When you know answers to these 5 key marketing questions, you can create effective web pages, sales letters and other sales generating communications. The answers to these 5 questions reveal how you can get your prospect's attention and motivate them to take action you want.

1. WHO DO I WANT TO REACH?

Describe detailed characteristics of your ideal prospect. Be very specific.

Once you clearly define characteristics your ideal prospect you can develop a powerful sales message appealing directly to their unique interests and needs. Prospects are more likely to respond when they feel you are talking directly to them about their individual needs.

2. WHAT ACTION DO I WANT TO GENERATE?

Decide in advance what action you are trying to stimulate. Do you want to get inquiries for your product or service? Do you want to produce sales directly from your promotion? Or do you want to build a list of qualified prospects willing to receive frequent offers from you?

You can develop an effective promotion in a short time when you have a clear understanding of action you are trying to generate.

3. WHAT IS MY COMPETITIVE ADVANTAGE?

Identify why prospects should do business with you instead of with a competitor selling a similar product or service. For example, do you provide faster results, easier procedures, personal attention or a better guarantee? If you cannot think of a reason - create one. Add something to your business you are not already doing.

Your competitive advantage can be responsible for fifty percent or more of your sales. Make sure you have one - and don't lose it. Keep checking on your competition and make any changes necessary to keep your competitive advantage.

Almost everyone on ‘Net is familiar with ezine article promotion. However, Business Essentials subscriber Steve Watson (of Watson’s Streetworks http://www.watsons-streetworks.com) has found a way to get some “free ink” in national paper magazines, too. No… not press releases – full-length articles.

KARON: Hi Steve. Thanks for your time today.

STEVE: Sure, Karon. Glad to do it.

KARON: If I understand you right, you’re getting some excellent coverage in national trade magazines… free.

STEVE: That’s right.

KARON: I’m all ears. Tell me what you’re doing.

STEVE: The magazines that appeal to our customer base and feature our product line (street rod and custom car parts) focus on two basic types of articles: vehicle features - where a car or truck is photographed, described in detail, etc.; and informational pieces. It’s informational pieces that are a potential gold mine.

KARON: “Informational” pieces? You mean like “how-to” articles?

STEVE: Exactly! Info articles can be installation “how-to” pieces, new product introductions, shop tours, etc. These are very important articles for magazines.

KARON: Yes, I’m sure they are. But – traditionally – paper mags have been very protective of their writers. Even professional freelance writers have had a hard time getting ink. How are you breaking into that group?

STEVE: Well, editors are continually caught between a rock and a hard place; that is, at least 20 percent of magazine space must be editorial (non-advertising) material. At same time they have limited resources for editorial material - their own writers, who are becoming few and far between, and paid-for pieces that group managers would prefer not to have to fit into their budgets. Enter do-it-yourself article.

KARON: So you’ve found, at least with auto mags, that they are willing to “sacrifice” their principles rather than hire freelancers?

STEVE: Pretty much!

KARON: OK, tell me how you get your pieces through maze of management.