Findings creative ways to retain your customers' attention is an on-going and complex marketing problem.

Long-term strategic plans and programs must not be mortgage for short-term results. However, savvy marketers realize that part of a well thought out marketing strategy in 21st century includes doing some things faster. Balancing two is key to driving growth and enhancing profits for organization.

In this article Global Marketing address' some short-term ideas to compliment your firm's longer term marketing strategy. These are simple to implement and will produce results.

Consider following ideas:

Keep things fresh - constantly seek ways to add newness to your products, information and brand

Every time you add something new to your business you create an opportunity to get more sales. For example, something as simple as adding new information on your web site creates another selling opportunity when prospects and customers visit your site to see new information. Don't forget to advertise these additions. Press releases are easy, low cost ways to keep your brand and name in front of customers. Use your timely newsletter ( if you don't have one create one today!) to mention these new additions.

Other quick ideas might include reconfiguring a product, or bundling two options together while charging a lower price, or changing pricing for a limited time. All of these are news worthy and take little effort while creating new sales opportunity.

(c) 2004 Charles Kangethe -------------------------

As a marketer you are engaged in a "War" with competitors where ultimate prize is capturing mind of prospects and claiming their purchase dollars.

What you are about to read shows you how to create a powerful, automatic weapon for that war that generates relentless, repeating sales.

Step #1 - Get Into Your Prospects Mind. ---------------------------------------

Many new netpreneurs forget, or fail to understand, that prospects are individuals.

You must get into your prospect's mind and appeal to them, and them alone, before they will buy from you.

--> Sidebar With some exceptions, buying decisions are made on basis of emotional and intellectual reasoning in that order. <--

Winning marketers, are those who successfully appeal to buying instincts of individual prospects.

As a direct marketer your task is to learn how to capture your prospects' minds, one individual at a time.

Step #2 - Psychological and Emotional Action Triggers -----------------------------------------------------

The holy grail of marketing is unearthing action triggers that make your prospects take your "Most Desired Action" (MDA).

When you understand ELBOW trigger groups you will powerfully influence your prospects towards your MDA.

* E - Effort

People are always seeking options that allow them to live life and work with least amount of effort. Anything that promises a reduction in effort is a powerful call to action.

* L - Loss

This group covers most powerful triggers.

For instance fear of loss of :

Health, reputation, material possessions, or justice.

* B - Benefits

Triggers in this group promise non-material benefits or "gains" that originate from actions taken by prospect.

For instance motivation to greater action often comes from a winning streak at sport or business.

* O - Outer Triggers

This group relates to triggers that promise non-material benefits and gains, for actions prospect has no control over.

For instance :

- A promise of recognition as an authority by peer groups is a powerful incentive for many people.

- Social acceptance is another powerful motivator. It drives people to make purchases of products and services that will help them improve their social standing.

* W - Wealth

Into this group fall all triggers that promise material gains.

The promise of "Gold in them thar hills", profitable business and income building opportunities are all powerful incentives to action.

Step #3 - Profile Your Prospect In Detail ------------------------------------------

As a good copywriter and "Marketing Warrior" you must learn to achieve an intimate level of involvement with your prospects.

You need to understand your prospect's background, her history, education, career, hopes and fears. Use research, your imagination and experiences to build a detailed picture about her.

As you profile your prospect, have in mind a single individual - do not fall into trap of trying to profile a group.

-->Sidebar Some marketers prefer to use market research exclusively for this step. This is a valid, but more expensive option to build your prospect's profile. <--

Step #4 - List Product Benefits and Features --------------------------------------------