Dave Thackeray and I first met when he interviewed me in September 2010 by phone for a podcast he was creating for RCIVentures, the website RCI maintains for timeshare and fractional real estate developers.
Since then, we have exchanged occasional emails. Over time, I became a follower and fan of Dave on the internet where he commands international respect as a journalist, broadcaster and expert digital marketer.
Dave and I met again for a second trans-atlantic podcast interview in late June 2012 shortly after my return from Russia.
When I learned that he had just written two ebooks available on Amazon, I immediately wanted to review them.
The first review appears here. The second will be next week.
~ David M. Disick
Why the Best Businesses Are Giving Everything Away
—And How You Can Too…
In this book, Dave Thackeray offers to teach his readers how to grow their business and even how to grow themselves.
- “Tools, tricks and techniques for doing better by using the internet”
- Some how-to’s for becoming “the authority in your industry” and
- Why “giving all your ideas away is the biggest competitive advantage at your disposal”
True to his word, Thackerau delivers on all his promises—and then a whole lot more.
The author explains the importance of fostering customer and client relationships based on Trust, Engagement and Loyalty. (Tel more. Sel more.)
You may become a sharing superhero by being a “content concierge.” This is someone who offers clients relevant, hard-to-find information that adds extra value to the business relationship. In this way, loyal and even inter-active “customer communities” can be formed.
Content consists of these categories:
- Created—original, self-produced
- Curated—selected from materials generated from other sources and used by permission or attribution
- Aggregated—one’s interpretation added to information and ideas supplied by others (This content category emerges in Thackeray’s companion book, but deserves mention here.)
Of course, content may also be repurposed by adapting it for transmission across different distribution channels, such as social media, blogs, podcasts, etc. These accepted alternatives to creating entirely original content are a godsend for busy, guilty bloggers.
While serving as teacher, coach and cheerleader, Thackeray convincingly demonstrates his mastery of digital marketing. He guides business owners through podcasting—his personal passion, blogs, ebooks, newsletters, webinars, slideshare presentations and more. He even presents practical steps for managing and scheduling items on one’s content calendar.
Thackeray’s ginormous, curated list of internet resources—including the little-known LinkedIn Answers that can help establish your reputation as the go-to expert in your field—is in itself well worth the tiny investment in this valuable tome.
“But,” you may ask, “how can anyone sustain a for-profit business by giving ‘everything’ away?” The author provides several answers:
- Thackeray clarifies that he uses the word “everything” to refer to the information leading to the sale, not the sale item itself. In a bold, shameless act of business transparency (or charming, naked salesmanship), he cites, as an example, writing a book and giving it away so that people impressed by your expertise will want to work with you on a paid basis in the future.
- One can offer an incentive of content just for subscribing to your company’s weekly—or even daily—newsletter. Relationships can be established with today’s list members who may become tomorrow’s customers after repeated visits to the company website. These customers, artfully nurtured through social media contacts, can participate in focus groups or mastermind groups and can ultimately serve as your “word of mouth” sales force.
- Even when the information you give away is very valuable—or considered proprietary, most people lack the resources or inclination to put your content into practice. Having learned how much training and effort it takes to solve their problem or get their job done, they gladly hire you, the expert.
In yet another response to this question, Thackeray waxes profoundly philosophical.
“Everything you know today is just an accumulation of stuff and is probably weighing you down. It may even be preventing you from growing…”
[He cites the analogy of a snake emerging refreshed after having shed its skin and suggests viewing a speeded up YouTube version of the lengthy process. I’ll take his word for it.]
“Whether or not you realize it,” he continues, “your expertise right now is baggage…But it’s valuable baggage, and by giving it all away you’re not only moving the game forward, you’re freeing yourself to advance and take your game to the next level of awesome.”
“By giving away [your information], you’re carrying a lighter load…and you’re ready to put those years of knowledge to the test and take on new opportunities that suddenly present themselves as you carry others across a new land of learning.”
“When you start sharing all that you know, you’re already in the thick of …concocting and taking action on a new plan.”
[This] “is why it is no longer intimidating to give your intellectual property away. Whatever you share has not only been experienced and used by you to the highest level, but it’s also a donation that will stand out in people’s mind as the epitome of kindness and selflessness that [sets you apart] from any competition you might previously have feared.”
What can one say in response to such brainpower, other than, “Wow!”
What are your experiences with sharing free, valuable business information? Do you have stories to share with your fellow readers? Jot them down for us below.
Treat yourself to hearing and seeing this uniquely informative and entertaining person in action. You’ll find Dave Thackeray’s enthusiastic voice and sunny personality at his eponymous website.
And when you seek digital solutions, contact him. Dave Thackeray can accomplish just about whatever you need—with consummate professionalism and inimical British wit!
David M. Disick, Esq. helps fractional real estate developers secure financing. He is based in Orlando and serves clients in the United States and abroad. Contact him at TheFractionalConsultant.com.