How to Turn Prospects Into Clients by Giving Away a Free Report
by James Palmer
Turning prospects into clients can be tough. Getting someone who’s never heard of you to trust you enough to fork over their hard-earned cash for your product or service isn’t easy. It can take a lot of time and effort.
But there is an easier way that can help you speed up the process at a minimum of expense . . . while establishing you as an expert AND getting the prospect to know, like and trust you that much faster.
I’m talking about giving away a free report.
Now I know what you’re thinking: “If I tell the client how to fix her problem for free, what will she need to hire me for?”
Well, I’m not asking you to give away the farm. A free report simply gives a few tips on how to solve a problem relating to your prospect’s industry.
Basically, your free report is used to establish trust, build rapport, and prove to your prospect that you are an expert who understands her industry and its problems.
So how do we go about crafting a free report?
Write A Compelling Headline
Don’t worry. It doesn’t have to be a masterpiece. A “How to” headline works well, though a number headline works best. Examples: “How to Write a Compelling Brochure” or “7 Tips for Better Web Sites”.
Don’t think you can write an article? I’m here to tell you, you can! But if the task seems a bit daunting at first, try creating a series of short tips or a checklist, such as “10 Article Marketing Tips”. If you’ve done an e-book, you can turn one of the chapters into a short report.
Put a Price on the Report
Putting a price on your report gives it a higher perceived value to your client. It also comes in handy if you choose to sell it on your Web site!
Format as a PDF
A super easy an inexpensive way to distribute your report is by turning it into a nice pdf and emailing it to your prospects, or putting it on your Web site and letting them download it. Adobe Acrobat is expensive, but there are plenty of free alternatives. I use Pdf995, which you can download here: http://www.pdf995.com.
You can also have your report printed in booklet form, which can be more expensive, but ideal for certain types of prospects.
Include a resource box or About the Author section at the end, complete with email address and phone number. Tell them what to do if they want more information about your services. If you publish an e-newsletter, you should also offer it to your readers here.
Then, in your marketing, tell them about your report and what the prospect must do to get it, like so “for a FREE copy of my brand-new report 6 Ways to Save Money on Graphic Design, visit www.mywebsite.com/freereport.”
When they request the report, wait a couple of weeks, then send them an email or give them a call asking if they’ve read the report, and see if they have any questions. (And if they don’t request it, send them another letter asking if they’d LIKE to get the report!)
Before you know it, you’ll have established a rapport with that prospect, and showcased your expertise, making you the go-to person the next time they need help from someone with your expertise!
James Palmer is a freelance copywriter who creates Websites, press releases, sales letters, and other print and online marketing materials that help large companies, coaches, and entrepreneurs communicate their business in a way that is easily understood by their target audience. He is co-author of the books Networking Like a Pro! and How to Overachieve W/O Overcommitting, and author of the e-book Social Networking 101: How to Market Yourself and Your Business Using Social Networks and Media. For more articles like this one, sign up for his free monthly newsletter by going here.