Giving away products is a well-known method of marketing: Companies are always giving away free samples for consumers to try: food, drink, office supplies, pet supplies, deodorant sticks… usually in a small, consumable “trial size” format. In a crowded marketplace that gets even more crowded with brand new Purple Cows every single day, the free sample is one of the most efficient ways for consumers to decide whether they like what a producer has to offer.
Knowledge is being given away too, in small “snackable” bits of insights and “how tos” in magazine articles, blog posts, podcast, seminars and so forth. Chris Anderson’s flawed-single-idea-manifesto-published-too-quickly-into-a-book which came out last year, Free, was devoted to this concept of “giving away the content to sell the service.”
But what about that? What about giving away the service? Unlike deodorant sticks and three-hundred-word essays, true professional services are a little harder to give away… especially professional development services such as consulting, training, coaching and advisory services such as tax and legal advice.
This (free, longish-but-still-snackable) post will explain why that’s the case, and give some tips on how to overcome those difficulties — both for Givers (Professional Advisors, or “PA”s) and Would-be Receivers (“WBR”s). After all, gracefully receiving a gift is sometimes harder than thoughtfully offering one.
Why Would You Want to Give Away Your Professional Advisor (PA) Services?
Five Types of Would-be Recipients (WBRs)
Five Barriers to Gracefully Giving & Receiving Free PA Services (and how to overcome those barriers)
Maybe This Is Not A Good Idea, After All?