2. If you offer "24/7 service" be prepared to answer emails or phone calls cheerfully and graciously at 3:00am when someone overseas phones you.

3. If you make claims of giving "100% satisfaction guaranteed" refunds, get ready to fork over money without asking any questions whatsoever. "I wasn't satisfied" is all customer has to tell you to take advantage of your offer.

4. UNDER promise and OVER deliver. If you "think" you can get back to customers within 24 hours, tell them it will take 48 hours. This way, when you call them sooner, they'll be thrilled with attentive service you offer.

5. Stop and think. Before putting any claims on your site - service, delivery, refunds, product features, service benefits. ANY claims - have an outside party check behind you. Does it work? Is it fast? Are you cheerful? Will it actually wake me up, start coffee, and heat water for my shower all at same time? If not, don't put it in your copy.

Online customers have had enough. They are paying more attention online and expecting more from Web businesses they deal with. Above all - use ethics, manners, and good common sense in your business dealings. Stand behind what you say.  When you do, you'll find profits from your long-term relationships and increase in your reputation will far outweigh any short-term sales trends.

Diane C. Hughes * ProBizTips.com

PUSH TACTICS – ‘You’ centered Do your marketing materials 1. Focus on you, your services and staff? 2. Focus on glowing testimonials and your client list? 3. Use business speak, instead of language that anyone would understand?

Which works best? Both. The challenge is getting emphasis and order right. The push then pull marketing sequence that works to move your business forward involves following:

1. Create resources that pull prospects to you and your firm 2. Get prospects to give you their contact information (Most firms let over 99% of people who see their information go away and never follow up) 3. Push useful information out to self-selected prospects on a regular basis. (Remember majority of buyers won't make a purchase until they've had a minimum of 5-6 contacts with your firm.)

When your prospects have a compelling need, they will turn to firm that they’ve had regular communication with, know and trust. At some point prospects will want more details about your services, credentials and testimonials. But this is often last information you need to provide.

Use pull then push strategy to get your marketing moving. You'll be amazed as you watch both your prospect and client lists grow and your business gains momentum. ==================================================

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The author, Marketing Coach, Charlie Cook, helps independent professionals and small business owners who are struggling to pull in more clients.