Part of reason that it works is that a beginner knows nothing and they *know* they know nothing. So they do not approach a subject with a predefined set of biases. Everything a beginner learns is knowledge that adds to their knowledge base.

As you become more of an expert, you filter input based on your own personal knowledge. This is natural and helpful. If we didn't filter some input based on our existing knowledge, we would constantly be overwhelmed with data. The problem is, if you take it too far, and become so much of an expert that new knowledge cannot reach your consciousness, then you cease to learn.

You have absolutely flattened learning curve, or maybe even started to see it decline because your mind is so full of facts and knowledge that there is no room for anything else.

Alright, so what does all this have to do with marketing? The best way to approach marketing is to stay open to new concepts and new ways of doing things.

-> EXPERT MIND, STAGNANT MIND

I firmly believe that lack of a beginners mind attitude is what causes leading companies (small and large) to lose their marketing edge. From a standpoint of beginners mind, worst possible place to be is #1 in your market. If you are in this position, you have to fight hard to maintain your edge and keep rest of pack at bay.

Take a step back and think about ways to put your existing biases and knowledge aside and find ways to approach a subject as a beginner would.

If you are a market leader, look for ways to cultivate a non- expert attitude within your marketing team. If you are low on market totem pole, look for ways to capitalize on fact that market leaders are likely to be last to see new solutions to old problems, you have advantage of beginners mind.

Good luck in cultivating beginners mind, and until next time... happy marketing.

Doug Hudiburg, Author, Marketing Consultant, and publisher of the Daily Marketing Ace

* What's content your prospects would love to read on your site? (Hint: It provides answers to common client questions and problems.)

SITE DESIGN AND NAVIGATION Many sites have some educational and client centered content on their site, but it's buried behind uninteresting homepages or by flash movies or graphic full pages that turn visitors away so they never see good stuff. In some cases it's simply a matter of moving hidden content to homepage and augmenting it to give prospects what they want. Use your site's design, navigation systems, graphics and links to ensure visitors view content that will interest them and to take desired action.

* What do you want visitors to your site to do? * Does site design move people to desired action?

HOW TO ATTRACT PROSPECTS TO YOUR SITE Once you have a web site prospects will want to visit and read, next step is to find as many ways as possible to pull prospects to your site so they find your great content. Use these strategies to pull in prospects:

* Distribute your articles, including your offer and site link, to every ezine, web site, publication and forum you can. There are thousands out there.

* Ask your subscribers to forward your articles to others.

* Make it easy for people who visit your web site to send URL of articles found on your site to everyone in their network.

* Help search engines find your site by identifying key words people are likely to use most frequently to search for your site. Then put them in title tag and body of your web pages.

IS YOUR WEB SITE WORKING? Does your site pull in a steady steam of prospects, build your target list and supply you with both clients and income from product sales? If not, take a look at your site content, design and promotional strategy. With a little effort you can leverage your expertise, whether it's about law, computers, design or writing to create a web site that works to educate your prospects and to grow your business!

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