Comments on: Should You Give Away Your Secrets in a White Paper?

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By: Jacques Snyman | 3 Quotes

Jacques Snyman | 3 Quotes — Sun, 14 Jun 2009 06:59:54 +0000

Giving away some secrets are OK, as most people out there simply do not have the time to actually do it themselves. They might give it a bash, and some individuals will go all the way because of their personality type and skill levels, but the majority of people will simply be owerawed by the sheer magnitude of the task facing them, and leave it to the experts to execute the task on their behalf.

By: Sarah Mitchell

Sarah Mitchell — Thu, 11 Jun 2009 04:57:23 +0000

Hi Mike,

I agree with your approach. Even people that had planned to do some writing on their own will look at a good document and think “Why bother? This person can do it so much better than me.”

It seems like the more I share and give away, the more that comes back.

By: Apryl Parcher

Apryl Parcher — Wed, 10 Jun 2009 23:53:56 +0000

As your Apprentice, Mike, I’m learning that lots of your nuggets of wisdom are also paralleled by great copywriters, like our mutual friend, Bob Bly, among others (light bulbs are going off everywhere!).

Indeed, giving away choice nuggets of information is classic in copywriting–particularly in Direct Response–and so is holding back enough information to whet the appetite for more.

However, I’ve also found out from practical experience that it’s like pulling hen’s teeth to get some business owners to buy into this strategy in marketing. They don’t believe it works… that they’ll be ripped off by a) greedy customers, or b) sneaky competitors. It’s almost wired into them!

So here’s a question for you: Other than citing successful example statistics chapter and verse, how do you convince the close-to-the-vest company executive that may be thinking of having you write a white paper that they’re not stepping off the edge of the earth in divulging some of their secrets? Is showing them stats the only way? What if you don’t have a track record yet?

By: Chris Garrett

Chris Garrett — Wed, 10 Jun 2009 16:08:28 +0000

The more you give the more you get. Most people don’t want to DIY they want to pay someone to get the job done right. It’s always good to give prospects a free sample of your expertise, and if you do the job right then people think “wow, if the free stuff is this good …”
Chris Garrett’s last blog post..Join Darren Rowse and Chris Garrett on a Live Call

By: Joyce Dierschke

Joyce Dierschke — Wed, 10 Jun 2009 14:22:49 +0000

I’ve experienced this very thing. At first I was angry and felt that my ideas were “stolen”. But later I realized that even if some people take the information I provide and use it as if it were their own, in the end they don’t have the background I have. They will only be able to go so far, and the shallowness of their knowledge will eventually haunt them. I’m not sure I would want to work with those types of people anyway. I’d rather target those clients that Mike describes - they see your expertise from the information you provide and understand that the best thing they can do is hire you to get the job done right.

By: Goran Giertz

Goran Giertz — Wed, 10 Jun 2009 08:23:02 +0000

I like the way you think Mike. One of your video clips from a few months ago also pointed out that by “giving away” solid value you do yourself a lot more good than harm. Of course you’ll always get the 2% that will try and use your information to go it themselves, but most people just don’t have the time, and by making them realize they lack the expertise (for lack of better words), you sure are creating yourself some great opportunities.