Test your marketing & PR knowledge along w Annie Jennings. Annie notices an expert is taking a big risk in his marketing & examines the pros & cons. Is it a good idea to offer $6,000 per hour consults for free to get new clients? Let's find out!New York, N.Y., December 1, 2010 — MARKETING PUBLICITY Riddle For Annie Jennings PR – Should This Expert Offer $6,000 Consult For Free?
All right, let’s get inside the mind of Annie Jennings and find out what she thinks of this marketing scheme:
HERE IS THE MARKETING SCHEME: Expert business consultant advertises he will give his $6,000 per hour consulting services away for FREE.
Annie’s first thought is that this comes on top of all of the other marketing schemes packed with free offers of $60,000 or more worth of free stuff when you sign up for a Teleseminar or buy a $20 book, and initially it seems ridiculous.
(Why is Annie referring to this approach as a scheme? It’s a funny word to use. Annie says the reason is that “it feels like something other than real marketing. It feels like a trick.”)
So Annie decides to look up the word “scheme” just to see why the word seems to describe this marketing method.
DICTIONARY MEANING OF SCHEME: A secret and cunning plan, especially one designed to cause damage or harm.
But let’s take a closer look at the “scheme-strategy”.
Let’s ask a question: Is it possible to offer $6,000 worth of consulting services for FREE and make it work for you? Annie says this is what you need to MAYBE make this work:
1. You have to be a HIGHLY ESTABLISHED and RESPECTED EXPERT in your target market with serious name brand recognition.
2. Your target market MUST HAVE complete certainty you really do charge $6,000 per hour (not just pretend to for purposes of your marketing scheme) and everyone needs to know this in advance for sure.
3. I REPEAT: You have to really bill $6,000 per hour and have billed this way consistently over time and not just wish you could.
OPPSIE: Now, let’s look at some of the ways this marketing approach can backfire. For starters, you better hope the client (or clients) who have paid the $6,000 per hour does not see your offer.
After all, how would you feel if you paid $6,000 for something and then find out you could have gotten it for free? It’s crazy and confusing.
THIS CAN HAPPEN: Plus, it gets people thinking that you should refund the money of everyone who paid $6,000, right? It gets even worse. Your prospective clients are getting really mixed signals and that weird nagging feeling in their gut that:
1. You are desperate.
2. If you have to give away your $6,000 per hour services, then you are not worth the price.
3. If you were worth $6,000 per hour, why are you marketing like this? (I told you it was crazy and confusing)
If the market has established your worth as $6,000 per hour by actually PAYING IT, then you don’t need to make this offer, because I would think at this point, there would be better ways to get new clients.
At the end of the day, this expert certainly gets attention, that’s for sure.
But I think it is the wrong kind of attention. All heart, Annie
http://www.anniejenningsbookpromotion.com for book publicity, book promotion, book marketing and author publcity
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Contact InformationAnnie Jennings
Annie Jennings PR
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Belle Mead, NJ 08502