Another powerful strategy to get clients from your website for your business is by using the law of reciprocity (the law that says if you give me something I want then I am more likely to give you what you want in return) to quickly demonstrate the value of your product or service.
The best way to do this is by giving something of extremely high value away for free. It must be something your ideal customer would spend their hard-earned money to acquire and it must solve a problem for the customer that you are able and willing to solve.
That is to say, there is more that you can give away than free eBooks and consultations.
One example is that as a baker looking to get in more customers you can give away free samples of your best-selling sourdough bread, or any other product, on a certain day. You might even decide to share a recipe you are fond of with your customers.
You could send the recipe via a downloadable pdf document from your website or even have customers visit your website to place their order for your free sourdough bread sample. By doing this you will be growing your email list and giving customers an incentive to visit your website and see all your other delicious products (and your personal story to build trust from strategy one) that will be of higher value to them now that they have tasted how great your sourdough bread is.
This is the same strategy that many software companies use when they give you a free trial to an entry-level offer of one of their services or plans.
Now that you’ve established trust by telling your personal story to your website visitors and they have tried your product or service for themselves they will have most of the information they need to reasonably choose your business over the competition.
They now know for themselves who you are, and how great a job you do. They’ve tasted it (following up with the example of the bakery used earlier) themselves and now they are ready to become regular customers.
But there still will be a select few who are not yet convinced. To convert this minority, we will use social proof to position your business as the ideal option or choice.
