Knowledge is free, time costs extra

In modern marketing, there’s a saying that you should give away your knowledge, but never give away your time.

I encourage all of my clients to publicize their process to potential clients. This means creating service packages and a pricing structure that is clear, honest and transparent with pricing to match and making this information as accessible as possible on their websites.

I also encourage my clients to create helpful, free content based on their audience’s needs.

‘But if I put my process out there, won’t others just copy it?’

‘If I share what I know for free, why would anyone want to buy from me?

Both valid questions. Copycats and lurkers abound online.

And if your process is the sum total of your competitive advantage or if your grasp of theory and concepts is your core competency, you do have something to worry about.

But I suspect you have more to offer than that. Your competitive advantage is your unique world view, the sum of your experiences, the way you show up for your clients, the energy you bring to create great work.

“Do not covet your ideas. Give away everything you know and more will come back to you” - Dan Arden, It’s not how good you are, it’s how good you want to be.

Lurkers

There will always be lurkers. Those who subscribe to your email list or download your free guide who won’t buy from you. They will return to your site again and again and never pay you a penny.

Why are we so afraid of the lurkers? We look to them as evidence that creating and sharing our insights is a pointless exercise. That we’re giving away our expertise. Yet, in one form or another, we’re all lurkers to someone.

How many emails do you read from that expert before you buy? The truth is you probably never will. Why? Maybe their prices are too high. Or maybe, everything they tell you, you already know.

Maybe, you’re not the person they’re trying to sell to.

When thinking about whether to share your knowledge, to whom and where, instead of thinking of it in terms of growing your customer base, think of it as growing a movement.

So why might the lurkers eventually buy? Because they trust you. Because they somehow feel like they already know you. Because the movement you have created around your service is impossible to ignore.