I recently returned from a vacation. I was fortunate enough to leave heat and humidity of Memphis and go back to my home state of Colorado and spend time with my extended family. While I was in laundry room ironing a shirt, my Mom walked through and said "are you going to iron that shirt backwards?"

Of course, I immediately thought "what is this, I have to get ironing advice from my Mom? I'm a grown man, I think I can handle something as simple as pressing wrinkles out of a shirt. I have, after all, ironed a few shirts since I left home for college nearly 20 years ago!"

I started getting irritated and grumbling to myself that there is no such thing as ironing backwards. "Hot iron, ironing board, wrinkled shirt, what difference does it make from which direction you approach this simple job?"

And then I paused, and realized, my Mom has been ironing shirts her whole life. In fact, she was a home economics teacher. She *taught* people how to iron for a good portion of her teaching career. This is a woman who knows how to iron. Who am I to argue with an expert?

So I promptly stopped and realized that if I turned shirt around and got on other side of ironing board, I could much more easily complete job because cord would not be constantly getting in my way. All was well in laundry room as I was reminded, once again, that it pays to be open to new information.

This experience helps to illustrate a key concept that has a lot of value for marketers.

Always send your shirts out for cleaning. It's worth a couple of bucks not to have to stand in front of an ironing board. ;-)

Nah, just kidding. True as that my be, I actually do have a relevant concept to discuss with you.

FIRST AN EXPERT...ZEN A BEGINNER

Why don't most web sites attract prospects, help convert them to clients or customers, or function as a source of revenue? To answer this question for your own web site, focus on its purpose. For most independent professionals and small business owners, web sites are meant to:

* Attract as many qualified prospects as possible * Build a target list of people who want you to market to them * Convert prospects to clients and paying customers * Convert clients to repeat clients

If your web site does these things, it's a winner. If not, then its time to review what is working and what isn't.

WHY MOST SITES DON'T WORK Most sites are, in a word, boring to others than creators. They focus on firm's services, products, processes and credentials. They are a turnoff to prospects and can keep you from earning money. If your web site shouldn't be about your firm what should be primary content?

CLIENT PROBLEM FOCUSED CONTENT SELLS Sites that work to sell products and services attract prospects because they provide information prospects want and can use to solve a problem or meet a need. If you're a lawyer, your site should focus on legal tips and strategies your target market can use. If you're a graphic designer, include ideas on using design to improve communications, or if you're a computer systems expert, give your site visitors tips on keeping their computers from crashing. A writer could include a tutorial on writing with examples of copy makeovers of web pages, press releases or brochures.

This educational focus for your web site works for a number of reasons. People usually search internet for free information. Prospects will want to visit your site because they know they can get a couple of ideas they can use, and by providing this information, you establish yourself as an expert in your field. Finally, your information educates prospects about opportunities they may not have been aware of.