Through your experience you have a good idea of your prospects' and your clients' concerns and interests. Take a minute to jot down top three concerns of each of your target markets. Use this information to engage prospects in conversation.

If a stranger walked into your office, what's first thing you'd do? You'd say something like, "How can I help you?" Not surprisingly, same technique works wonders when you combine it with your knowledge of prospects' concerns. Instead of touting your credentials or describing your products, lead with a question to start a conversation.

Bob could ask, "Want to learn more about improving safety and durability of your playgrounds?" Or a marketing coach might ask, "Want to learn more about attracting a steady stream of clients?" Or line that suckers me every time as an audiophile is, "Want to learn how to make your stereo sound like a live performance?"

When we're one on one, face-to-face, starting a conversation comes naturally to most of us. Beginning with a handful of questions, you can quickly learn what someone wants and how you can help them. Focus on your prospects' concerns with a question or two and you'll get their attention. Offer them something they want and they'll contact you.

One of biggest mistakes people make in marketing their business is to over emphasize closing sale. What you want to do is open door to new prospects, start a conversation and help them get what they want. Focus on starting more conversations with your marketing and you'll end up closing many more sales. - 2004 © In Mind Communications, LLC. All rights reserved.

Marketing Tools

No matter how you choose to publicize your business, one quality will set you apart from your competitors: The ability to write effective ad copy. You're vying for attention of consumers bombarded each day with advertisements. It is estimated that average person is exposed to over 1,200 advertising messages per DAY! Make sure your advertisement stands out from rest of this 'noise'.

When you have determined your market position and drawn up a marketing plan you are ready to start spreading word about your products and services. One effective way is using existing offline media in your area. You have a variety of media choices depending upon your target market and your advertising budget including magazines, newspapers, television, radio, and internet. Start by evaluating how and where your competitors advertise. What's working for them? Take their best ideas; then design your own winning layout, positioning yourself as having best offer.

The Importance of Headlines

As first phrases seen in advertising copy, headlines should arouse enough interest in reader so that they will want to read or listen on to learn more about your business or product. To get ideas about what headlines will work best for you, scan different types of ad copy, particularly those from your competitors. Create a swipe file of different ads and ideas that you come across from different sources. But remember to be careful of using other peoples copyrighted material.

Capture your customer's interest with a compelling statement of offer Highlight most important benefits Offer extreme value Make a call strong call to action.

Testing Your Ads

Advertising can be expensive, but for just about any business a mandatory investment. To get most out of your ads, test them by following criteria:

What is quantity of leads or prospects that ad generates? Compare this amount in terms of a unit cost of advertising (dollars in advertising per leads generated).

How many of these leads convert into sales? Different advertising media due to audiences they target will vary in numbers of actual closes.

Continually check response from your ads, make changes or run a new ad if necessary. Use ad trackers and keep testing, testing testing until you achieve response required.

Internet Marketing

Imagine! You can have a salesperson working for you 24 hours a day, seven days a week even while you sleep. A web site and effective use of e-mail marketing can turn your small home-based business into a global business putting you on a level playing field with large corporations. With easy and afforbable web design tools getting a web site up and running is within reach of everybody.

Sell Benefits Not Features!

Any seasoned business owner knows that it costs five times more to sell to a new prospect than to an existing client. Studies show that each satisfied customer will spread good word about your business to at least one other person. On reverse side of coin a dissatisfied customer will complain to up to five or ten potential customers. Your mission in getting customer referrals to turn passive satisfied customers into actively enthusiastic supporters who will promote your business. The best way to do this is through:

Offering outstanding value to your customers Delivering your product on time. Solving customer's problems. Maintaining regular contact with customers through feedback forms Following up your customers regularly. Creating long-term relationships with customers. Personalising your product or service.

Finally...

Whether you're just launching your home based business or have been building one for years, don't allow lack of information keep you from achieving your financial dreams. Study your marketing options and decide which marketing strategy will best position you for long-term success.

Declan O'Reilly

For more articles on building a successful business and to download FREE marketing e-books go to: http://www.a1home-business.com