Here's what I've noticed: People want to know how to DIY (Do It Yourself) but that doesn't mean they want to do it themselves...
For example, one of my clients has developed a free report on how to protect the online reputation of you and your company. This report shares great information which provides a foundation for someone to build on if they wanted to do it themselves. Once they know what is involved, many realize that they either can't or don't want to do it themselves. They pick up the phone and call the company for more info, which is exactly what we wanted to happen!
It's been my experience that when you are willing to share the "what" to do, it satisfies the prospect's curiosity. Focusing on the "what" to do is good enough. We don't tell them "how" - that's why they hire us.
Here are 3 great reasons why you want to offer some type of short (1-2 pages), free report or checklist:
- It's builds trust and credibility. The prospect can read through and get a sense of your expertise and knowledge. They can search online and validate what you are saying if they choose.
- A short report or checklist of 1-2 pages is more likely to be read than longer reports and ebooks. They can easily download and scan through the information. The content is easier to research (if the prospect wants to) than if you offer a video and they have to take their own notes.
- You can offer a call-to-action for those wanted to know how to do it themselves but don't want to do it themselves.
This free report can be an effective lead generator. Talk about each point in a separate blog post. Share on your social media status updates. Offer the report to your list to spark interest and sales. Add it as an opt-in on your website, newsletters, and in your email signature.
DIY sounds good to many of us but once we know what is actually involved in getting it done, we're more likely to turn to professional help. Offer DIY information as a way to generate leads and interest then add an effective follow-up campaign to convert those leads into sales.
You probably have examples of free reports and checklists in your files but if you want one to use as a model, check out "Top 15 Tips To Speak Your Way To Success".
Remember, just because they want to know more about doing it themselves doesn't mean they really want to do it themselves! Be sure to offer them both options and watch your sales - and profits - grow!