I say “yes” to tons of free stuff, because I consider it research in my area of expertise.

I want to look at what other service professionals are doing. What types of content are they using to generate leads? What’s their call to action at the end of the lead generation piece? Is the piece a logical next step on their customer journey map? Does the call to action make sense following the offer?

I can tell when someone really put a lot into making their free giveaway valuable. It’s not so much the quantity of content, but its quality, usefulness and easy implementation strategies that it might contain.

Value first content is usually:

1. Timely and relevant, discussing things happening today
2. Specific – not too broad and general
3. Actionable – it tells potential clients what to do with the information provided

Take for instance David Newman’s ‘The DO IT Marketing Manifesto’. I printed it out and keep it nearby because it provides the kick in the pants that I need whenever I feel down or disenchanted – like earlier today.

It’s divided into short sections with effective headings like:

• 7 things Entrepreneurs must do daily
• 11 questions to spark your success
• DECIDE is the most powerful force in marketing

Stop blaming others. It’s ALL your fault. Move on – what’s next?

DAVID NEWMAN

That sentence got me annoyed at first then, motivated me to step outside of my doldrums.

I want to leave you with the 7 things we should do daily:

1. Revisit your goals, milestones and metrics
2. Put new prospects on your radar via strategic outreach
3. Thank your team
4. Offer value in terms of content – blog, video, resource, referral, favor or gift
5. Invite engagement – ask questions, solicit feedback
6. Recharge your batteries
7. Be gracious and grateful

Take a moment to appreciate what you have, what you’ve built, and who you get to serve each day

DAVID NEWMAN

Thank you David, for this valuable resource. Tomorrow is another day and another opportunity to make a difference – one client at a time.

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