I say all the time that marketing is about giving, but it’s not charity. There comes a moment when you need to ask for something back. But when is that moment?
Is it when you first meet someone?
“Hi, I’m Bobby. Wanna buy something from me?”
Hopefully you would never do that in person, because it’s rude and kinda creepy. But that’s exactly what many entrepreneurs end up doing online.
You start to build an email list, and then send out endless solicitations.
“It’s OK! They opted in for this!”
No, they opted in because they expected you to provide epic value before asking them for a sale.
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Don't ask without providing value.
Or you join Facebook Groups, and start sharing what YOU do, and how people can hire you. Now we talked about that in the first video in this series, it’s called spam, and everyone hates it. Don’t do it.
But even less obvious is when you create a website that is all about you, your services or product, and how people can buy from you.
"Over here is some info about me. And here we have the great things about my stuff that I sell. And, ooh, here’s the form to fill out so I can also email all this crap to you."
Your website needs to provide tons of free valuable content so people can learn from you, respect you, begin to trust you, AND buy from you.
So does this mean you should never ask for the sale, or let people know what you do, or how to contact you? Absolutely not. All I’m saying is there needs to be a realization on your part that marketing is 80% giving, and only 20% asking.
Don't give value and never ask!
Now on the other side of the coin are the entrepreneurs guilty of the exact opposite. You guys give and give and give but never ask. Maybe you think people will magically know what you do and that you have some valuable service for sale. A client and mentor once taught me
“If you don’t ask, you don’t get.”
Asking for the sale after you’ve provided value is a vital step in marketing. Do what you can to provide as much value as freely as you can. But don’t forget to make an offer, or ask for a sale about 20% of the time.
On your website, asking takes the form of call to action buttons - ask people to download your resource and get on your list. That’s an exchange.
Ask people to sign up for your program, or buy your thing. Just make sure your website is sharing a lot of valuable content with these calls to action sprinkled in.
Ask people in your Groups to get in touch with you about your upcoming event. But be sure to make a name for yourself first by providing valuable information in that group. Answer people’s questions, get involved in discussions, and then ask.