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