Why You Should Resolve to Give Your Brilliance Away in 2020

Yep. You heard me right. Give it all away.

2020: new year, new you, right?

You might’ve immediately thought of minimalists or movie stars living with a single couch in a huge empty living room. That’s not what I’m talking about giving away though. Who’s actual style is that anyways?

I’m actually talking about your mind. All the goods you’re storing up in that big ol', beautiful brain of yours.

I’m talking about your tricks, your secret sauce, your insider knowledge.

Now, would I ever tell you to get crazy and list every product for $0.00, um, no. Hello, you’ve gotta eat. But I would argue that your business’s success is directly related to what and how much you’re giving away.

The tendency of small business owners is to hold onto the information that helped them rise to the top. I know, because I’ve been there. I’m turning over a new leaf because that mindset is rooted in believing someone will steal your ideas, or run ahead of you and accomplish what you want before you get there. You work so hard for your business, it literally makes you sick to think someone would do it before you or rip you off. I know those thoughts, and while there may be some truth to them, I believe there is space for everyone, even if you provide similar things.

I’ve watched many a New Years pass by without much change or effect to the rest of my life.

This year though, I want to challenge you to take a similar challenge as me. Give. it. away.

What does a behind the scenes office view look like?

How can your audience connect more intimately with your team?

What topics do you know about that could provide value or change an aspect of your fan’s life?

If you bake the most beautiful cakes in your city, what would it mean to your customers if you started a blog writing about your favorite flavor combinations? The easiest ways to make cupcakes look professional? The add-ins that will take a box mix from blah to BOOM?

If you sell sporting equipment, what if you created a small brochure for your in-store customers that gave tips on using the equipment beyond the basics or for different endurance levels? Are there interviews or reviews you could gather from your athletes on their opinions concerning some of your best sellers?

If you are a service provider, in finance for instance, what if you created a simple budget planner and provided it to your potential customers and your warm network? Or what obstacles are most prominent when it comes around to tax time? Do your clients have a system for tracking or reporting their yearly expenses? Give it to them!

The best business owners find the fine line between what they sell and what they know.

The bakery owner and financial planner aren’t giving away cakes and their services, but they have knowledge that goes hand in hand with their product... and here’s the kicker, could be used by anyone, whether they are a customer or not. At the end of the day tremendous value is tremendous value, which means more than simply your customers and clients will benefit from it. As you offer value, over and over and over, to your email list, potential customers, and prospective customers you’ll find that your business will grow. Slowly you’ll see people begin to view you as an expert in your field.

The more you give away, the more often you’ll come to your potential customer’s mind. In turn, your customer will not only grow to respect your opinion on what your industry offers, they become your raving fans and sometimes even turn into your best customers.

When I think of this concept, I can help but think of Ju.

Aimlessly scrolling social media one night I came across an ad for a mini course she was offering for free, “Create a Home You Love.”

We had just moved into our house the month before and it felt a bit like a hospital. White walls, tall ceilings. While beautiful, it didn’t feel like us. Little did Ju know, creating a home I loved absolutely applied to me and I was happy to see what she suggested.

I enrolled in her course, completed the free mini lessons, and was invited into a small facebook community she hosted. The mini lessons walked me through exactly how to chose colors, styles, patterns, and textures, but considering I’m no interior designer, I was lost. Luckily, Ju knew who her ideal customer would be! She offered, from a live stream, a small consultation of any room in your house based on your results from her free mini course.

The time Ju invested was not minimal. She put time and energy into providing the best (and most customized) experience for anyone in her page, whether they were a paying customer or not. She made her customer (me) feel as though I had her full attention, answering any of my questions, consulting my interior design one-on-one, and offering budget friendly suggestions for our space. I understand everyone’s audiences aren’t small. Perhaps you can’t offer one-on-one value, but could you provide value to the masses? A podcast, newsletter, or blog?

Needless to say, my living room decor is still a work in progress, but is on it’s way to look exactly like Ju suggested! I finished the consultation and could not believe the amount of value Ju provided as an expert in her field. You better believe everyone within 20 foot of me has been told about Ju, her Facebook community, and her expertise. I’ve even had people in my network reach out to Ju and purchase her full consultation membership.

Now, although I did not personally buy Ju’s services, I love the information she has provided and there may be a day in the future I do buy her services. Here’s what I want you to hear, because she gave me way more value than I realized I would get, I became a raving fan, resulting in sales for Ju and great looking homes for people in my network. A win-win and all because Ju was willing to give value away.

So what would this process look like in your own business?

Could you create templates, easy to use spreadsheets, or graphics that your community would love to have? Could you hop on a phone call with someone in your audience to hear out their pain points? Could you send a note to anyone that has referred your services to others?

Start with your current customers and audience.
What questions come up most often from your ideal customers?
Is there a way to creativily answer that question while also providing tremendous value through a PDF, guide, or short video?

I love to hear how you’re sharing your brilliance with the world, so send me your ideas!
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