Because What You Know is Worth Money

Everyone offers information if they do business online, but do you give away too much and HAVE you already given it all away?

Blog content wide open to everyone?
White papers galore?
Free reports?Silent businessman
Bend over backwards to put together a valuable monthly newsletter for readers or clients…for free?

How do you know when some of your freely accessible online information should be protected….members only….premium content….free here; paid there? Or when your advice and loose-lipped copy tips and commentary should be re-packaged as “consultation

services”? Plenty of your competitors already follow both of these strategies and generate income from stashed information available only to customers and paying clients with the keys to the vault. These copywriters and business entrepreneurs figured out when to button their lip.

No, I’m not in support of killing off your blog, or password protecting all the freebies on your website. However, I’m beginning to believe that making everything a giveaway can gouge the eyes out of your business model and possibly lead some to believe what you have to say just isn’t worth their dime. If YOU don’t pin a value to it, why should they?

Feel like you’ve already given away all your copywriting secrets or business secrets?

Again, not a chance.

How to See the Value of YOUR Business Know-How

What you do have is your particular take on business, your perspective of the tried and true strategies. (If your specialty isn’t copywriting the same concept applies.) You could have a proven implementation for a landing page format, a mash-up of classic ad headlines that sucked in bigger conversions than you expected, a new strategy for counting the value of a page of web copy, your own client-getting lead-generating check-list, or solid tips for seeking out clients that might want your workmanship and how to reach out to them….

Truth about “Secrets”

There are tried and true copywriting strategies and they’ve been around for years, frankly. Think John Caples’ “Tested Advertising Methods.” Here for $16.95 (that’s what I paid 2 years ago) is one of the most comprehensive and indispensable advertising copywriting guides on the planet. The book cover’s not pretty, the title isn’t “kick-ass” and the read is modern, but humble and without fanfare (read, “without trendy appeal”).
But over and over again modern day gurus repackage many of Caples’ copywriting messages, add in some of their own jazz–“checklists,” “blueprints,” “method maps,” etc — that may provide some authentic value, but may only be a clever and creative renovation of legendary strategies and tactics you just don’t know already exist. (they weren’t called nifty things like “strategies” and tactics back in the 1930s and 40s.) And, yes, they knew how to build great sales copy way back then. Some of the most popular ad headlines you see right now are swiped from legendary ads — “They laughed when I sat down at the piano…” — that worked back then and continue to be successfully applied even to modern web copywriting.

Could I possibly be saying that you or I has nothing to offer? Or that when you pay big bucks for a “must-have” copywriting guide manufactured by a six-figure writer that you’ve been robbed? Hardly. Some of them are very good and successfully build huge value into the works. If you’ve never been exposed to Caples or good advertising guides, you can get a lot for your dollar, or you could end up spending a bucketful.

Perceived value. It’s the cornerstone of marketing anything…including your information and good advice.

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