For mailings, this doesn't mean send best stuff first and let it do sale for you. No, no, no. Printed material seldom makes sale. It’s just another contact point. First punches are either tossed or buried in some stack.

If your price is under $100, send them to your web site. Over, send them material for added credibility. This also depends on target market value of your price. If your market considers $500 a drop in bucket then credibility perception changes.

Interview past purchasers. Find out when did they first take notice and how many before they took action. Was it when they received a certain number of contacts? Always. When did need make it a priority. Create a list of triggers and look for those signs in future contacts. Model your follow-up program accordingly.

In several studies, 92% of purchase makers cited that letterhead, envelopes and business cards where major factors in how they rated creditability.

Credibility can be lost if your material includes careless mistakes or omits vital information. In buyer’s perspective, all answers need to lead on how they can feel confident about your service or product and how it solves their need.

One of my services is printed material and web site analysis. After reviewing 294 brochures, I found 81.5% of information dancing around solutions instead of commitment to direct and clear solutions. Non-commitment is biggest sales destroyers. Don't send them material about X when they inquired about Y. If it doesn't answer Y, it’s tossed. And you have 30 seconds to 3 minutes to complete their question. Long sales letters demonstrate commitment in receiver’s minds because of thought and care it took to create and address their challenge.

Also, don't send Y, with "I think we need to offer this because we've received a few inquires lately even if it’s off our path" feeling. If you are unable to fit in time to write a letter explaining how and why you can provide Y, then pass it up. This may be a "good" opportunity but not be "great" opportunity you truly want to attract.

If, on other hand, their issue isn't clearly understood or known, then you're asking horse to jump fence without knowing how height. It’s a wasted effort and you can lame horse. Don't mail it with an "if it works, okay, if it doesn't oh well" energy. This gives impression that you weren't listening. A big strike against you. Usually one too big to overcome.

For service businesses, it is best to complete your first contact verbally and follow-up with printed material once or twice, then verbally, then twice, etc. Give prospects 1-2-3 punches if you have answer. Be honest if you don't provide what they are seeking. Don't adjust and accommodate because sales are down for month. This is a disservice to your customer and your business. This will diminish assets later. Share wealth; earn a life-long customer, and new collaborator with your referral.

Copyright 2004, Catherine Franz. All rights reserved.

~*~*~ RESOURCE BOX ~*~*~*~*~*

Word count: 1192 words

Catherine Franz, 15 year business coach, specializes in marketing and nonfiction writing, She is available for 1- on-1 and group support. She also instructs teleprograms and workshops. Additional articles, ezines, and blog available at: http://www.AbundanceCenter.com.

~*~*~*~ PUBLISHING GUIDELINES ~*~*~*~*~*

Publishing Guidelines: Permission is granted to publish this article electronically in free-only publications, like a web site or ezine (print requires individual permission) as long as resource box is included without any modifications). You must make all links active within article and bylines. A courtesy copy is required to author immediately after publication.

Next, get involved with various online message boards/discussion forums that discuss topics that are relevant to your business and provide a link to your website in your signature. You’ll be surprised at its effectiveness. Be sure to participate in relevant discussion forums so that you can learn and contribute most by participating in knowledgeable topics and at same time receive targeted clicks. Do not spam any discussion forums, this is not effective and will kill all credibility in your business and your product/service. The next way to receive free targeted traffic is similar to exchanging links, but even more effective. Seek out partnerships with companies that offer complimentary product offerings and agree to place a prominent link to their site if they will do same for you. You can set up a ‘Partners’ section on your homepage and display company’s logo, link, and information. It is important that we not forget about marketing offline as well. If you are just starting and need customer referrals don’t be afraid to give away products/services for free or at least in exchange for another company’s services. For instance, let’s say that you design websites. Offer a lawyer a free website for their company if in return they will give you free legal advice for a limited time. Also, offer a limited number of businesses free products/services. After you have provided a few businesses with your products/services and they are happy ask them to write a testimonial for you and display this testimonial prominently on your website. Also, give them a few of your business cards and ask them to send any of their friends your way as well. You’ll be surprised at how many people will hear about your business via word-of-mouth through satisfied customers. I hope this condensed list of suggestions have helped you in formulating ideas on how to better market your website. Use your imagination and get creative in your marketing efforts. Get out there and tell world about your website!