I like win-win scenarios. Today I want to turn your attention to a one that can work for any holistic business – when it’s properly applied!
I’ve seen far too many well-intentioned, holistic business people, sabotage their success by helping others at their own expense. If you are trying to sell milk, it’s in everyone’s best interest that you stop handing out free cows!
A better approach is to use the pink spoon concept to offer a no-risk, free taste of what you do.
The pink spoon concept was pioneered by Baskin-Robbins ice cream shops. Whereby you, the customer, could ask the ice cream scooper behind the counter for a free sample of any of their 31 flavors and have it cheerfully handed to you on a puny pink spoon. A brilliant method for increasing sales by eliminating risk. No more ice cream-buyers remorse!
The pink spoon method can work in any business provided you actually use a puny pink spoon and not a big pink u-haul for your giveaway!
But, it’s good to be generous, right?
Yes. Unless it’s taken to an extreme that fully depletes the giver.
You are the expert at producing good stuff with your cows. If you start giving away an entire cow to everyone you meet, it might help a few folks, but think about the impact to the countless others you’ll never help once you’re out of cows!
In other words: keep giving away you’re resources and soon you won’t be in a position to help anyone. You’ll be out of business, and when that happens, no one is being fed – not you or the people you so eagerly want to help! That’s a lose-lose situation :/
So let’s look at how you can create a win-win instead, with a pink spoon of your own.
A good pink spoon item will do the following:
- Showcase your knowledge and expertise, thereby positioning you as the “go to” gal or guy for results in your field
- Provide valuable information that can have an immediate impact on the recipient BUT
- Limit that valuable information to the “what to do” category and save the “how to do it” for paying patrons
Let’s take a closer look at these:
1. Showcasing your knowledge and expertise is not the same as being boastful or egotistical (unless you happen to be an arrogant bugger in general, in which case, I doubt you’d be reading this because I just don’t attract such folks!) This is about educating. Everyone knows stuff. But none of us knows everything. If you know stuff that I don’t know but could help me solve a problem, then I want to know that because I want my problems solved ASAP!
Even if I’m not currently suffering from the kind of problem that you solve, I may be someday. How will I know to call you when that happens unless you’ve made it clear to me that you are the expert? Don’t make me call someone else!
2. Provide valuable information that delivers immediate impact, just like I’m doing here. I’m explaining an important marketing concept, why it is important and the parts that make it work. If you apply what you are learning, it can have an immediate impact on your business.
3. Confine your free taste to “what to do” and leave out the specifics of “how to do it.” The idea is to whet the appetite for more. I know you reeeeeeally want to help people. We all do. But it took you a long time to become the expert that you are. It doesn’t help to overwhelm people. Please refrain from unloading everything you know in the first encounter!
The adage, “always leave your audience wanting more” works well here.
It is possible to deliver a well-crafted free taste without overwhelming. Next time I’ll talk to you about the different forms your free taste can take and how to know which one is right for your business.