As I started writing this blog, the song “Give It Away” by Red Hot Chili Peppers, or at least the chorus, rung through my ears.
Yes, I’m a millennial, but I prefer xennial.
In any case, it’s very fitting for marketing. If you aren’t familiar with the song or don’t remember the lyrics, it starts out “What I’ve got you’ve got to give it to your mama, what I’ve got you’ve got to give it to your papa, what I’ve got you’ve got to give it to your daughter”. You’ve got a great product or service, well worth what you charge for it. I have a feeling, like many other business owners, you struggle with the idea of discounts or even giving something way. It takes away from your profit and maybe you even feel it cheapens it.
This couldn’t be farther from the truth.
When I worked as an intern for a radio station, I learned how much people loved freebies. Some didn’t even care what it was only that you were willing to give it to them for free. This didn’t cheapen our message or make the client we were representing look cheap, it made us say “we know we have a great product and we’re willing to share X with you to help you see it, too.” And, at the very least, they were a walking billboard.
Let’s be real - most people are skeptical. There’s a good probability that your core audience is as well. By offering something for free, you’re beginning to build a bridge of trust and expertise. A great example is from my days as a Pampered Chef consultant. Our products came with a hefty price tag, but by allowing people to use them at a home party and show them how they worked, they were able to see the value. I would also give away mini cookbooks, paring knives, and orange peelers as a thank you for just stopping by my booth at a vendor fair. I had to build trust in the products before they would even consider a purchase. I had to be willing to put myself out there and risk my own products (sometimes my personal ones) to help them see how they make cooking easier and enjoyable.
I’m not asking you to give them the whole kit & kaboodle. Give them something that allows them to experience the quality of your product. Give them something that shows them your expertise in what you.
Start with what gives them the best representation of what you have. What is one part of your service that you can offer without giving it all away? Offer samples or discounts for new customers. Add a free small gift when they do purchase. Give free tips & tricks or advice & insight.
Don’t give away the least, but part of your best. As RHCP says, “Realize I don’t want to be a miser.” It’s not all just about selling but giving them a solution to their problem or need.
If you struggle to find the right words or promoting your awesome giveaway, that’s where I come in. I’ll help introduce new prospects to your amazing product or service through emails, social posts, or better website copy. Reach out today and let’s set up your free consultation, coffee/tea/smoothie on me (even if virtual).
Thoughts from Me
Tips, advice, and more from my experience as a copywriter, marketer, and small business owner.