What if, instead of charging for your valuable knowledge, you gave it away for free? At first glimpse this seems like a crazy concept but let me show you how it can work.
With a world full of websites that are all about how good you are and what you do, the information tends to blend into the background. The sites that are visited more often are the ones that have useful, helpful content. These sites are shared more often too.
It may seem counterintuitive to put your intellectual property on display, but it actually builds your credibility and positions you as an expert. Will you lose a prospect that wants to simply learn from your expertise and do it themselves? Hopefully!
Wouldn’t you prefer to attract the customers who appreciate your value and want you, the expert, to implement the service or strategy for them? These are the higher value clients that will build your business. The ones who want to do it themselves have low budgets, if any, and will not be valuing your contribution.
At the end of the day, it is not the knowledge that is valuable, it is the smooth implementation of that knowledge. So share your knowledge, make your site more about value and less about you.
Two weeks ago I had a look at my own website and realised I was talking about Sonic Sight and our experience and what we could do. I changed the home page to talk about what mistakes to avoid when making videos. I included a video that talks about the 5 mistakes when making a video. Hopefully it is helpful for the visitors to my website. It actually helps me too because it educates them on where the process can go off the rails.
Since posting that video I’ve noticed an increase in quality enquiries which have been easier to convert to new business. Just sayin’ …
In a previous post I talked about how Melissa Maker – Clean My Space created a whole new side to her business by sharing quality and useful cleaning tips on her YouTube channel. It’s a showcase example of how sharing your expertise can build your business.
Geoff Anderson is the owner of Sonic Sight, a video production facility in Sydney.He is an author, presenter and a video producer.
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