April 28, 2011

When do you stop giving away free content?


Coaches ask me this question all of the time! A better question might be,

"How do I move my potential clients to invest in my services beyond free?"

Let's step back for a minute and understand the mindset of giving away free content.  You attract your ideal clients because of the Know-Like-Trust Factor.  First, clients invest time getting to know you.  Then, they decide whether they like you.  If they like you, their trust in you, your programs and services grows. That's the Know-Like-Trust Factor.  I want to add another element to that equation — experience.

You want to give your ideal clients an opportunity to experience you, your personality, your expertise and your content. Free content is an excellent way to offer that experience of you to your ideal clients.

It's important to understand these very crucial factors about your ideal clients:

  1. Your ideal client is ALWAYS ready, willing and able to invest in your coaching programs.  ALWAYS!  If the potential client is struggling to pay basic living expenses, she is NOT your ideal client.
  2. You must be willing to challenge your client to go beyond free.  Fear surfaces when your client is considers making a financial investment. That fear is often a lack of commitment to the goal your client says she wants to accomplish. That's where coaching truly comes in and you're equipped to handle that, right?
  3. You also must be ready, willing and able to invest in programs yourself.  If you're not investing in programs for yourself, how can you expect to attract clients who are willing to make the investment in your services?  Congruence is necessary!

You can only do so much for free. During one of my teleseminars I said, "The free road ends at the intersection of total learner satisfaction and bona-fide service and support." When your client is fully and totally satisfied with the value they've received from your free services, they're ready to invest beyond free to receive deeper, more intense service and support.

Your goal is to turn your client toward total learner satisfaction and bona-fide service and support. Beyond free is your opportunity to provide premium services and programs based on the new level of investment your clients are willing to make.  This leads to total satisfaction of client based on growing the trust and experience working with you.

The more willing you are to ensure your clients are receiving value from you, the easier it is to determine when the free road ends.  Remember, your ideal clients are ALWAYS willing, ready and able to invest in your services.

I believe you don't ever stop giving away free stuff.  It's a wonderful opportunity to share the experience of working with you via teleseminars, special reports, audio downloads, podcasts, webinars and more. You can go beyond free when you're ready to shift to a whole new way of serving up free.

Please post a comment and share your thoughts about when you stop giving away free content.

Wendy Y. Bailey - Master Certified Group Coach

Wendy Y. Bailey - Master Certified Group Coach

Wendy Y. Bailey is a Master Certified Group Coach, Certified Experienced Coach and Certified Neuro-Linguistic Programming Practitioner. Affectionately called "WendyY" by her business associates, colleagues and friends, she's also the Creator and Founder of Group Coaching Mastery - Master Group Coaching with an NLP Twist. Sign-up for WendyY's free practice-building teleseminar for coaches.

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April 28, 2011

Kevin Bullard @ 4:03 pm

Great article, Wendy. I like the idea that my ideal client is always able to invest — if he or chooses to do so. I also like the know-like-trust factor. Great wisdom. I'm about to move beyond free, and need to make sure it "feels" different to the paying clientele.

April 30, 2011

Wendy Y. Bailey @ 8:39 am

Great point, Kevin! I see too many coaches pushing free or paid content without regard to how the clients feels. All content must be shared with the client's feelings in mind. THANKS for your comment.

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