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| About John Jantsch |
| John Jantsch is a veteran marketing coach, award winning blogger and author of Duct Tape Marketing - The World's Most Practical Small Business Marketing Guide (foreword by Michael Gerber, author of The E-Myth) published by Thomas Nelson - due out in the fall of 2006 He is the creator of the Duct Tape Marketing small business marketing system and Duct Tape Marketing Authorized Coach Network. His Duct Tape Marketing Blog was chosen as a Forbes favorite for small business and marketing and is a Harvard Business School featured marketing site. His blog was also chosen as "Best Small Business Marketing Blog" in 2004, 2005 and 2006 by the readers of Marketing Sherpa. |
Recent Article:
When Free Is Just Too Expensive
- For more on John Jantsch visit www.ducttapemarketing.com
Offering free stuff as a marketing tactic is an accepted practice in most industries.
However, in most cases, the party offering the free information or bait is actually interested in charging for it. Even if that charge is the exchange of a name and email address. So, for some, free isn't free and may be too expensive. Take the "free" evaluation. Free in this case might mean that the recipient must take time, accept an appointment and sit through veiled sales presentation.
Free is one of the most powerful marketing words on the planet but, what makes free really free is trust. In order to use this tactic effectively the recipient must trust that you won't abuse their permission. If you have no previous relationship with a prospect you cannot go overboard assuring them that you won't misuse their information. You must actively sell your free information by communicating just how valuable it really is.
Taking steps to build trust with testimonials and referrals, providing great free information with no strings attached and being consistent is how you lower the barrier to free. Once this is done effectively, and you haven't abused the trust you've earned, you can move to steps that provide greater education and demand greater involvement.
In fact, now your free information might actually be something they would pay for.
When Free Is Just Too Expensive - To learn more about this author, visit John Jantsch's Website.
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Dianne CramptonDianne Crampton is an executive leadership coach, team culture consultant, author and president of TIGERS Success Series, Inc. Dianne has been helping CEO's and Executives connect their employees to their core values and goals for over 20 years using the trademarked TIGERS team culture process, which stands for trust, interdependence, genuineness, empathy, risk and success. To download a free white paper on behaviors that build strong teams and behaviors that will predictably tear them down go here. Dianne's contribution to the 2010 Pfeiffer Consulting Journal (an imprint of John Wiley and Sons Publishers) entitled TIGERS Hearted Teams is available in November 2009. Her new book TIGERS Among Us: 5 Winning Business Team Cultures And Why, Three Creeks Publishing will release in March 2010. To receive publishing discounts, subscribe to the free TigerTracks Newsletter here. - Visit Dianne Crampton's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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