OPINION: If you want to attract ideal new clients for your business you might like to try an info magnet.
An info magnet is something that contains useful information that will help a potential client for your business to solve a big problem or reach an important goal.
Here are two examples.
* Use simple stories and examples to grow your sales fast
* Where you can find valuable marketing resources at no cost
* A simple checklist for reviewing how the week has gone for your small business
* What could your business become famous for? How to stand out from the crowd
Paul Brown is the owner of an employment law consultancy called PB Employment Law.
He has a short booklet called The Employment Law Survival Guide.
In his booklet Paul explains six critical keys that every employer needs to know to save themselves from making expensive, frustrating and time-wasting employment law mistakes.
These keys include:
Paul offers The Employment Law Survival Guide at no charge from his website.
By offering this free booklet with lots of useful tips on solving employment law problems Paul does two things.
Firstly, he positions himself as an expert on solving employment law problems.
Secondly, every person that downloads this booklet is now someone who is potentially a client for Paul’s employment law services.
All Paul now has to do is stay in touch with everyone who downloads his booklet and some of those people will turn into paying clients.
Wayne Kevey is the owner of NZ Line Markers.
NZ Line Markers are specialists in lines and markings for car parks, sports courts, factories and warehouses, schools, storage facilities, commercial properties, body corporates and anywhere that needs crisp, clean lines to create a good impression.
Wayne has a short booklet called First Impressions Matter – Five important keys to make your commercial property look instantly more attractive so you improve your cash flow, increase sales, attract far better tenants; and save yourself a small fortune in costly repairs and potential fines.
Wayne offers this booklet at no charge from his website.
Wayne knows that how attractive and well-presented your commercial property looks will be a key factor in the amount of people using it, the foot traffic it gets, the quality of the tenants who rent it, and even the amount of revenue it generates.
So in his booklet he gives lots of useful tips on how to make the outside of a commercial property look great without spending a fortune.
Retailers in the middle face pressure from price driven, experience-hunting shoppers.
One example is the car park you have for your commercial property.
When a customer looks at your car park they mentally ask themselves questions:
Is it easy to park my vehicle in this car park? Does the car park feel ‘safe’ to park in? Is this car park pedestrian friendly? Is it obvious in a car park where ‘not’ to park?
And if the answer to some of these mental questions is ‘no’ a number of people will actually turn around and go to a competitor’s business.
Wayne then gives some quick tips (complete with before and after photos) on what can be done to make a car park look far more attractive and easy to use.
Wayne’s booklet is jam-packed with useful tips on making the outside of a commercial property look good fast.
And often for a surprisingly low cost.
By offering this free booklet, Wayne positions himself as an expert on making the outside of commercial properties look good.
And he attracts new prospects for the various services he offers.
The info magnet that both Paul and Wayne are using is a short booklet.
However, your info magnet can take many formats – it can be a booklet, a video, DVD, CD, webinar, seminar etc.
The key is your info magnet has to contain useful ideas that a potential client for the products and services that you sell would be eager to have access to.
And the ideas should preferably be so valuable that many people will be keen to mention your info magnet to other people they know.
When people look at car parks, they mentally ask themselves questions.
Here are the types of ideas you may want to include in your info magnet:
Even though your info magnet is being offered for free you will still need to sell potential clients on the value of ordering it.
To do this, mention all the benefits that a person will enjoy (or the problems they will solve) by reading your booklet, watching your video, booking on your webinar and so on.
Here’s a good example of selling the benefits of an info magnet.
On my own website, I offer a free 129-page marketing guide called ‘The Plan B Sales Solution.’
On my homepage I explain some things a business owner will learn by reading my free guide. These include…
As you can see these benefits sell the free marketing guide and make it more likely that someone will order it.
Make sure you list some benefits around ordering your own info magnet as well.
An info magnet is a great tool that you can use to get potential clients for your business to put up their hands and say: ‘Yes! I’m interested in what you sell’.
I highly recommended you create an info magnet for your own business.
It will position you as an expert in your field and will make it very easy to attract a good number of new prospects every month.
Graham McGregor is a marketing adviser. You can get his free 129-page marketing guide, ‘The Plan B Sales Solution,’ here.