3. Objectives (where do we want to be?) Explain what you want to achieve, e.g. increase sales, improve awareness, raise response levels, etc. Try to make your objectives specific and measurable.

4. Strategy (how do we get there?) Give details of what you want agency to do for you, e.g. a direct mail campaign, a website, a brochure, etc. Explain how what you are asking agency to do fits in with your overall marketing strategy.

5. Audience (who are we talking to) Your objective is to get a response from your audience. Tell agency who your target audience is. Define your audience(s) as accurately as possible and share any insights you have about them with agency.

6. Evaluation (what success will look like) How will you measure success? When will it be measured? Who will measure it?

7. Practicalities Mandatories: Is there anything that must be included; for example - offer terms and conditions? Are there any corporate identity guidelines? What legal constraints are there?

Timings: What are deadlines? What are media booking dates (if applicable)? By when do you want to see creative concepts? Does project have to tie in with dates of other campaigns?

Budget: Specifying a budget up front will help to avoid reworking of solutions. If you are reluctant to do this, then suggest three budgets and ask agency which they would recommend and why. Alternatively, ask agency to recommend a budget.

8. Approvals (who signs off work) This should be same person who signs off brief before you give it to agency.

The time spent preparing a brief will pay off in long term. The agency needs a starting point and to know where it is you wish to go. Your brief should inspire them and enable them to do their best work for you.

Copyright © 2004, Chris Smith

* Personality Inject your personality into your contact with prospects.

People love to do business with people they know. Avoid doing things you feel uncomfortable with, but do tell people about yourself, your failures, your wins, your hopes and your fears. Be human face of you business and build a sincere relationship with prospects.

Tip #3 - Communication ----------------------

When you get past initial contact, next hurdle in building trust is communication with your prospects.

There are several ways to do this

* A sequential autoresponder with relevant messages sent to your O'pt-In prospects at regular AND frequent intervals.

* An e-zine sent out to subscribers with useful information and not just an excuse for another advert.

* Articles showing your prospects how YOU manage your business and personal tasks, tactics and strategies.

Communication is two way traffic. Ask your prospects for input into your professional relationship and how they think you can improve it. Listen to your prospects.

Tip #4 - Credibility --------------------

Prospects always seek comfort that they are doing right thing.

It pays to use "borrowed" credibility if you are not a world recognised expert in your field. This is where testimonials enter picture.

Here are a few ways in which you can obtain testimonials and build credibility with a new product or service :

* Give a few samples away to a test group in return for testimonial

* Use functionally disabled or time barred samples as demo versions which you can give away to prospects

* Develop fully functional modules with less features than standard product and give those away to prospects.

* Develop e-courses and other training programs showing prospects benefits and training them in how to use and consume your products and services.

Tip #5 - Service ----------------

Your prospect's Trust is very hard earned. But this is as nothing when compared to retaining their Trust.

Once a prospect becomes a customer, too many marketers make fatal mistake of taking that customer for granted.

Post sales service is a crunch time for cementing Trust you have managed to win with such effort.

Make sure you stay in touch with your new customer. Offer them advice and help in use of their new product or service. Make sure any potential issues are dealt with before they escalate.

Be available and within easy contact for your customers and prospects.

Relevant Resources ------------------ http://www.simplyeasier.com/me.html

Conclusion ---------- As a direct marketer you can buy traffic, you can buy O'pt-In list members, you can make or buy products and you can even borrow Cash.

You cannot manufacture or in any way manipulate trust - Trust is one thing in your business that must be earned Hard Way.

Be sincere, do right things as shown here and build trust with your prospects.