Last time I wrote, I detailed my revelations around getting present to the cost of not focusing, and being too seduced by the future and bright shiny objects. Well, another home truth has since revealed itself to me...
'Permission marketing' could be one of the worst strategies, for someone like me to adopt!
Permission marketing is a really brilliant strategy by the way; the challenge is the boundaries. It plays totally into my currency of 'wanting to please', so I tend to go the full hog with it. Here is an quick definition of what permission marketing is, for those of you who aren't aware of it.
It is basically sharing your valuable content, with people who have given you permission to market to them. The premise is, the prospect receives value; by way of whitepapers, online videos, e-books, speaking or even a one on one catch up. This gives them the opportunity to experience you, and get to know you better, so that they are more likely to buy from you in the future.
As I have mentioned, this is a very powerful strategy. The danger is in the extremes. I was giving alot away, and by the way, my lovely prospects didn't ask for it.
I was so driven by my underlying need to be liked and to please, that I just went overboard; it was almost an addictive trait.
Here is just one example;
If I was meeting up with someone to discuss their lead gen strategy, I would listen intently to their present concerns, and contribute full out in the session, with suggestions from my years and years of business experience and research. But that wasn't enough for me; I would record the whole session on my iPhone, listen to it at a later date, create a multi-paged recommendations document, including doing some research on their industry, and then send it to them (and no, this was not chargeable work). Can you imagine how much time I spent doing this?
The feedback I got was heartwarming and extraordinary, which of course the pleaser in me loved. But, just like my bright shiny object delusion, this habit of giving TOO much away impacted my commercial return. I gave away the farm! There was no longer a perceived need to engage me.
One interesting justification that's often quoted, that I used to love parroting off was that giving away your absolute best during the prospect stage, would lead them to think,
'wow, if this is what she gives me when I am not her client, imagine what she will give me when I pay her!!'
Guess what, I don't say that anymore! I simply don't believe it. Please, if you have some great examples of how that has worked for you, do share them.
Now don't get me wrong, one of my values is generosity, and there is nothing more I like than connecting with those who are passionate about what they do, and supporting them with some concepts that I know will make a huge difference in their lead gen success. BUT...there is a limit, it is all about boundaries!
Have a look at your own permission marketing collateral. Are you giving too much away?
By the way, an update on my declaration from the last blog re focus. I had given myself 7 weeks to reach a new business target, focusing purely on one offering. I am still pinching myself when I share that I achieved that target in 3 weeks! AND the program itself has entered a whole new level of value for my wonderful clients. This focus thing appears to work.