{"id":8471,"date":"2021-12-15T11:29:28","date_gmt":"2021-12-15T11:29:28","guid":{"rendered":"https:\/\/www.spaghettiagency.co.uk\/blog\/?p=8471"},"modified":"2026-08-31T17:04:18","modified_gmt":"2026-08-31T17:04:18","slug":"stop-hiding-your-secrets-theyre-not-secret-anyway","status":"publish","type":"post","link":"https:\/\/www.spaghettiagency.co.uk\/blog\/stop-hiding-your-secrets-theyre-not-secret-anyway\/","title":{"rendered":"Stop Hiding Your Secrets (They’re not Secret Anyway!)"},"content":{"rendered":"

\u201cHow much content sharing is too much?\u201d \u201cWhat should I keep to myself?\u201d \u201cI can\u2019t share everything, can I?\u201d<\/p>\n

Sharing your secrets online might seem like sharing the recipe to momma\u2019s secret sauce but this is 2021, not 1951. The internet is here and nearly all the secret recipes are now on it already. Keeping things to yourself doesn\u2019t protect you, it harms you. With content, anyway.<\/p>\n

What on earth am I talking about? Content marketing<\/a>. I\u2019m talking about content marketing.<\/p>\n

What is content marketing?<\/a><\/p>\n

\u201cContent marketing is a form of marketing focused on creating, publishing, and distributing content for a targeted audience online.\u201d\u00a0<\/em>Wikipedia<\/em><\/a><\/p>\n

Sharing great content helps you attract more people to you. Sharing tips, hacks, advice, systems, and strategies brings people closer to you; it helps them build TRUST with you.<\/p>\n

Trust is an essential ingredient in sales (not momma\u2019s sauce) and it\u2019s trust that you can build \u2013 en masse \u2013 with content marketing.<\/p>\n

Content marketing is all about sharing and publishing content that will attract your ideal client\/customer\/audience.<\/p>\n

But most people seem scared of sharing too much.<\/p>\n

STOP! Stop worrying about sharing too much content because it\u2019s killing your marketing.<\/p>\n

If you hold back, you\u2019ll miss out. <\/em><\/strong>If you keep some of your methods, ideas, strategies, or \u2018how tos\u2019 a secret, someone else will beat you to it and share it; gaining the attention you could have had.<\/p>\n

\u201cCan you share too much?\u201d<\/p>\n

\u201cWill it be at the detriment of your business success?\u201d<\/p>\n

I firmly believe it won\u2019t be<\/em><\/strong> and here\u2019s why\u2026 (and also why I\u2019ve spent my entire career as a marketer giving everything away for free)<\/p>\n

\"Stop<\/a><\/p>\n

 <\/p>\n

The more you give out, the more you get back in return<\/h2>\n

Quite simply, from my extensive research (by posting thousands of blogs and probably hundreds of thousands of posts), I can categorically say that the more I share, the more leads I get.<\/p>\n

The more blogs I post, the more enquiries I get, and the more emails I send, updates I post, and videos I share, the more our agency grows.<\/p>\n

We still post on this blog weekly or fortnightly and send at least one email a week to our list for this reason.<\/p>\n

Give value, get sales. It\u2019s. That. Simple.<\/p>\n

 <\/p>\n

Why does sharing more content marketing grow sales?<\/h2>\n

Why? Because you\u2019re building trust, creating conversations, adding more touchpoints, and generally being a useful resource on the social media timelines, inboxes, and search results.<\/p>\n

Reciprocity is one of Cialdini\u2019s Six Principles of Persuasion<\/a>.<\/p>\n

\u201cHumans value equality and balance to some extent. This means we don\u2019t like to feel that we owe other people. Generally speaking, when people have these social obligations they try to settle them. For example, if someone sends you a birthday card, you\u2019ll almost certainly want to send them one in return. You\u2019ll do this when their birthday next rolls around so that you settle your sense of social obligation.\u201d<\/em><\/p>\n

Cialdini wrote an excellent book about sales\u2026 except it wasn\u2019t really about sales \u2013 it was about human psychology and the powers of persuasion. He argued that there are six powers of persuasion and the first is reciprocity.<\/p>\n

Content that helps people (for free) on some level encourages them to help you. This might encourage them to share your content or drive more people to it. It might encourage them to buy from you or just talk a about you (reciprocity).<\/p>\n

I feel like content, when given freely and constantly, actively builds up your reciprocity bank<\/em><\/strong>.<\/p>\n

It\u2019s like, the more you share the more people feel in debt to you, and that makes them want to send more people your way.<\/p>\n

Share more content, get more leads.<\/p>\n

 <\/p>\n

Giving value drives sales<\/h2>\n

I\u2019ve mentioned this above but wanted to highlight it again here. Giving value in a free talk, a blog, a video series, a podcast, an email (not a newsletter) series will<\/em> bring in more sales.<\/p>\n

This isn\u2019t always direct sales though. Direct sales from a blog post do happen, but they\u2019re rarer than the indirect inbox message you get because someone who follows your posts recommended someone else to you.<\/p>\n

(Well, that\u2019s our experience, anyway!)<\/p>\n

One way to look at free content is this:<\/p>\n

\u201cYou don\u2019t always know (if ever) when a prospect is ready to buy from you. Your free content can be the silent reminder, just popping up in the inbox or on LinkedIn, to remind them about you, your skills, your product, or service. Instead of hounding them on email or calling them every day, your content just keeps them warm until they\u2019re ready to buy.\u201d<\/em><\/p>\n

 <\/p>\n

Others share it anyway, so why not you?<\/h2>\n

You know those super-secret tips that you keep for you clients and customers? Your competitors are already sharing them on their YouTube.<\/p>\n

You know the bits you took out of your PowerPoint talk as you didn\u2019t want to show the audience too much? Your main competitor has a Pinterest board that ranks on Google all about that.<\/p>\n

You know that blog you didn\u2019t write because you wanted to keep those insights a hidden secret? Your competition has an email series on them\u2026 and it\u2019s FREE to join it.<\/p>\n

Content is king. Content is key. Content is the reason most people engage with you and its often the reason they enquire when they\u2019re ready to buy.<\/p>\n

Share it\u2026 all of it\u2026 before your competition does. And even if they do, write it better, film it better, and share it on your platforms anyway!<\/p>\n

 <\/p>\n

\u201cBut they won\u2019t buy from me if I share it all online\u201d<\/h2>\n

Great – that\u2019s good!<\/p>\n

If someone is going to spend all day long reading my content on here, on Facebook, on LinkedIn, on my emails and on YouTube\u2026 they were never my client. They were never going to buy from me \u2013 they\u2019re a freebie hunter!<\/p>\n

They\u2019re happy just researching, and if it wasn\u2019t me they used for that research, they\u2019d have used someone else. That\u2019s absolutely cool.<\/p>\n

Bonus: <\/strong>Researchers on your blog might never buy, but they will increase your SEO, increasing your chances of being found by people who will.<\/p>\n

Give content freely because when someone who does <\/em>want to buy from you sees it, it\u2019ll just convince them even more that they need you. This is especially true in a service industry as they want YOU to do it. They don\u2019t want to learn it all, apply it, and then realise they\u2019re missing a bit.<\/p>\n

Heck, you can often lay out the whole thing in a step-by-step way and they\u2019ll still ask you to do it for them!<\/p>\n

 <\/p>\n

Content can clarify and validate<\/h2>\n

You might not go viral, but you might just validate a potential client or customer that you\u2019re the right choice.<\/p>\n

You do this, don\u2019t you?<\/p>\n