We're All In The Information Business

Categories: Blog, Marketing, Philosophy

We're All In The Information Business

I've long preached that EVERYONE should be in the "information" business, regardless of your industry or profession.

Why?

Because regardless of what you do, there's information and knowledge to be dispensed. If you're in a business that, at any point, requires you to answer questions from prospects and customers, you meet the qualifications.

The specific company eludes me but I once read how this one particular beer company in the early 1900's differentiated itself from its competitors. It simply started explaining the rigorous process of creating beer. It took every element of the distillation process and broke it down in detail in its advertising communications. It wasn't that the other companies didn't follow the same beer making process --- this smart company was just the first to brilliantly talk about it.

It soon made them #1 and other companies hurried to mimic their ads but by that time, they had already established preeminence. Surely none of the beer companies thought they were in the "information" business. You may not think so about your profession or industry either.

If you're a plumber, create a free report or video series, "7 warnings signs of a bad plumber" or "5 easy and effective ways to save on your next plumbing bill (whether you hire me or not!)."

If you're a graphic artist or web designer, create information in written or video form on how design has evolved over the years online. Reveal what separates old school-looking graphics from modern ones and what to look for in a new designer.

If you're a lawyer, educate folks on the legal process and why not all law firms are created equal. If you're always answering the same questions or frequently explaining a particular concept to new clients, these topics probably make great candidates for reports, white papers, or guides.

"But no one does this sort of thing in my industry?"

Good point. Well, go with the crowd and make what the crowd makes. According to statistics, only 15% of Americans make over six figures and only 1.5% get over $250,000. Simply put, the "crowd" is usually wrong.

Find a way to dispense information in a leveragable form and watch conversions and retention soar.





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4 Responses to “We're All In The Information Business”

  1. Agree with everything you said here. Everyone's indeed in the info business whether they realize it or not.

    Author
  2. Hey Jermaine, thanks for the awesome tips. Do you suggest a simple optin box for people to get these reports for a service business? Perhaps right up in the header? Have you tested "win a free something" vs. an optin for a report and if so, which pulled better?

    Author
    • J Griggs (PERMALINK)

      Yes, a simple opt in box. Whether selling product or service, the key is determining the information a prospective client would want to know and presenting this in the best light.

      An expensive art dealer at a recent John Assaraf mastermind argued his clientele was different. I challenged him to think of the information that could be shared to an art buyer. He could publish a "consumer awareness" guide letting them know what to watch out for, how to spot a fake, how art is valued, how to classify it, etc. He can think about different segments --- old money (who may "think" they know everything they need to know) and new money (the younger rich who have the money but not the slightest clue about art). How can they be educated to be good, knowledgeable buyers? These are things answered in a guide/report.

      I haven't tested "win something free" in an opt in but we used to run a radio show / podcast that I gave away things. I soon learned it wasn't a good idea. People came for freebies but I couldn't attribute any sales to the show. And no value is passed to the "losers" of the contest. At least with a guide/report/video/white paper, value is transferred to all interested prospects.

      But these sorts of things are always great candidates for tests.

      JG

      Author
  3. J Griggs (PERMALINK)

    Here's another idea from Sephora to test. It's along the line of your "win something"... but the "win" encourages purchase.

    Author

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