Using an ezine I sent to librarians and online editors, I grew value of a web site about search engines to almost a million dollars, without spending a dime on advertising.

This strategy works equally well for established companies. Les Schwab Tire Centers fixes flats for free, giving away over $10 million in repairs each year. Building goodwill with giveaways like this and an unusual dedication to customer service, this chain of 300 tire outlets earned estimated revenue of $1 billion in 2003.

2. Lack of Results from Advertising You're not getting a positive return on your ads, should you buy more ad space? How much? Where?

In my experience, there are two obstacles to increasing sales with advertising. Its either message or audience. Both can be fixed to increase sales.

If you want people to respond to your advertising, get their attention and prompt them to contact you, write your marketing message, ads and marketing copy from your prospect's perspective. Identify and address their concerns.

No matter how good your marketing message is, it won't help you unless its seen by people who want your products and services. Even if you do your homework up front, there is no guarantee your ad will draw sales.

Track each ad campaign and each sale to determine which ads sell. No matter how good your copy is or how many people see your ad, if ad audience doesn't include people who want your services and are ready to buy, it's wrong audience. Drop those ads that bring in meager results and identify additional advertising opportunities, ones that will be seen or heard by people who want to buy your products and services.

Stop wasting your time struggling to jump over marketing hurdles. Instead, you can identify obstacles that get in way and eliminate them one by one. Make this shift and you'll increase your sales and be more successful. - 2004 © In Mind Communications, LLC. All rights reserved.

Tracking System

Consistency in building relationships will be difficult to maintain without a method to capture and maintain contact information in a practical way. This means being accessible and easily updated for changes. Contact software such as ACT, Goldmine, and Outlook were created for this purpose. Other options include business card files, Rolodex, Palm Pilots, and planner systems such as Day-timer or Franklin. Choose system that fits your work style and schedule time for communication with your contacts and maintenance of database. This nut and bolts step is an important part of building relationships over time.

Plant a Seed

Think of building relationships in same way as planting seeds. In order for seeds to grow, they need water, food, and sunlight over time. For relationships to grow, you provide opportunities for your network to get to know you, what you provide, and ultimately trust you with their business.

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