Web audio adds another level of persuasion and personalization. You can record “welcomes” and “invitations”—furthering your relationship. Audio also permits visitors to hear testimonials delivered in your client’s own words. You can host teleconferences on low-cost rented bridge lines. You can expand upon topics introduced in One-Page Newsletters, engaging your market and deepening relationships. Calls can be recorded and offered as free MP-3 website downloads.

4. Automate your marketing

Use autoresponders to automatically fulfill prospect information requests. Each request can trigger a timed sequence of e-mails—like a “mini-course”—greatly increasing your chances of making a sale. Post-purchase autoresponders help you cross-sell, up-sell, and re-sell buyers.

5. Write better in less time

Mind Mapping software helps you plan your marketing and write more persuasive copy. Mind Mapping helps you harvest and organize your ideas. You can easily plan your marketing and create each issue of your One-Page Newsletter. You can also use online technology to dictate your newsletters, greatly reducing time it takes to create each issue.

6. Publish your expertise

Print-on demand helps you publish a book that promotes your expertise without undue financial risk. Books are only printed when they are sold.

7. Learn from your market

Online surveys help you identify your market’s information needs, test offers and messages, and find out why visitors leave your website without buying.

Keys to success

• Use multiple technologies. Use autoresponders to distribute your surveys, for example.

• Commit to consistency. One-Page Newsletters keep you constantly in front of clients and prospects.

• Always look your best. Use design to reinforce your image and your message.

• Educate, don’t advertise. Let your ideas speak for themselves. Sales will follow.

Think about it. When you pick up ph0ne or encounter a friend, what’s one of first things you say? Do you launch into a monologue about yourself? Most people usually start conversation with a friendly questions or two and then find a topic of mutual interest. If you have information your friend is interested in, you share it.

I frequently get calls from people who say they hate marketing. Why? Trying to convince people to buy feels pushy.

An alternative that is more effective - and more fun - is to focus instead on giving people what they want. Get your prospect’s attention by leading with a question or statement that succinctly gets them thinking about how you can solve a problem they have. This is your marketing message or elevator speech, not your salës pitch. Once you have their interest, give them something they want in order to prompt them to contact you. This could be a short report or article.

Does your marketing approach give people what they want? Does it help start a conversation and a relationship?

Once a prospect gives you their contact information, go to work and make good on their trust by showing an interest in their needs and giving them a steady stream of useful tips. The more you give your prospects, stronger your relationship will be.

Rowing a boat backwards is hard work and won’t get you very far. There is just too much resistance. To attract more clients and grow your business stop marketing backwards and pushing against high levels of resistance. Give your prospects what they want, build relationships and you’ll find more prospects buying solutions you provide.

2004 © In Mind Communications, LLC. All rights reserved.