Being heard in a noisy, digital world is hard enough.
- Why do we make it even harder by keeping our business to ourselves?
- We are so afraid someone will steal our secrets, we slam the door on communication
Raise your hand if you have ever heard this?
- We don’t want to give away too much
- We don’t want this in the hands of our competitors
- Why would anyone want to buy anything when we give it away?
Trust me ~
Your business communication isn’t that proprietary.
Often Imitated
There’s a phrase made famous by the Dallas Cowboys cheerleaders.
Often imitated – never duplicated
Before coming on the field, the Dallas stadium announcer introduces the squad with that pat phrase.
If you are a fan of National Football League football, you know what he means. You may not agree with it, but you understand it.
What started as a novelty with the introduction of the Dallas Cowboys Cheerleaders in the 1960s, today is an imitation of Cowboys-style cheerleaders by 27 out of 33 teams.
Does that diminish the Dallas cheerleading squad? You be the judge.
I have my own phrase for clients who fear imitation.
Just because others know what you do does not mean they can do it better.
Breaking Down Barriers
Another tactic designed for protecting business secrets is limiting access to reports, white papers or other forms of business communication.
- Some businesses charge for download
- Others require registration
I understand registration for capturing leads. I’m not sure I agree with it. But, I understand it. However, some businesses go beyond registration to limit who receives access to downloads.
I’ll let you in on a secret. Your competitors are going to get your downloads anyway. Why tick off potential leads by making them jump through too many hoops?
Giving Thought to Sharing
Sure, there are times when you charge for business communication, like customized analysis.
But, sharing information that others are seeking brings huge rewards.
- Shared information builds visibility for your business
- You become recognized as a thought leader, an expert
- Your business communication is the introduction you have been trying to get
Give thought to sharing your business communication.
So what if others imitate you – believe in your business – it shows.
What do you think? Is there too much sharing going on?
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Excellent point Cathy.
Customers come for the product, but they come back for the service.
It’s not what you do but how you do it.
Also, if no one’s trying to copy you’re work that’s a sign it’s probably not that good.
LOL, good point about the copying, Darnell. 🙂
It’s an old-school belief (in my humble opinion) that you have to keep your information out of the hands of the competitors. But, I think as long as there have been competitors out there, they have found ways to get their hands on your stuff anyway. Now with all the online sharing, it’s easier than ever.
So, you might as well make sure it’s worth copying. 😉
Thanks for your insight, Darnell.
Cathy, I lean strongly toward sharing more information, although that doesn’t mean giving away everything.
I have important information in the books and e-books I’ve written that I share on my blogs, but I don’t put the entire contents of my work there — interested people will need to pay for that.
I think we are probably on the same page, John. My issue here is where many businesses draw the line at what they define as too much. I often find they want to hold back more than they share. To me, share most and keep the finer points for the paying customers.
Thanks for your perspective, John.