I can’t stop talking about this man. (no, not the Godfather!) Last week, when I heard marketing legend Gary Vee saying that he believed in giving everything he knew away for FREE to anyone and everyone he met, I was blown away. I have been saying the same thing to my clients for years!
Here are the reasons why we do it:
They Won’t Implement It By Themselves
As Gary so eloquently expresses himself: “Even if I tell you everything, I know you won’t do s*** with that info!” When I heard him say that, I almost fell off my seat laughing because while I’d often thought this, I had never heard it put exactly that way. This is sooo true. Think about how your life would be different if you implemented every book, talk show advice, guru-how-to that you’ve ever gotten your hands on. The hardest part is accountability and the motivation for consistent implementation.
Information Is Everywhere Anyway
Have you met my friend Dr.Google? He’ll heal your body, your marriage and your marketing problems. His close cousin Dr.Youtube even gives you videos so you won’t feel so alone while you’re solving your problems. When you’ve got 2 Dr’s like this in your posse, who needs anything else? All your issues are resolved instantly, right? Unfortunately the more information that is out there, the harder it is to make a decision about what to do about our problems. Yes, all information is now available for free but who will help you customize it to your particular pain? Better yet, who will walk you through the fear of actually doing what needs to be done?
When You Give, You Get
In his famous book Jab, Jab, Jab Right Hook Gary Vee talks about using marketing platforms like social media to give give give value first before you ask for anything from your audience. The theory being that the ratio of giving to asking should be heavier by a large margin on the giving. Why do you think free seminars give you valuable information first and then add a sliver of time to ask for a sale at the end?
I Don’t Work For Free
When you have an abundance mentality (there’s plenty of everything for everyone under every circumstance) you don’t see giving away everything you know for free as an insult to your sense of value. You see it as an investment in a relationship with your audience who then start to see you as a trusted resource. After all, when an Unresolved Pain Point meets a trustworthy and valuable Saviour, it’s called Marketing Magic (which is slightly but not too different from Magic Mike!)