Every year in December, people start talking about Christmas and what it’s really about. For me, one of the most important aspects of the festive season (aside from spending as much time as I can on a ski slope) is giving. It’s about giving gifts to people you love and looking for something that you can give them, which will make their lives better, easier or more fun.

The same applies to successful marketing. If you focus on what you can give, rather than what you might receive in return, you’ll find your marketing far more effective. Read on to find out how to do this and to see some extra gifts for you at the end of the newsletter.

‘Tis the Season to be Giving!

I’ve been running my business, Appletree, for over 25 years now. One of the most effective marketing tools I’ve used, to find new clients and keep my business going, is the lesser-known tactic of ‘generosity’. Giving away your trade secrets is the best way to promote your business, especially when you provide a service such as coaching, consulting or training. How can this be? Why should you give it all away, instead of expecting people to pay for your time and expertise?

Look at it this way – would you rather work with someone who starts by offering you free advice when you ask? Or the person who insists on you paying them first, before they will share even a scrap of knowledge with you? Giving away your expertise and experience will help you to build up a solid reputation, showing potential clients that you know what you’re talking about. Here are a few examples of simple ways to do this:

• Email Newsletters and Blogs – my newsletter Scribbles isn’t about selling you anything. Every month, the focus is on giving you marketing tips that you can put into practice for your business. You can use a blog in the same way to give away advice. Pick a topic and go into it in detail, to really show that you understand it and can help other people to understand and implement it.
• ‘How to’ Guides, Downloads and Ebooks – What questions do your clients and prospects ask you? “How do I do …?” Answer those questions in the form of materials that people can download and learn from and they will remember you.
• Social Media – You can give away bite-sized pieces of advice through LinkedIn updates and articles. You can do the same on Facebook, Instagram and all the others. Pick the channels where your clients and prospects hang out and use them to give away tips, rather than just telling the world how great your service is.
• Videos – On my website there are numerous videos of me sharing marketing advice. Help yourself and watch any that might help you. They’re hosted on YouTube and when I want to, I can share them on social media, or send links to potential clients. Click here to see what’s there.
• Talks and Presentations – If you’re invited to speak at a networking event, or anywhere in front of an audience of potential clients, use the opportunity to give. Just as with written marketing, give away advice, share tips and answer questions. I’ve delivered many talks, as well as online webinars, for organisations that can put me in front of people in my target audience. The sessions are crammed full of marketing advice – no sales pitch. Which organisations do you know, where you can offer to do the same?
• Podcasts – If you’re invited to appear on someone else’s podcast, remember to focus on delivering value to the audience. Don’t spend time trying to sell your services. Just give advice and answer questions that help other people, while showing off your expertise.

Over the years I’ve been given loads of advice. One of the best pieces was to treat all potential clients as if they’re paying clients. I’ve always followed that advice and continue to advise my clients to do the same. Think about what you can give away to your clients and your prospects and watch how your generosity is repaid. Start at Christmas and keep it going all through the year!

Christmas Gifts for You

I love learning and reading – about marketing and business and lots of other topics. I have a number of great books that I’ve read, that I would now like to pass on. If you’d like any of these second hand and well-read books, let me know which ones and I’ll send them to you.

On the shelf I have:

• GetResultsology by Robin J. Emdon
• Prize Winning Leadership (& the Personal Productivity Planner)
• Humourology by Paul Boross
• Recommended by Andy Lopata
• Leading with Gravitas by Antoinette Dale Henderson

First come, first served, so if you’d like any of the above, leave a comment here and I’ll be in touch to get your address.