“Viral Marketing” seems to be the in phrase. Maybe you have already tried some YouTube viral marketing and given up when you discovered nobody wanted to watch your video because it didn’t feature cats doing silly things.
But viral marketing is by no means restricted to YouTube. There are many ways to achieve it, and if you are successful it can make an enormous difference to your practice.
One very good viral marketing technique is to write an e-book with valuable information in it, and give it away free. If the information is valuable enough you will find lots of people will be happy to accept it.
The idea of giving away something for nothing has been a staple marketing technique for many years. In many cases, though, the free gift hasn’t amounted to much. Also, you usually have to “like” a page in Facebook, which means your timeline is now going to be inundated with posts that are pretty much advertisements in disguise from the page you have liked, or you have to give your e-mail address and permission to the kind donor to market to you.
I am not saying you shouldn’t use these techniques, but if you do use them you should make sure your gift is valuable and will be well received. You should be aware, though, that this isn’t viral marketing.
With viral marketing you want to encourage whoever receives your e-book to give it away to other people.
One way of doing this is to allow them to modify your book and then give it away. Perhaps they would like to be seen as an accomplished author. They can take your e-book, put their name on the cover, and then send it to their friends and colleagues as if they had written it. When they give it away like this they also allow those friends and colleagues to do the same. As long as the information in the book is very useful this is a great way to make it go viral.
At this point you probably think I have gone mad. Why would you want to allow someone to take your valuable material and then distribute it as if it were their own? What possible benefit could that be to you even if it does go viral?
The reason this strategy works is that you will include links in the book back to you. For example you may have a paragraph at the end of the book saying that if the reader wants some help in putting into practice whatever you are writing about they should contact you. Then you give your telephone number, e-mail address and any other contact details you wish to give.
Yes, it is true the person you have sent the book to could change those contact details. But why would they want to do so? Unless they are a specialist in your field they won’t want people contacting them for help. And you probably won’t be sending the book to someone who is a specialist in your field. Why would you?
The topic of your book could be anything your practice does for its clients. Give away a lot of helpful information the reader can put into practice without having to contact you for further information. If they have to contact you in order for it to have any use they will just regard it as a sales gimmick rather than a useful free gift. Some people will just apply the principles and never get back to you. But many more will realize that although they can do this themselves it would be far better to get professional help. And at the end of the book there are contact details for a professional who will help them.
This is a far better approach than simply sending out a brochure. People will find it useful and will be grateful, so they are much more likely to want to come to you for advice. And it is much more likely to go viral for you than a brochure ever could.
I have even had my team create for you a free e-book you can modify and send to your clients and prospective clients. It tells them why they need Lasting Powers of Attorney and exactly how to get them processed. Everything is in there, including detailed instructions on filling in the form that is then sent to the Office of the Public Guardian. It is a substantial, valuable, 42 page book. Most people who read it will decide it is a bit too complicated for them to do themselves, and they will therefore want someone to turn to and help them all the way through the process. You will put your company name, linked to your website, your phone number, and your e-mail address in the final two paragraphs. You will therefore become the “turn to” person.
To obtain your free copy of this guide, which you can modify and distribute as suggested in this article, please click here.
Once you have got the hang of this you can then write similar e-books yourself. Or contact us and see if we have written anything else you can distribute in this way.