Why Giving Away Free Content is a Smart Business Development Approach
When I first started my business, someone told me I was giving away too much information – that is, info and resources for which I could’ve been charging. Many attorneys fear that giving too much away for free will diminish their book of business. After all, if they give their prospective clients all the answers, why would anyone ever pay them for advice?
The benefit of your legal training, though, is that it is impossible to replicate three years of education and many more years of practical experience by simply reading a free e-book . You can give your client base ample information to help them understand their legal issues but at the end of the day, people will still need legal help. Giving them resources, then, will not replace you, as their legal guide and counselor. When it comes down to it, people with legal issues will still want to hire a lawyer – even if they have read an entire treatise worth of information about the issues they are facing.
Not to mention, by giving people resources and answering frequently asked questions, you can generate valuable leads: You are providing value beyond your legal expertise, because you are investing in human capital. YOU ARE SHOWING THAT YOU ARE WILLING TO SERVE. By taking the time to create resources for which you will receive no direct or immediate compensation, you prove to your client base and audience that you care enough to point them in the right direction, to share some of your expertise and knowledge without seeking anything in return.
That said, there is no reason to fear “giving too much away.” By sharing an e-book, white paper, blog series, or free downloadable guide, you are not relinquishing your hard-earned law degree. You are empowering people with information. And when it comes time to seek legal help, these informed, empowered people will remember you first. Win, win, win.