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-Our guest blogger- Jay Conrad Levinson is the author of the best-selling marketing series in history, “Guerrilla Marketing,” plus 30 other books. His books have sold 14 million copies worldwide. His guerrilla concepts have influenced marketing so much that today his books appear in 41 languages and are required reading in many MBA programs worldwide. He was a teacher and sounding board for The Shift Doctors (Tracy Latz, M.D. and Marion Ross, Ph.D.) ; and after many discussions strongly encouraged us to publish a book (soon to be released) designed to assist people who struggle with implementing tools learned in business or entrepreneurial coaching programs due to self-sabotage. For more on Jay Conrad Levinson visit www.gmarketing.com
Exercise in Freedom
The highest form of that creativity is displayed when they give for free what they ordinarily sell. HotMail attracted more than ten million customers for its free email service. Now, that service is supported by advertising. By ending each free email from the sender with an offer for free email for the recipient, HotMail used word-of-mouse to the ultimate.
It’s true that some bozos will sign up for your freebie and then you’ll never hear from them again. But many customers will be so impressed by your quality and service, your caring and dedication, that they’ll end up making the purchase you want them to make. Many will become lifelong customers, making you forget those free-loading bozos entirely.
The investment of your free product or service for a limited time must be measured against your current marketing investment. But if you’re a guerrilla, your quality and service will prove more than anything you can ever say in a marketing context. Your customers truly enjoy being your customers. Now, they know why you are so confident in your offering. Nothing can substitute for an actual ownership experience.
I realize that all companies cannot give what they sell for free, not even for a limited time. But if you can see daylight in giving your offering for free, you might lift your marketing to the highest level while forming bonds that might otherwise have never been established.
List the things you currently give away at no cost.
List the other things you can, but currently do not give away
List the businesses you patronize — listing only those which gave you something for free.
– For more on Jay Conrad Levinson visit www.gmarketing.com