Marketing Secret: Create a Guide or E-Book
In my June 20, 2009 blog titled: Marketing Secret: Identify a Problem, Create a Solution and Give it Away. I suggested that you can become more visible and credible to your target market by this approach. Then in August I reported on The Debate Raging Over Free. I have been repeatedly asked if I was ever concerned about other lawyers stealing my materials. I never worried about it and neither should you.
I have been fortunate to work with several lawyers who have created “Guides” for their target market. Here are several examples:
How To Be a Privacy Hero (And Save Your Business or Job in the Process) Privacy Desk Reference Author: Mark G. McCreary
Gaming Manufacturers' and Suppliers' Desk Reference for Obtaining Licenses in the Northeast Author: Marie J. Jones
10 Workplace Agreements Employers Can Use to Protect Their Business -- Are You Protected? Author: John D. Horowitz
A Guide to Every Day Risk Avoidance Techniques and How to Address a Customer Complaint Author: Joshua Horn
The Commercial Landlord's Bankruptcy Desk Reference Author: L. Jason Cornell
Multiemployer Withdrawal Liability: Understanding the Basics Author: Keith R. McMurdy
Buying Distressed Assets Guide Author: Matthew Sanderson
Employee Termination Guide Authors: Cleve Clinton and Brent Dyer
A more recent trend is to make the guide an e-book. As the name implies they are books downloadable from the Internet. They are typically done in landscape rather than portrait and they have visuals in them. Here are a couple of examples:
Strategy for Your Career and Your Life Author: Cordell Parvin
Ten Fatal Mistakes that Business Owners Make Author: Scott Gibson
Doing Business in California: A Guide for the Out-of-State Employer Author: Alexander Hernaez
I just created a new guide on client development Client Development in a Nutshell. Take a look it has ideas you can implement.
What problems is your target market wrestling with? What solutions can you offer and give away?
How can you get your guide or e-book in the hands of your clients, potential clients and referral sources?
Cordell,
Educating potential clients through e-books definitely goes a long way towards converting them into paying clients. My only question is whether people should have to download the information or not. It seems that more people will read it, if they don't have to give up their email address to download it. On the other hand, it might not seem as valuable if it is simply posted on the website or blog for all to read.
Kelly, When I practiced law I never required anyone to give me their email address to download any guides I prepared. As soon as my old firm's website enabled someone to download what I had written, I made it available. I believed and continue to believe that the content I provided was valuable and I was always happy to get it into as many hands as possible.
Even today I do not want to go to the trouble of giving my email in order to get material from a website.