Many business owners fear sharing information because they think that by giving away their secrets they will decrease the customer’s need for their services. These business owners want to make sure that they are valuable, and their knowledge makes them have value. However, by keeping this information a secret, they are not allowing the consumer to know just how valuable they are.
Becoming the Authority
The problem is that you can’t claim the ideas that people don’t know are yours. If you are running a business, and you have all this insight and knowledge that you have accumulated over the years, but you don’t let people know about it, you can’t claim to be the authority in the business. You aren’t letting people know that you have the answers they seek.
If the consumer goes to your site and you have hidden all your pearls of wisdom from them, how will they know that you are the right team for the job?
They won’t know that you have had numerous years in the business, that you have developed a complex, but effective procedure that cuts the delivery time in half, and they won’t know that you can provide them with advice that they can’t get anywhere else.
That is why posting quality content has become so critical. Blogging, podcasts, videos and infographics offer businesses a way to show off their knowledge and add value for the customer.
What’s the solution?
You need to learn how to use your knowledge and time like a professional or expert in the field. When creating content for your website, you want to make sure that you are offering information that is valuable to the consumer. However, it shouldn’t be the regurgitated stuff that you read in other places. It needs to be your original ideas, processes, thoughts, and style. It should be about you and what you can bring to the industry. Offering your secrets and information allows you to claim these ideas as your own, even if there are other people stating the same thing.
Turn your knowledge, experience and information into the cornerstones of your practice and allow your point of view to become the leading theory on matters relating to your industry. You want people to know that you have the answers. Bring the consumer value and it will go much further than what you may have gained from keeping it a secret.
There is a point where too much information is a bad thing. However, the idea here is that information is just the first step in the process of building trust and authority.