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jamesray50
12-28-2010, 09:51 PM
I read a blog the other day and it stressed that giving things away was a good way to attract new business. And I have to admit that I am tempted by free things and may buy something from a website that is offering something free as opposed to one that isn't. For example, free shipping. Or buy one, get one free.

My website offers a free consultation, but what are they really getting? They would get a consultation for free whether I mentioned that on my website or not. So what could I offer for free? I haven't written any books so I can't offer that. If you all were looking for a bookkeeping service, would you even expect to see a free offer of any kind? If so, what would you like to see?

Thanks in advance for your answers.

Patrysha
12-28-2010, 10:04 PM
Well it doesn't take much to write or commission the writing of a special report related to your field of interest and expertise. I doesn't need to be fancy if it's information packed.

For instance, your service saves customers time by bypassing trips to the office or post office, right? You could offer a special report and package that together with 4-9 other time saving ideas for your target? or maybe you want to focus in on the construction industry and give them some related tips that highlight your expertise while providing them with solid information. Don't forget to use it as a stepping stone (build your list, build value, build relationships...)

If you can identify a pivot point when business is most likely to switch to or begin with bookeeping services...are you looking for people dissatisfied with their current provider people who "know what to expect" from a bookeeper or people who are using a bookeeper for the first time...are they just starting out or have they been keeping their own books (or having a relative/wife do them)...once you figure out who your audience is, it's only a hop, skip and a jump until you have the questions that they are most likely to be asking themselves about you or what you can do for them...

jimr451
12-29-2010, 07:47 AM
Rather than offer a free e-book, how about blogging about issues in your industry? Or offering a newsletter on bookkeeping / tax issues? That way they get the free info as a byproduct of visiting your website or signing up for your newsletter.

The blog / newsletter can serve as a way to establish you as an "expert" in the eyes of a client, and then they call you for actual help. Plus the content is open to search engines, which may bring in more traffic for you.

Keep in mind that clients who are attracted to a "Free" offer, may not have the budget to afford your services.

-Jim

KristineS
12-29-2010, 09:25 AM
I've never been convinced that offering "free" things is the way to go. Sure you get people who are attracted because they want something for free, but are those customers who are really going to stay and use your services.

If you do want to offer something free, I would give you much the same advice that Patrysha gave you, find something that relates to your customers and offer that for free. Maybe a free analysis of their current accounting system that pinpoints ways to save the customer money or potential hot spots they're missing which could cause problems. Make the free thing something that leads them toward using your services.

Harold Mansfield
12-29-2010, 10:21 AM
I'm a big fan of free stuff but it only works for you in if it's in context to your business and gaining new clients.
You and everyone else offers free consultations. I do it too. Of course it's free or else you would never talk to anyone, but those little triggers are noticeable especially with professionals like yourself, attorneys and others that are traditionally known to charge by the hour.

I agree with Jim that frequently posting to a blog does offer something for free, and it is a way to showcase your knowledge and professionalism. Giving away something just for the sake of giving it away doesn't work because most people will just come for the free thing and leave.

Things like free shipping and free delivery work because you have to buy the product first. Same with other offers that are dependent on making the sale..free desert when you buy 2 entrees, free tire rotation with an oil change, free bluetooth when you purchase a certain phone, free Windows 7 Premium upgrade when purchased before a certain date.... IOW, they gotta buy something first but it does make the offer much more attractive.

For your type of business, I would recommend something similar. Maybe offer a one hour personal financial consultation with every new business account.
Or, offer 5 hours work for the price of 3 or 4.

Personally, I offer to do a free Facebook and Twitter page customization with any new or network website. It's mostly word of mouth, but it works.

Spider
12-29-2010, 11:31 AM
Just an example of great use of the Free stuff theme that may or may not be useable for a bookkeeping service--

Discount Tires offer free tire repair (including nails) and free pressure check -- for life! I don't know if that is for everyone or only for those who buy their tires there, because I have only ever bought my tires at Discount Tire, and I have never seen any limitation marked up on their advertising. Consider - one does not buy tires every week or even every year. I have been getting this free service for about five years or more but just recently bought *two* sets of tires.

If you have a flat and the tire cannot be repaired, where will you buy the replacement tire? You are in a tire dealer and you will drive your limping vehicle to somewhere else to buy a replacement? Hardly! Sure the free service is relevant to their product, but it is a very long term freebie. It creates a habit in potential customers. If I am going to atire dealer once a month for 5 years to get my tires checked, my car would drive itself there when new tires are needed!

Also, bear in mind that this is a dealership and it still appplies between dealers - get your free service from one Discount Tire dealer and buy your new tires from another Discount Tire dealer - they have a central computer system that all dealers use. (Great use of cloud computing, btw.)

On the other hand, $5 Off, 10% saving, free reports and other penny-pinching offers leave me cold. If you are going to offer something free, make sure it has substantial value or you undermine the value of your main service.

Patrysha
12-29-2010, 03:56 PM
I agree with you on the $5 off and the 10% savings but free reports are not penny pinching, not if they are done well. You can use guerilla tactics without undermining your main message as long as you do it at a quality that reflects your brand and place in market...even big brands (Coke, Levis, & Old Spice come immediately to mind...though given a moment or two I could bring up dozens more) that are utilizing prizes and freebies to sign up legions of fans.

Steve B
12-30-2010, 08:16 AM
People have become desensitized to all the great offers floating around. Recently, I handed out 1000 professionally printed marketing pieces with an offer to bring them a free bag of dog food (5lb. - very high quality food - value was $11). It was clear there were no strings attached to the offer. We even would bring it to them - they didn't have to go anywhere to pick it up. All they had to do was make a phone call. We distributed this in an upscale neighborhood with large yards. At least 35% of these people had at least one dog. So, we had the possibility of 350 people calling us for their free bag of food.

We had a grand total of 9 people take advantage of it.

Just a little story to demonstrate how people are inundated with offers that sound great. The offers for 10% discounts are worthless. I don't know what the answer is for a good promotion, I'm just suggesting not losing sleep over the details of any "offer".

Harold Mansfield
12-30-2010, 09:43 AM
It is tough. Everyone has their guard up waiting for the other shoe to drop to find out what the catch is becasue most offers are too good to be true. Not to mention that (although technically illegal) companies practice bait and switch all of the time and people are hip to it.

I guess a lot of it depends on the credibility ( or perceived credibility) of the organization making the offer, or how transparent the motive is. When the local casinos have specials on restaurants, show tickets and what not, we can pretty much pin point the motive...to get you in the door and gamble.
I think it's when people can't guess the motive or purpose, that they shy away from the offer for fear of having to take the time to find out what the catch is.

That probably could have been said in more technical terms, but it's only 6 am.

Steve B
12-30-2010, 11:08 PM
You offer good insight on that topic eborg9. My company is brand new - so there is zero credibility. Perhaps after they've seen our name several times, it will be a more powerful offer. I guess if PetSmart were giving away free dog food they'd be overwhelmed by the response. My offer currently even states "no strings attached", which for the cynical really might be percieved as "we've cleverly hidden the stings". Instead, maybe I'll add "we're making this generous offer because we believe you are likely to be a long term customer when you see how much your dog likes it ...". That way the motivation is apparent.

Thanks for the inspiration.

Patrysha
12-30-2010, 11:21 PM
Actually just stating it straight like that...or supplying any other plausible explanation for the great offer will increase your conversions...that should probably be your big test in the next go round :-)

Harold Mansfield
12-30-2010, 11:29 PM
You offer good insight on that topic eborg9. .

Yeah...18 months (200-400 calls a day) working a phone room for a Time Share company. We did nationwide radio and T.V. spots daily, with quite a few B-list celebrities doing the pitching and most of the time the first thing out of the callers mouths ( no matter where in the country they were calling from) was.."What's the catch?"

You hear that a few thousand times a month and you start to understand people's mind set.

Canadians (we did a few spots in Western Canada) were a lot more trusting and a lot more exited to take us up on the offer. They also have stronger laws against BS'ing people so they probably don't get bombarded everyday with bait and switch sales pitches and fake discounts being yelled at them constantly like we do.

So it must be an American thing that we just don't trust anything that is pitched to us or claims no strings. Actually the words "no strings attached" is probably a negative reinforcement that there probably is some strings in there somewhere. It's almost like a politician (or mortgage broker) saying "trust me". You immediately don't trust them.

I mean when Nixon said defiantly "I am not a crook". Everyone in the country thought to themselves, "What a crook". or "What a crock", one or the other.
So it's probably not a good idea to use the words that you are trying to overcome. Even if used in a positive way.

IF you were renting an apartment, you wouldn't put in the ad, "no roaches" because then people start thinking about roaches.

I agree with what Patrysha said. Play it straight.

daveb
01-04-2011, 07:04 AM
how about accumulating loyalty points that can be translated into free work done?

bHIP Energy Blend
01-16-2011, 04:34 AM
Giving something away for free helps with customer satisfaction, and in return, loyalty. I sold a beer mug on eBay and threw in a few free coasters. Whether he/she will be back again, I don't know. That is a risk of business some of us choose to take. I wouldn't give away anything for free that I couldn't gain back though.

craigb
01-18-2011, 02:00 PM
How about an "Executive package" where you manage personal credit cards,credit score updates, and options for large account
and for smaller accounts you can offer something like "Youth package" where you help them set up and manage acccounts for theirs kids college