That’s right, you got it…give it ALL away! Give away all your CONTENT. That stuff you think is so valuable that everyone should be paying you for it because you want to sell it and make some money. Today, in the “Customer Economy”, it doesn’t work. Today content is free…even your coveted content. I can get it…others can get it…so why not just give it to us and demonstrate your leadership in an area?
But here’s the $64,000 question I get asked all the time…”If I give it away, what is it I have to sell?“
Your value is in two areas…EXECUTING the content through your services and…the EXPERIENCE you give to your customers when executing. Your expertise in executing the content to MAKE YOUR CUSTOMERS LIVES BETTER is the secret sauce, not the content.
This is the Customer and Trust Economy…it’s all about how you can help make your customers life better than it was before they met you. But they can’t do that if you won’t give them your content. When you do, you start to build a higher degree of trust, which is fast becoming the most valuable asset a company can assemble…Customer Trust.
We also live in the “Trust Economy” where the outcome of Trust is Word-of-Mouth. No one spreads any credible word-of-mouth unless they trust you. You build Trust with Content, Execution, and Experiences.
Help your customers have better lives and better businesses. They not only won’t forget about you, they will talk about you…a lot…on social channels…to the audience you want to connect with. That’s much better leverage of your content…in the hands of lots more people…given to them by a trusted source.
This is at the heart of how the Customer Economy operates…just Give it ALL Away…the rewards are immense.
