enough to say yes
to working with you. But while one prospect may need a fancy brochure,
another may not be comfortable unless he meets with you. Underneath it
all, your prospects just want to trust you
.
Use tips to gain that trust. Don't be stingy. Show them you know what
you're talking about. Go ahead and give them a freebie. And don't worry
that once they have this information in hand, they won't need you. It
doesn't work that way. Information is abundant....it's help that we need.
How To Use Tip Sheets
1. Tip Sheet Press Release. Editors are on the lookout
for information that will be useful to their readers. And like everyone
else, they're looking to save time. Turn your press release into a tip
sheet and they'll reprint directly from it, often with a blurb about
you. Follow this format and chances are, you'll get some publicity.
And you'll look like the expert
2. Tip Sheet Promotional Newsletter. Promotional newsletters
are perfect vehicles for tips. However, most newsletters give nothing
but news about a company, its products and services. Not that there's
anything wrong with that, but fluff is less interesting to your prospects
than practical ideas and solutions to their problems. A balance of the
two can satisfy everyone's needs. So turn your newsletter into a tip
sheet and your clients won't be able to throw it away.
3. Tip Sheet Brochure. Besides using this newsletter
as a press release, I also use it as my brochure. It clearly conveys
my perspective, as well as a sampling of the kinds of marketing recommendations
I make. By reading it, my prospects can usually tell if they want to
work with me. The only thing missing that a brochure might have are
the details of how I work, such as fees and specific services offered,
which can easily be taken care of either on the phone and in a personal
letter.
|