Page 161 - Duct Tape Marketing

Duct Tape Marketing

renewed source of leads that are highly qualified and at least partially
sold.

The use of special reports, teleseminars, articles, and how-to tip
sheets in your marketing efforts will automatically help differentiate
your business from others in your industry and move you and your
firm to expert status.

What the Heck Should You Offer in Your Two-Step Ads?
You may recall that I introduced this idea of a free educational

marketing report way back in chapter 5 as we discussed the marketing
hourglass, but let’s go into a bit more detail here.

The free information you offer can take many forms. The main
thing you need to consider is that the information you are offering be
perceived as valuable. If all you offer is a thinly veiled sales brochure,
your efforts will suffer.

To develop or identify a good information product, think in
terms of topics that will help your readers avoid the pain of paying too
much, wasting their time, losing something they value, or encounter-
ing frustrating situations. It’s just human nature that people seem very
interested in topics that will help them avoid pain. So your informa-
tion product could be titled in one of these ways:

“The Secrets of Hiring a Roofing Contractor Without Getting
Burned”

“The Legal Tax Cuts Your Accountant May Not Even Know
About”

“101 Ways to Get More from ACT! Software”
“What Your Pediatrician May Not Be Telling You about Car Seats”
“10 Surefire Methods to Help You Evaluate Your Auto

Mechanic’s Ethics”
“How to Buy Everything at 50 Percent Off”
“How to Squeeze Every Drop of Value from Your Attorney”

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