Crossing The ATTENTION Gap With FREE Marketing
By Rod Moore on Feb 29, 2008 in Marketing | comments(0)
Can I have your ATTENTION? Just for a few minutes …
Attention … it is what every business owner wants.
We want the attention of our clients.
We want the attention of our prospects.
How often do we get their attention though?
Recently I read about one attempt at gaining attention in Japan. A new vending machine offers FREE drinks … all you have to do to have a free drink dispatched to you is wait 2 to 3 minutes while the vending machine plays you a commercial.
They have your attention as you wait for your free drink.
As a small business owner you are faced with the option of attempting to gain the attention of your clients through interruption marketing. You know … cold calls, tv commercials, annoying radio jingles, flashing banner ads, and worse yet … SPAM emails.
The other option is to ATTRACT your prospective clients to you with something FREE.
A couple of rules here though …
You can not offer JUNK … just because it is FREE JUNK does not mean you will ATTRACT and convert them into paying clients.
So you have to provide something of VALUE.
Second rule is … FREE is only the start of the Sales & Marketing process. You need to step 2, step 3 etc firmly inplace for FREE to be effective.
Do you know the story of King Gillette? Every small business owner should know this story and seek ways to apply the same strategy to your business.
Chris Anderson, author of The Long Tail is soon to release his new book aptly title ‘FREE’ … read his thoughts here. Chris talks about King Gillette in the article.
As a service based business owner you need to be giving consideration to the entire sales & marketing process. Whilst it may start with FREE it is the steps beyond that lead to a truly remarkable business model that attracts a constant flood of leads, easily converts them into clients and turns clients into Raving Fans.
Take a look at Profit Minutes web site … see if you can identify how we lead visitors to our web site from FREE to Raving Fan. Notice it starts with the FREE Report ‘7 Keys To ATTRACTING New Clients’ and the MP3 Audio file … we give it away. (By the way … you have read it, right?)
You may be wondering how you can implement a similar sales and marketing process into your business. If so … follow the steps in the FREE Report to set up a time for your complimentary Sales & Marketing Audit. Oh yeah … its free to 
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A few days ago I was in the Victorian Business Names Registry updating some details. It was a lot quieter than usual so I started chatting with the gentleman who was helping me. Out of curiosity I asked him how many new business names get registered every day.
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