When it comes to marketing, “free” is one of the most powerful, most overused, and most wrongly used words in the English language. You see, when most people want to use this word in their marketing, they’ll write it in big, bold letters, slap it in the headline, and wait for it to work its magic.

Make no mistake… “free” is an extremely powerful word, but if you don’t know how to wield it with precision and skill, you’re in for a nasty surprise! It’s a little bit like the difference between a scalpel and a machete. Both are extremely sharp and powerful tools… but you must have the right skills to use them safely and effectively.

One of the best places to use the word “free’ in your marketing… is when you use it to offer your customers and prospects a free report or e-book.

So, what is a free report or e-book? Well, it’s exactly what it says: a free source of useful information you give your prospects. You see, you are an expert in your industry, and there are things you know that your contacts can certainly benefit from.

Offering a free report or e-book is an excellent way to:

  • Build your relationship with your customers and prospects
  • Give your customers and prospects value
  • Bring in leads (when you offer your free report as a download)
  • Keep your name in front of your prospects
  • Educate your prospects about your services

There is NO doubt about it: the value you get from giving a paper-and-ink report or e-book returns a value far out of proportion to its cost!

The advantage of giving away information is this: because you are the expert and because you’ve done your contacts a favor (by giving them something of value), they are going to feel comfortable with you and indebted to you. Trust is what drives more sales!

Leap of the Week: What information could you easily put together and share with your clients and prospects for FREE that would bring them huge value? Do you already have a short assessment questionnaire or a PowerPoint Presentation that would just need a few tweaks to be ready to go? It’s easier than you think. Pick one thing and go for it.

Have fun providing value and creating trust.