This column started in 2006 when my bride had the idea of me providing free marketing advice. “Like free samples at Costco in hopes you’ll buy a whole bag of meatballs from the freezer section,” she suggested.
It’s worked. Readers needing to hire first marketing, then book development services, have contacted my agency, and I’ve acquired several clients from the effort.
Plus I still get a kick out of seeing my name in the newspaper each week.
Naturally, certain topics I’ve written about have been more popular than others, and analyzing readership has always helped inform my future scribbles.
Consider a column from a few years back about Boardsi suckering in professionals interested in sitting on company boards. To gain access to their database, you’re charged $200 per month…and many of the jobs arguably don’t even exist.
This blog post generated thousands of hits, prompting me to do two things:
- Write additional scam-related articles about phony business services; and
- Rerun the Boardsi column every few months
My goal, of course, was always to lure readers to my site both to sell my services and my books. I also discovered that posting to a range of business chat groups continued to expose me to huge numbers of professionals. This taught me how to potentially monetize the hunger for quality information about creeps trying to steal your money.
Both new and existing content has generated dozens of comments, thousands of visitors, and hundreds of followers. It’s helped me to land speaking engagements, and also sparked new ideas for additional content.
Regardless of what you sell, you may also have a reel or post that’s gotten lots of visibility. As my experience proves, if something works, it deserves repetition.
Start by reviewing your existing materials to see what’s gotten the best traction, then repost it to a series of wider audiences. Cross-promote your other offerings, then develop related materials appealing to the same types of prospective clientele.
Admittedly, some promotions will be more successful than others. Still, you’re sure to generate results that can take your business in new directions and bring new waves of folks to discover you.
Best of all, there won’t be any acquisition costs, as new customer revenues will go straight to the bottom line.
With that said, I wish you a week of profitable marketing.
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