In the Caribbean, we maintain a distinct fear of being ripped off, especially when it comes to someone else “stealing” our ideas. In this article for the Sunday Gleaner, I argue that it’s better to give away ideas in order to generate leads, than it is to keep them to oneself. Giving them away allows for new ones to arise, which keep the flow going, and actually improves the quality of the ideas.
One remarkable difference between doing business in the United States and here in Jamaica is many of us are obsessed with holding on to ideas. As professionals, we keep innovations close to our chest, for fear that ‘s’maddy might tief dem’.
I hear this complaint from people who should know better. The conversation often goes like this:
‘My sales are down. This recession is killing me. The usual techniques aren’t working – cold calls, advertising, discounts.’
‘What about putting your best ideas together in an opinion piece to the business editor of The Gleaner?’
‘An mek s’maddy tief dem? Yuh mad?’
Then, out comes a story of the long hours he or she spent on a proposal, which a client turned down right before taking the ideas and using them anyway – for free.
I suggest a bold counterstrategy. Give up the fear of being ripped off, and forget about holding on to your ideas. They aren’t yours to begin with, and the more you hold on to them, the fewer you’ll generate. Stop playing defence, and instead go on creative offence by burying your listening audience with new ideas.
Over the past eight years, I have produced hundreds of articles, blog posts, YouTube videos, podcasts, white papers, presentations, online training, and books while trying to share my very best ideas in this column. More than 95 per cent of these individual pieces were produced for free.
My recently launched book, for example, was available for free for five days. More than 3,000 people around the world received the book, making it No. 1 on the list of free books in its category.
When people ask me if I’m crazy to give away so much, here’s what I wish I could explain: The ideas aren’t mine (or yours).
Where do ideas come from? I’m a bit of an intuition junkie, and I listen keenly for new insights – as soon as they pop up, I capture them. They have fuelled my business for 20 years and are the reasons I can produce new content freely today. I have a long backlog of fresh topics.
But, this wasn’t always the case. Before moving back to Jamaica, my business partner complained that I never contributed to the company newsletter. It was true: I never did. To me, writing was a nasty chore. She had a gift honed by a Harvard education, and I did not.
On the eve of my return, however, I began to write a blog about the move, and found that I couldn’t stop. It was the beginning. But the impetus didn’t come from me.
So where does inspiration come from? My short answer is that they don’t come from me anymore than air or water do.
Instead, like the earth’s elements, they come through me. Trying to hold on to them is a mistake. Giving them away actually allows more of them to come. Like most other things that truly matter, they come from God, the ultimate source.
All I have to do is never block the channel.
TURNING IDEAS INTO SALES
We are in the most desperate of economic times. I have had more sleepless nights in the past 12 months than in the past 10 years of my life, all related to the future of business here in Jamaica.
One thing I long for, like many business owners, is help. Preferably free.
Your clients also need help, especially in these times. Preferably free.
How can you deliver the ideas that God has loaned you in a way that builds your business revenues?
1. Start with your prospective clients’ problems. In your head or on paper, brainstorm the difficulties they have and the gaps that exist in their information. Look carefully at the decisions they can’t make because they don’t have a process.
If you hang out with these questions long enough, your experience will bring you to some of the answers.
2. Pick a single problem, preferably the biggest one, and find a free, popular channel for your message, such as a blog, YouTube or Facebook.
3. Get enough feedback to make your content interesting and as attractive as possible.
4. Before it’s absolutely perfect, stop working on it, send it out and start working on the next edition.
5. When you gain a bit of a following from your clients and prospects, start asking for their email addresses in return for continued and guaranteed early access. Take the prospects and qualify them; then, convert them into clients.
The process I have outlined here is simple, but as you probably know, the difficulty doesn’t lie in the technology. It’s in having the right overall mindset. Work on that, and the rest is easy.
Here’s the link to the article: Try This Revolutionary Sales Technique – Give Away Your Secret Ideas.