You decided to start your own business. You picked a product idea. You started working on your product. You’re almost ready to launch. But how do you promote it now?
You search online and see all kinds of different gimmicks to promote a product using ads, retargeting, social campaigns, product bundling, discounts, etc.
Nothing wrong with them — maybe with the exclusion of discounts –, but you’d be missing the most important one.
You always have to give away value!
It all starts with content
Before you do anything. Before you even pick a product idea. Set up a blog and start writing great content which resonates with your chosen niche.
I’m not saying you should write for the sake of keeping a blog. What I mean is you should push yourself to write the best content you can and then some.
This should be content you could put in an ebook and sell. Something you could put a price on. Something which actually irks you to give away for free!
Except giving away your best content for free will provide the best return on investment possible. Better than Facebook ads, better than promoted Tweets, better than a well ran social campaign. Better than anything else.
So make a goal for yourself to write every day, every single day, and make it one of your most important tasks for the day. This way you’ll always have something fresh to post on your blog.
But hold back on some of the value
So while it’s true that you should be giving away your best content, you should still hold back on some of it.
As Sean McCabe puts it, you should give away the what and charge for the how.
What he means, is you should be explaining what your readers have to do to achieve a certain goal and why they should do it, but you shouldn’t go into too many details as to the how to do it.
In this way, you’ll be providing lots of value because it’s not always easy to know what one should do to achieve a given goal. And by showing them your knowledge in the matter, you’ll be able to sell the how.
And even if you don’t want to sell the how, you can add a little note at the end of your piece of content where you ask your readers to subscribe to your newsletter if they want to read the how.
Giving away value will establish your brand
I know it may sound stupid to say you have to give away for free something which you could easily charge for, but believe me: it’s the best, if not the only way you have to establish your brand. To make a name for yourself and to become an authority in your niche.
Depending on your chosen niche, you may have lots of competitors or maybe just a few, but I bet 99% of them are already running ads campaigns and polluting their social media accounts.
So giving away value is a great way to stand out from the rest.
People will start associating your name with the great content you provide them with. They’ll be happy to share it with their friends, because by doing it, they’d be giving their friends the value they just received from you.
And once they’ll have to choose between your product or a competitor’s, they’ll have no doubts about it.
In his bestselling book Give and Take, Adam Grant shows us that givers are those who achieve the most success in business:
“This is what I find most magnetic about successful givers: they get to the top without cutting others down, finding ways of expanding the pie that benefit themselves and the people around them. Whereas success is zero-sum in a group of takers, in groups of givers, it may be true that the whole is greater than the sum of the parts.”
Give and Take, Adam Grant
Are you giving value to your niche? are you doing it consistently?
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In my career, I started more than 10 businesses, some where great, others not so much and a couple of them failed hard. At 23 I was nominated by BusinessWeek as one of Europe's Best Young Entrepreneurs. It was and still is a great ride and I want to share everything that I learned with you.
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