How Can You Benefit From The Power Of Free

Teaching your market has many benefits. Lets examine 7 advantages of educating your prospects for free, and how it can be an amazingly profitable strategy for you.

When I started my business at 2006 I was developing a website management system. The system’s main feature was being super easy to use. It’s second strength was automatically improving the site’s SEO.

Meet the uneducated customers

My target market was people who needed a website but had low computer and internet skills. A simple-to-use program was my solution to them. Most of them didn’t even have a website yet. That’s what I call today “Uneducated Customers“.

My offer appealed to these uneducated customers because it was an easy to use system that helped ranking well. They thought that it’ll be like magic.

They didn’t know better.

Once the website was launched, I sat down, one-on-one with each customer, and started teaching them the basics of SEO. I taught them why content matters, explained keywords, importance of consistency, articles length, back-links, multimedia…the whole lot.

I considered educating my customers a vital part of the business. Wouldn’t you?


Funny creators, customers. The more time we spent together discussing SEO, they more restless they became. The more thorough I was, the angrier they got. The more I educated my uneducated customers, the less satisfied they were.

I was spending my precious one-one-one time with each customer, trying to help them out. Still, none of them were happy. How could it be? Something was terribly wrong.

Simply put, this is what happens when uneducated prospects become your uneducated customers. Tweet This


The Amazing Advantages Of Educating For Free

Advantage #1: You Get Educated Prospects

This is kinda obvious. If you educate your prospects and your market, you will get educated prospects. More than that, you will get prospects educated by you.

This means you get prospects and leads that trust you and acknowledge your position as a market expert. How much easier will it be to sell to them??

Let’s compare educating an uneducated customer (someone who already paid you) Vs. an uneducated prospect:

A table comparing cons of uneducated customers vs. pros of educated prospects
Should you educate your Uneducated Customers, or your Uneducated Market?

Advantage #2: You Save Money On Refunds And Customer Support

As the comparison above shows – it’s not only easier to sell (and up-sell) to educated prospects, but it’s also much easier to maintain and support educated customers compared to uneducated.

Let’s assume that thanks to you, your customers will have a better grasp of the market and better understanding of how to use and benefit from your services and products.

By what factor do you think your refunds rate will plummet? 50%? 70%?

Maybe 300%?

Add that to spending far less time and money on customer support and you’ve got yourself a nice addition to your bottom line.

Advantage #3: You Become An Authority

When you spend time educating your prospects, it’s inevitable that you will become an authority in your market. Your expertise will be acknowledged, and so will your opinions (you should really have some of those!).

Being an authority is obviously a huge advantage. You’ll be converting prospects at much favorable rates, while being able to get top dollar value for your services.

You will also attract higher paying and more professional customers. That’s how you attract people who value…value.

And oh yeah, in this frame you will also have the upper hand in negotiations.

Advantage #4: You Build Trust And Form a Tribe

Build your own tribe of followers. (Getty Images/Photodisc/Michele Westmorland)

Once you become a constant stream of great information, amazing things start happening.

Don’t believe it? Just check what providing completely awesome information for free did to people like Ed Dale from the 30 Days Challenge or Pat Flynn from Smart Passive Income.

Both Ed and Pat have MASSIVE tribes formed around them. When they have something to say, PEOPLE LINE UP TO HEAR THEM.

Any new offer these guys make, is sold even before they open their mouth.

Watching their social proof in action as a side viewer is intoxicating.

You can have the same.

Advantage #5: You Become The Go-To Guy

Once you start building a tribe, you are gaining mass.

Mass means one thing: Traction. It’s pure physics.

The bigger the tribe, the more traction you get. The more traction you get, the more referrals, traffic, subscribers, buyers, customers, joint-venture partners and opportunities you have.

It’s physics!

Advantage #6: Your Knowledge Will Improve Dramatically

This is a lesson I learned when I was 14 years old, on a summer vacation job at ‘Teva Pharmaceutical industries’ AKA the largest drug manufacturer in the world:

The best way to learn how to do something, is by teaching someone else how to do it first. Tweet This

Creating and curating a constant stream of content will force you to get better, to learn more, to know more.

You will naturally start reading more often and more sophisticated content, which is generally a good idea when doing business.

The art of transforming something your read to something you teach greatly enhances your understanding of the matter.

And it will drill the material into your cortex so hard, it’ll never leave. This is knowledge that’ll stay with you forever.

Advantage #7: Giving Stuff For Free Is A Very Profitable Plan

For most people, having more educated customers, higher conversion rates, social proof, forming a tribe, becoming an authority and the go-to guy of the market is enough.

But I get it, you shoot for the stars. You want to make every minute you put into your business count. It OK. I have one word for you:


Repurpose: Anything you give out for free, you can also repurpose and sell.

Your webinar or Google Hangout? Can be later sold as DVD or downloadable material. Your great blog posts? Can become an Ebook or even a real book. You can also convert them to audio and sell them as audio CDs or as podcast pro-subscriptions. Your talks can become an agenda for a talk you give in conferences. Possibilities are endless. Be creative!

Bringing It Home: An Action plan

I strongly believe that reading this post won’t do you any good unless you actually take action. Tweet This.

So here are some steps for you to take:

Evaluation & Assessment

Self evaluation

Ask yourself these questions, and be truthful in your answers:

  1. Did I ever have a buying experience where I made a bad decision because I was uneducated? How did that make me feel?
  2. Did I ever buy anything else from that seller?
  3. Do I put my customers in the same position?
  4. Am I aware of the dangers that converting uneducated prospects to uneducated customers poses to my business?
  5. Am I an authority in my field?
  6. Do I have a tribe of followers?
  7. Who are the leaders in my market? What information are they giving out?
  8. How could I outdo them?


Actions to take

Here are some actions you should take in order to improve your position, and start reaping the fruits of educating your market (DO IT!):

Contact your customers

Contact your customers and ask them the following questions:

  1. What do they wish they knew before they purchased your product?
  2. What gaps they still have about the field/market or your product?

Start Publishing

Start publishing content, under these guidelines:

  1. Publish at least once a week an answer to a question that a customer raised in your assessment phase.
  2. This is great not only for market leadership but also for customer satisfaction and engagement.
  3. Be consistent! You’re better off doing it once a week for a year than five times within one week and no more.
  4. Publish information you wish all your customers knew.
  5. Whenever you stumble upon a good resource – blog post, video, article – that you think your market will benefit of – share it!
  6. You should also share these little gems with your cold leads. It’s a great door opener. Don’t send the email expecting them to call you back. Send it because you care for your market and your prospects.


Some good resources for you:
  1. The Challenge – Check out the more advanced modules for market leadership 
  2. Blogging Tips You Should Know (From Pat’s blog)
  3. Pat’s blog post checklist – How to make sure your content gets somewhere.
  4. Always Be Shipping – learn how to become a market leader. Not cheap but great information in a very concise manner (Ed’s course).
  5. Seth Godin’s blog
  6. The Only 10 Blogging Tips You Need To Run A Popular Blog
  7. Please share in the comments any resources you would add!

There you have it. Educating your market and non-customers for free has amazing advantages. As the oldest trick in the book of sales goes – “why don’t you give it a try?” 🙂

Yours truly,

P.S. If you enjoyed this post you should Join My Mailing List, so you can get notified when a new post is out. You’re also welcomed to follow me on Twitter or share your thoughts on Facebook.

The Most Inspirational Post On Twitter

Hi guys

I just wanted to tribute the tweet that inspired my the most, the tweet that really shook me and reminded me to take action and start doing, instead of planning. It’s simple but effective.

Here it is:

Yep, good old Ed. Utterly straight-forward, and I absolutely loved this tweet. In its pure simplicity, there’s a clear message – “You’re already awesome, stop thinking about it, stop studying more about it, just get going!”.

So, I decided to make it a motivational poster, which I’m sharing here as a virtual standing ovation to Ed. He’s professional, kind, funny and his enthusiasm is literally contagious! And of course – he KNOWS his market.

Keep rocking Ed, hope you like this one:

Uncle sam poster with Ed Dale's face saying 'I want you to start making stuff'

People! Please retweet and like if you find Ed inspiring. He deserves it 🙂


What risks should you take to build a career?

How to Take Intelligent Career Risk

I stumbled upon this fantastic guest post on Tim’s 4HWW blog. I love this quote. It strongly resonated with me. Most of us, if not all of us, have never let go of this mentality, that has been drilled in to our brain for thousands of years by evolution and mother nature.

We all try to avoid and minimize threat, but as we all know – threat is (and has always been) inevitable. So is it really worth playing it safe?

Probably not..

Win Mentoring from Reid Hoffman, Chairman of LinkedIn

This logic is ingrained in our brain: It’s more costly to miss the sign of a threat than to miss the sign of opportunity.

As economy changes and world become harsher, threat is becoming vital part of the trade, perhaps more than ever. What risks are you willing to take in order to survive and prosper in this decade? Taking on a lower salary job that will broaden your horizons? Moving to a different country? Letting go of a corporate job and following your passion?

I tried all of these (and avoided many others), and what I learned is worth so much more than the money I (have not) made. More also, had I not taken these risks, I might have not been standing where I am right now.

So what risks are you willing to take? How did the risk you already took pay off?

The Fire In Kibbutz Amiad

Hi gang,

Sorry I didn’t publish anything for a while. While working on my next post last Friday, my plans took quite a turn. This post tells the story. Nothing about copyright infringement today, hope you’re not disappointed.

Story starts here

It was Friday at noon. I enter the house and mutter to Julie, my girlfriend: “Do you smell smoke? I think someone is having a BBQ under our window!”. I get so irritated that I storm outside, ready to yell at whoever was stinking my house up. The smell is too strong for a barbecue. I look around.

Smoke. Lots of smoke.

“Julie, It ain’t no Barbie! I shout through the door. It looks like a conflagration!”. I see huge clouds of smoke just over the hill outside my house.

While trying to decide if we should call 911, a firefighter plane goes above our heads. “Well, I guess they already know”, we agree.

I go back in, and get my camera. By the time I get outside, the wind changes its direction. Smoke scatters. Instead of cool shots of smokey sky, I take nice macros of some scenery.

A nice macro shot as the smoke went away

Once I was done with the camera, I went back in, closed the windows and switched the air conditioner to circulate indoor air instead of its default outdoor settings. Nothing else required, all taken care of, right? I sat down to work on my next post, as I promised here.

A phone call

Just as I was getting some momentum going, my cell phone rang. It was my dad, who lives ten minutes walk away.

“Strange”, I thought. Dad always sleeps between 2:00 and 4:00 pm on a Friday, (which is like a Saturday anywhere but Israel). Why is he calling?

“Hi dad, I’m kinda in the middle of something” – I answer the call. “Did you hear? We are ordered to evacuate immediately. Open the door and you’ll hear the firefighters calling”.

I open the door. Siren comes and goes. Then another one, and another one. A fire truck, a police car, and another police car. Then I hear them calling on their megaphones:

All citizens must evacuate their houses immediately“.

This was not a drill, or a joke. They where dead serious, and spot-on. Minutes later, while I was standing outside my house, staring at the ever-growing number of police cars and firetrucks, I started coughing. The smoke was becoming very thick.

You have five minutes to evacuate your home

I went inside. My phone beeped. SMS message from the emergency services – “All citizens must evacuate their houses, with no exemptions. The local council has sent a bus to take all people who don’t have a car”.  Oh my god. This is for real.

What do you take with you, when you have no idea if the house will burn down and what will remain?

Julie and I take out me little trolley. We throw in our iPads, laptops and cameras. Something’s missing. “Clothes!” Julie says, and we throw in some underwear and some tops. “Passports! IDs!” I shout back. That’s it, we take another glimpse, I snap my iPod and key chain, and we’re out the door.

Julie starts the car. “Where to?” she asks. “Out of here!” I answer.

Pedal to the metal

We leave the Kibbutz and drive up north. Go through a smokey cloud. And another one seconds later. We realize it’s a huge conflagration and wonder what’s gonna happen, and if our home will survive. It’s surrounding it from three different directions at the same time.

We decide to stop debating about what we left behind, as what’s done is done. We stop to eat something, and settle in a friend’s house, waiting for news to come.

Rumors, that’s all we have. One channel says the firefighters got it under control. Another reporter on a second channel says it’s completely out of control and there is a serious danger that all of the village houses will be burned down to ashes. We open the web browser at our friend’s place, and check out for news.

“All roads leading to and from the area are closed”.

Getting better information

I call the radio station I used to work for. “Hey, do you need someone to operate the news desk? I’m close to the studio and don’t mind to pop in and help”.

The station usually broadcasts recorded shows on Friday and Saturday. But now, many people might be looking desperately for some news while driving their car away from their (soon to be) burning houses.

And from another angle – if I operate the news desk, I get access to people who actually know what’s going on. The beauty of journalism, right? Sadly, they already have someone on standby, and I am left with the rumors.

Time goes by, so slowly

An hour passes, then another one. My parents only got two kilometers away before the roads were closed down. They’re with my grandpa, standing in a traffic junction seeing it all in action. My grandpa, a holocaust survivor, being urged again out of his house, with no time to pack without a clue if he will have a house to come back to. It’s painful for me to even try to imagine what goes through his mind.

At 5:45 PM the phone rings. It’s the radio station’s manager. “Can you get to the studio by 6:00?” she asks, and I answer with no hesitation. I rush Julie and Chloe (our dog) to the car and off we go.

A confused and worried Chloe

First think I do when I arrive is to call the spokesman of the fire dept. “There is no longer any danger of the fire reaching the houses”. Phew. Breath in, breath out. I can calm down a bit.

Back home

We were back home as the night fell. We could still see roaring fire, and at 2am one fire truck was still at work, tens of meters away from the house.The fire kept on burning during Saturday, Sunday, Monday and even Tuesday dawn.

At the end of the day, the house was saved. None of the houses in our Kibbutz (read: village) suffered major damage. The conflagration was brought to a halt just about 50-100 meters away of our home. Same goes for my parent’s house, just 200-300 meters away from theirs.

The ground left after the fire.

Everything smells now like one big cigarette, and everything outside is covered with soot. Most of the trees and flowers are gone, and the ground has basically become coal.

Flowers covered with black soot

Still, it could have been so much worse! Yes, I lost a day or two worth of work, and had some cleaning to do, but that’s nothing compared to losing the house or god forbid having anyone injured.

Still, going through this experience, I’d love to hear your thoughts.

If you were in my position. What would you pack if you had only five minutes to evacuate your home? How would you handle it?