The secret to making people sit up and take notice of you
and your company is to identify and address the problems
they are facing. This is really the only way that you'll
get their attention and any resulting action on their part.
Sure, people may take a second glance at your flashy
brochure or your great looking website, but they won't
"stop to have a conversation" if you haven't shown them
that you understand their needs and wants, and have a
solution to offer.
The first stage in trying to form a relationship is usually
to approach someone and offer a simple smile or hello -
establish some contact. It's the same with a marketing
relationship - you want to give people an opportunity to
"get to know" you.
At this stage in your marketing, your goal is to have
people notice you so that you can start introducing
yourself. Use everything from your business card to your
web site to direct mail to free speaking engagements, and
start attracting attention.
Don't expect people though, to immediately call you up and
book an appointment with you or purchase your products
right away. Some might, but the majority of people need
time to get to know you and to feel comfortable with you
and what you're offering.
Prospective clients also need to be convinced of the value
of your services. How can you convince them without
actually "doing" the service for them so they can see the
great results you provide?
The best way is to provide a sampler - you know, like they
do at your local supermarket and liquor store. Not too many
people pass those little freebies by. It doesn't cost them
anything and there are no strings attached to purchase.
You can accomplish the same thing with your business by
offering something like a report that allows them to "test
drive" the benefits of your services or products. Just make
sure the free give-away addresses a key concern or issue
your prospect is experiencing and gives a suggested
solution - one that your service provides.
There are lots of marketing tactics you can use to offer
people a taste of your products and services - an
introduction to you and your business:
* teleseminar
* ebook
* special report
* audio e-course
* tip sheet
* complimentary consultation
* introductory seminar
* an online assessment
* mini-course
* ezine or newsletter
* self-evaluation test
* articles
Offering something of value for free is a very important
step in marketing. It is a way of introducing yourself to
prospective clients in a non-intrusive, friendly manner.
People are naturally more cautious and skeptical these days
so you need to make it as easy as possible for them to get
to know you at their pace - which will be different for
each person.
The thing that many businesses forget to do with this free
give-away is to ask for the prospect's name and email
address. These people have indicated an interest in finding
out more about you by asking for your "sampler" and you can
offer it in exchange for their name and email address.
In this day and age of internet selling and buying, the
majority of people are comfortable with giving you this
information. Once you have this information you will now be
able to continue developing the relationship with these
prospects and moving them through the other steps in your
marketing process.
This simple step let's you get around having to ask
prospects to make a big initial commitment by contacting
you directly. All you're doing is simply offering them an
introduction and an invitation to start a conversation.
----------------------------------------------------
Jody Gabourie, The Small Business Marketing Coach, delivers
simple, innovative and powerful marketing strategies to
help business owners find and keep their most profitable
clients. To learn more about how she can help you take your
business to the next level, and to sign up for her FREE
special report, ezine and articles, visit her site at
http://www.JodyGabourieMarketingCoach.com
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