-Seminars and teleconferences. Short excerpts about upcoming events can make your event even more appealing. Snippets from past seminars can whet visitors’ appetites for more.

-Tips. Add interest to your site by describing an audio ‘tip of day’ or ‘tip of week’ in your own words. Be sure to offer access to previous tips, too.

-Audio postcards. You can include audio invitations and testimonials as links in email sent to clients and prospects. To arrange an audio testimonial, simply provide your client with a phone number and password, and invite them to call up and express their satisfaction with their purchase from you. Audio postcards are a great way to stay in contact with your clients and prospects with an announcement of an upcoming product or service. They are also a quick way to acknowledge a special occasion.

-Streaming audio can be used to allow visitors to playback longer events, like seminars or teleconferences.

When you add audio to your website, allow your visitors to maintain control. Don’t begin playing your message when webpage loads. Instead, invite visitors to ‘click here’ to hear your voice. Keep your messages as short and concise as possible.

And avoid ‘scripting’ your introductions and guarantees. Write down key ideas you want to communicate, but deliver them in your own words as conversationally as possible.

Web audio is no longer a futuristic luxury. Web audio is here now and it’s as close as your telephone. It is an affordable and easily added feature that can set you apart from competition and help communicate your message with added impact.

You can distribute educational messages for free as web site downloads or as e-mail attachments. Five ways to educate your prospects include:

- White Papers. These analyze challenges and trends and show how to benefit from your products and services.

- E-books. These offer in-depth, procedural descriptions that demonstrate your competence and communicate how-to-buy and how-to-use tips.

- E-mail newsletters. You can keep in constant touch with customers without addressing, printing and postage costs.

- E-courses. You can automatically deliver information in chunks over a period of several days – or even weeks.

- Teleseminars. You can also present teleseminars, which permit prospects to get to know you in an informal, interactive environment. Free line rentals are available; others cost about $25 an hour.

Education-Based Marketing works best when you keep in touch and deliver information at frequent intervals.

A monthly One-Page Newsletter, for example, is far more effective than a bimonthly four-page newsletter or a quarterly eight-page newsletter.

Customers and prospects give you their total attention when you offer information that helps them achieve their goals.

Education-Based Marketing’s effects are cumulative. The more information you share, more your market will look forward to your messages and refer coworkers and friends to you.