A great piece of advice I read yesterday. From Jay Abraham.
You can’t discount your way out of a marketing problem — you need to educate your way out.
Yes...I write a TON of copy to get readers to take the next step in the sales process. I also write white papers, special reports, and other 'educational' pieces. The goal is to set up the company/individual as THE expert. Information is also an incentive to get email addresses and other valuable data.
Discounting can be an admission of marketing defeat. "I can't get the business in the door so I have to discount." I can see that with discontinued merchandise, etc. But avoiding discounting and especially avoiding price wars is a sign your marketing is humming along. A couple of thoughts...
- I think it's perfectly fine to offer a discount as a 'bribe' to get data or encourage someone to try the product/service.
- However, if you can get that data by giving away information, it's even better.
For most companies, some type of free information is a must.
As I rebuild my website, one of my goals is to build a big library of free information. You can see the start here.
I'm a direct response copywriter based in Charlotte, North Carolina. I specialize in providing copy and content for the direct marketing environment--for clients around the world. Enter your info to the right for my free series: Seven Steps to High Converting Copy. Or contact me here.