Establish Need and Greed with Your Free Report

March 12th, 2010

“The purpose of marketing is to make selling obsolete” said marketing icon Peter Drucker. If you are seeking to increase attendance to your live events, your goal should be to have prospects seeking you out to sign up, not the other way around. An effective marketing technique which accomplishes this precise goal is the free report.

Write your Free Report as a Sales Letter in Disguise
When the content of your free report is so interesting that the reader cannot put it down, they have likely become so caught up in the content that they didn’t notice that they were being sold to. A master of accomplishing this feat is Richard Schefren, who so clearly accomplishes this in his Internet Business Manifesto. His manifesto effectively works as a sales letter in disguise. How does he accomplish this? He follows the rule of thumb; he establishes need or greed in the eyes of the reader.

Establishing Need in the Eyes of Your Reader
One proven method of selling is to satisfy a consumer’s need. But, how can you accomplish this within a free report? The first step is to help identify the prospect’s need. If you are offering a course in time management, your goal in the report will be to discuss case studies of individuals and professionals who have dramatically improved their lives by implementing time management techniques. By building a clear need in the prospect’s mind for time management techniques, you can offer your solution as the answer they need.

Establishing Greed
The other angle that you can take is to establish greed. When a prospect salivates at the success possibilities outlined in a free report, they often strive to find out how they may be able to accomplish the same results within their own lives. To establish greed, share stories, testimonials and results that can be achieved with your system or by attending your seminars.

You don’t always have to limit your examples to existing clients, or even individuals who have attended your seminars. For example, if your seminar provides valuable time management techniques and you happen to know that Alan Sugar utilizes this exact technique, you can mention legitimately, that “This is just one of the things that Alan Sugar, powerful leader, has used to help him build an 800 million-pound business.”

Consider examples you can draw from to include within your free report to build credibility and to establish greed among your readers. This is especially important when you are just beginning, as you will not have the wealth of stories and examples of which to draw from. But, this fact does not have to limit you. Build a powerful association with your techniques and teachings by including relevant stories into your report.

So, you can utilize your free report to establish need or greed. As you sit down to map out your free report, ask yourself, “What can I include in my report to get people recognizing that they need the ongoing solution that I am going to offer to them?” Or, ask yourself, “What can I be adding into my free report that will get people excited or inspired regarding the possibility of acquiring and mastering the techniques and skills that I will be teaching to them?”

Answer these two questions as you create your report content, and you will be creating a powerful and effective marketing tool.

Bernadette Doyle is a marketing specialist who helps entrepreneurs become client magnets and attract a steady stream of their ideal clients. She publishes a free with invaluable tips and advice on how to attract clients with ease. Register at http://www.clientmagnets.com

Establish Need and Greed with Your Free Report

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Attracting Prospects to Your Sign-Up Page

March 9th, 2010

Once you have a great sign-up page and an irresistible offer, it’s time to create some traffic. A steady flow of traffic to your sign-up page is essential to your success. Here are several strategies that can help you quickly build traffic to your sign-up page.

Visualize, Focus Your Efforts and Act. To create new traffic, you must first visualize yourself as having a large client list. This is important, because seeing yourself as successful helps focus your efforts. Set a target size for your list and give yourself a time limit for achieving it. Picturing that success can get a process going that will build your list.

Next, learn which forums your target audience frequents and hang out there. Read their questions and comments. It’s a good way to find out exactly what they want.  Post comments and respond to questions, but be careful not to say blatantly, “Sign up for my free report!” Useful comments with your email address, photo and the URL of your sign-up page in your profile can be very effective in attracting traffic.

You can also borrow traffic from someone else’s client list by connecting with people who sell related products. Decide which related products will truly benefit your clients. Look for websites your target audience is likely to frequent.

Consider ways you can benefit those companies by featuring their products, and ask them to do the same for you. Ask for testimonials or links to your products, and return the favor. Doing so can expand your impact significantly. Use this strategy carefully, however. Handing out testimonials indiscriminately weakens your own reputation.

There’s another idea you might not have considered for quickly building traffic to your sign-up page. Run competitions with your existing clients. Reward them for referring others to your sign-up page. If you have a well-written newsletter filled with useful content, your clients will be glad to share it with other professionals.

Award a free copy of one of your digital products to the 1,000th subscriber and also to the person who referred them. Offer a free copy of that product to the existing client who generates the most traffic. It won’t cost you very much and you can gain loads of new prospects on your list.  If you’re hesitant to give away a product you normally sell, consider the long-term benefit. Gaining new traffic for the cost of one product is a good trade-off.

Steady Traffic Equals a Strong List. Building a strong list requires a steady stream of new traffic to your sign-up page. Start by visualizing yourself with a great client list, and then focus your efforts on increasing traffic. Experiment with forum comments, product testimonials and client contests to encourage prospects to visit your sign-up page.

Traffic-building techniques such as these, combined with a well-written sign-up page and an irresistible offer, can put you on the path to a solid client list that sustains your business.

Bernadette Doyle is a marketing specialist who helps entrepreneurs become client magnets and attract a steady stream of their ideal clients. She publishes a free, weekly newsletter – If you’d like to receive invaluable tips and advice on how to attract clients with ease, register at http://www.clientmagnets.com

Attracting Prospects to Your Sign-Up Page

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The Information Trade-off – Giving Before You Receive

March 8th, 2010

“Begin with the end in mind.” Stephen Covey

Have you noticed that there seems to be a trade-off in every aspect of marketing and sales?  Whether it’s trading information, trading money for products or even trading a free item for contact information….The reciprocity touches all parts of your business.

One aspect that’s important in reciprocity is that you have to give before you get.

I’ve always encouraged the use of speaking engagements as a way to establish your expertise in your field, generate leads, and hone speaking skills.  All this is done whilst selling your product and offering valuable information to the audience.  But there’s another trade off that can take place during a speaking engagement, and that’s gathering key marketing information for future use.  Not contact information, which is another opportunity in itself, but information that allows you to develop an empathy towards your client’s business.

At the beginning of each speaking engagement, take a few minutes to talk with the audience and establish a relationship.  Ask them what they’re looking to take away from the speech.  Notice the key issues that come up over and over in their responses.

This is valuable information that will help you understand the issues that your clients are facing.  Not only will you be able to develop empathy for them, you will also be able to transfer those issues into your marketing materials as well.  The more you are able to empathise with your clients’ needs, the better you will be able to meet those needs.

The same can be said for overcoming objections.  Empathise with your clients’ objections to your product or service.  It could be the cost factor, or the ‘it won’t help my business’ objection.  Use that information within your speech to address each of these points and detail why they are not valid objections.

When you’ve gathered important, helpful information from your audience, you’re going to be giving the same in return.  Your audience deserves that since they’ve taken their valuable time to attend your talk. At the same time you’re “planting the seeds” of need and overcoming objections whilst offering valuable content.

It is this content that will help people arrive at their own conclusion after your talk.  That conclusion should be that the next logical step they take is to accept the solutions that you present to them.  When a client reaches the conclusion on their own that they should buy your product, it’s so much more powerful than when it’s done through a direct sales presentation.

Setting up your speech to give the audience the opportunity to make their own conclusion will help seal the deal of any special offers that you’ve put together for that event.  Whilst making immediate sales is a nice feature of speaking engagements, the information trade off can be invaluable to your business.

Bernadette Doyle is a marketing specialist who helps entrepreneurs become client magnets and attract a steady stream of their ideal clients. She publishes a free, weekly newsletter for trainers, speakers, coaches, consultants, complementary therapists and solo professionals. If you’d like to receive invaluable tips and advice on how to attract clients with ease, register at http://www.clientmagnets.com

The Information Trade-off – Giving Before You Receive

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Posted in Business Networking, Business Plans, Marketing, Money Making Ideas, Presenting, Sales Motivation, target audience | 2 Comments »

Do You Know What Your Market Really Wants?

March 7th, 2010

Before ramping up your marketing when sales are disappointing, take a step back and ask yourself, “Do I know what my market really, really wants?” Being able to answer that question is the key to growing your business. By focusing on what people want, rather than on what you hope to sell them, you can begin to see the kind of success you desire.

If you suspect you’re wasting time by marketing something people don’t really want, here are some principles to ponder:

People buy what they want, not what you think they need.

You’re going to get a lot of resistance to your marketing if someone thinks they’re being shoehorned into buying what they don’t want. No matter how loudly you proclaim your product’s benefits, your market won’t respond if they don’t want the product. To continue doing so is a lot like speaking a different language and shouting to be understood.

People need to feel good about what they’ve bought.

One way to zero in on what your market wants is to develop empathy with that group of people. You must connect emotionally with how they feel about purchasing. When you’ve put yourself in someone else’s shoes, you begin to understand how they feel. What are their hopes and dreams? What do they fear? What keeps them awake at night?

If you’ve done a good job of pinpointing a target market, you should be able to learn these things easily. Until you do, you’re wasting time on marketing that won’t work, because you don’t yet know what products they’ll feel good about buying.

People buy products when they feel they’ve been understood.

No matter what logical explanation someone can give for buying a product, underneath it is the belief they’ve been understood. Someone knew enough about who they were to make a product that fits them.

So, how will you know when you’ve learned what your market really, really wants? You’ll know, because that’s when it all becomes easier. There’s no need to push or shove someone into buying, because they want what you’re offering. It will be such a revelation to learn how easy selling your products can be when they’re what your market wants.

Once that happens, you’ll begin to hear from your clients how grateful they are for your products. Everything about how you do business will be transformed, because you’ve taken the time to learn what your market wants. You’ve made the effort to step into their shoes and understand what makes them tick. And that effort pays off in products that really meet the needs of your market.

So, if you’re still struggling to sell your products, or it feels as though you’re pushing people into buying what they don’t want, it’s time to take inventory. Here are five questions to answer before trying again to sell your products:

  1. What is most important to the people in my target market?

  2. What problems keep them awake at night?

  3. What is the desired end result they’re hoping for?

  4. Does my product help them solve their problems and reach their goals?

  5. Do I need to change my products so that they do?

The process of stepping closer to your target market and understanding that group of people may take time and effort, but it will definitely be worth it. Once you know the people in your market very well, the products you offer them will meet their needs. And that’s what people really, really want.

Bernadette Doyle is a marketing specialist who helps entrepreneurs become client magnets and attract a steady stream of their ideal clients. She publishes a free, weekly newsletter for trainers, speakers, coaches, consultants, complementary therapists and solo professionals. If you’d like to receive invaluable tips and advice on how to attract clients with ease, register at http://www.clientmagnets.com

Do You Know What Your Market Really Wants?

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Do You Need To Change Direction?

March 4th, 2010

You’ve worked hard to define yourself and your business. You have distinguished your area of expertise and identified your niche – and business is good.

But, somewhere along the line, as you work within your niche, serving those specific clients who are benefiting from your services and products, your business may start shifting in a slightly different direction. Keep a look out for this shift in direction.  It can be a very positive step – presenting more opportunities available than you’d realized.

If this starts to happen in your business, it maybe time to reposition yourself. If you’re noticing that your skills and expertise lend themselves beyond the niche you created, don’t be afraid to refocus your vision.

For example, a client of mine initially established herself as an expert in helping working moms and moms who wanted to start a business.

She noticed the same things coming up over and again in her target market – guilt, confidence, work-life balance. She did a lot of research and gathered a lot of information because she was coaching, mentoring, and advising her clients.

Although she was very successful and very satisfied with her business, she uncovered an opportunity for corporate work. Though she is still working within her area of expertise by offering workshops and services for working mothers, the corporate niche is totally different.

What she is selling to companies isn’t mom coaching. She’s selling them the end result of retaining working mothers. This is a really important distinction. She isn’t abandoning what she’s been doing with her coaching of moms, but the corporate client is really a new direction. In essence, she has two clients – the corporation who hires her and the end user, the moms that she’s already been working with in the other part of her business.

In this case, the opportunity to expand and work outside her niche led her to reposition herself to accommodate these additional opportunities.

In some cases, you might find that certain aspects of your niche aren’t working for you. This is another instance of the need to reposition your business in order to find a more suitable direction.

Another of my clients spent more than 18 months putting large tenders together to submit to government organizations, where a particularly strict type of bidding process is required by law. It’s very difficult to establish personal relationships that lead to a sale in that type of environment. Though he’s had some success in his business, he began weighing whether it was worth the enormous amount of effort he was putting in. All of the bidders are essentially on the same level, with no personal rapport with the potential client to help win the bid.  He was essentially operating in a buyer’s market. And that is not where you want to be. To attract clients, you need to turn that traditional sales dynamic on its head so that you’re operating in a seller’s market. You want to be the one with all of the advantage, and position yourself so that there is no competition. In his case, looking to private companies with whom he can establish relationships would put him in a better position.

Look for markets where it will be easier for you to build those personal relationships, and where you can position yourself as an expert.

Whether you have noticed the opportunity for additional business, or recognized the need to shift from your current niche, repositioning is an excellent way to expand your options.

You can still work within your area of expertise, but by repositioning yourself, those same skills could be very valuable on a larger scale.

Bernadette Doyle is a small business marketing expert. Get more tips and advice at http://www.clientmagnets.com

Do You Need To Change Direction?

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Posted in Business Networking, Business Plans, Business Success, Marketing, Niche Marketing, Small Business Ideas, Success Secrets | 1 Comment »

Create Packages Instead of Customizing

March 3rd, 2010

When a potential buyer makes an inquiry, have you found yourself responding with an answer similar to this:

“Well, our process is that first, we find out about your needs. Next, we’ll put together a proposal and then we’ll let you know how much it costs. And then, you can take it from there.”

Why is this a mistake? The problem here is that you’re doing an alot of work – work that you’re not getting paid for – without even ensuring a sale. In addition to not closing the deal, this type of business practice also makes the sales process very labor-intensive for you. You have to take the time to find out the client’s specific needs. You have to write a proposal and you have to work up a cost for them. Then, they’ll decide if they want your product or services.

By customizing your approach for that client’s individual needs, you could conceivably put in a day’s work or more, and have nothing to show for it in the end.

So, the first thing you need to do is stop customizing. Instead, start creating packages of your services and/or products – packages that people can see and buy, right off the shelf.

This is a practice that can work really well for you. By creating a package, you are specifying what your product or service is, setting specific prices, and actually quantifying the benefits of your offer. It forces you to make your intangibles tangible. Customers are more apt to purchase when they can see, touch, taste and smell what they’re getting.

You can also create a variety of packages at a range of levels. Begin with a starter package. You might even consider creating a budget package, to make your services even more accessible.  In addition to your base packages, I encourage you to develop a first class program or product – call it The Rolls Royce program – for those people that want the absolute best.

You don’t have to develop hundreds of packages. Two or three range levels are enough to begin with. By offering a range, you’re creating the illusion of customizing. People can basically ascertain their needs, look at your different packages and say, “Yes, that’s the one that’s right for me.”

When you develop your packages, design them so that your solutions match the client’s ideal end results. You want to highlight the benefits, not the features. Your clients don’t care so much about your process as they do about achieving their desired solution. If you’re a coach, for example, you probably focus on the coaching process, but your clients are interested in what that process will do for them.

Maybe they want to simplify their life. Maybe they want to find the confidence to apply for a promotion or find the support to start a new business. Or, maybe they want to find a new relationship or get through a difficult divorce.

There are many different things and many different end results. The important thing is to keep your client’s desired end result in clear focus when you create and describe your packages. Your packages need to clearly show clients how what you’re offering is so closely aimed at that desired end result.

You can still deliver the same quality results you would by customizing, but by turning your expertise into packaged information, you can spend a lot less time, get a lot more clients, and help a lot more people at the same time.

Create Packages Instead of Customizing

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Instant Credibility, Contacts & Cash!

March 2nd, 2010

SPECIAL ANNOUNCEMENT!

It’s my special one-time

“BONUS STEPPING UP! CALL”

Instant Credibility, Contacts & Cash!

Wednesday, 3rd March, 2010,

8:00pm UK Time (3pm EASTERN, 12 noon PACIFIC)

http://bit.ly/9vBVEn

This call is a special BONUS for my new Stepping UP! members.  Members, also get a ton of other benefits including …

• Fast Start Webinar, where I walk you through my planning process for the year ahead (I don’t know anyone else who teaches this)

• Portable digital player which has 20 masterclasses – so you get to immerse yourself in my best marketing strategies (and get the year off to a flying start)

• Ticket to the 3 day live event worth £1500/$2400 – we’ll be doing these events in the USA as well as the UK/Ireland

• Access to the Stepping UP! area of the forum which is exclusively for Stepping UP! members

• Private strategy consultation

Not a member?  Then join the “Stepping UP!” programme today so you can take advantage of this call and all the other member goodies each and every month. http://www.clientmagnets.com/steppingup2010

I look forward to “meeting” you on our call.

Bernadette

Instant Credibility, Contacts & Cash!

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Tips for Using Articles to Build Your List

February 28th, 2010

Writing articles relevant to your target audience is a great way to build your list. By providing potential clients with content they can use, you’ll give them a reason to visit your sign-up page. Here are three tips for effectively using articles to build your list.

Tip #1: Survey Your Target Audience First
Fusing the needs and wants of your target audience into the titles of your articles will ensure what you’re writing is relevant. Take time to find out what they really want to know, what kind of information you can offer that will have them turning to you for more.

An effective way to find out what they want is surveying, and there are some great tools available. Two popular, easy to use tools are AskDatabase.com and SurveyMonkey.com. Ask the people in your target audience what issues they struggle with, and then tailor your titles and content accordingly.

Tip #2: Create Your Article
As you write your articles use key words and content that will demand the attention of your target audience.  Some of us enjoy writing our own articles, but if you don’t, you can still create great content. Buy a digital recorder and record yourself answering the questions your target audience is asking.

You can also record yourself whenever you give a talk to a group. Once you have some recordings made, hire a transcriber to transcribe your audio. At that point, you can either edit the transcript into separate articles yourself, or hire a copy editor to create the articles for you.   By recording yourself and then having a good copy editor create articles from your transcripts, you’re more likely to meet the requirements of the editors on article directories.

Tip #3: Submit Your Articles
Once you have articles ready to submit to article sites, take advantage of article submission services to do that for you quickly and easily. Submitting articles yourself is time-consuming and distracts you from doing things only you can do for your business.   Be sure to provide a link back to your sign-up page.  As people read your articles, they should be directed back to your site.

Put Your Article Strategy in Motion. Writing and submitting well-written articles filled with useful content relevant to your target audience is an effective way to build your list. Consistently creating and submitting articles won’t build your list overnight, but great articles can definitely drive traffic to your sign-up page. If you haven’t tried article submission, it’s time to add it to your overall marketing strategy.

Bernadette Doyle is a small business marketing expert. Get more tips and advice at http://www.clientmagnets.com

Tips for Using Articles to Build Your List

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Posted in Advertising, Business Networking, Business Success, List building, Marketing, Money Making Ideas, Motivation, Niche Marketing, Personal Productivity, target audience | 2 Comments »

Recognize Your Niche

February 23rd, 2010

Are you waiting for that “aha!” moment to finally figure out your special role on the world’s stage? Do you expect that one day your specialty will just hit you like a bolt of lightning?

If you’re waiting for the light bulb to turn on, you may end up sitting in the dark for a very long time. More often than not, identifying your niche and your specialty is more like a silhouette emerging through the fog.

In my own experience, picking a niche always comes about gradually. You’re working on one thing, and then another thing similar to that, and before long, you are being associated with a specific specialty or setting.

You probably don’t even realize it as it happens because the process of creating your niche is steady and progressive – the feeling isn’t at all like your expectations. No fireworks, no clashing symbols.

The whole evolution of my own niche probably took 12 to 18 months. I didn’t just ask myself one day, “I wonder what my niche is?” and the next day decide to be a cold calling expert. And, once I became a cold calling expert, I didn’t stop there.

You need to just keep going and continue defining yourself in your business. Ask yourself, “What is it that people are struggling with that I can help them with?”

I honed in on the area of appointment setting and appointment making. At that time, no one else was really offering courses on that specific topic. That helped me to stand out in the marketplace. Part of the reason that I stuck with that niche was that the market kept me on track.

I’m not where I am today because I decided at a very early age that I wanted to be an appointment setting expert. If there is a demand for what you are doing, the market will tell you whether you should continue in that direction. It just may not be a direction you ever saw yourself heading in.

Keep it simple.  Look around you and ask yourself, “What am I seeing that’s coming up as a problem for people time and time again?”

You can look at the needs of existing clients, read trade magazines for your industry or visit online forums to find similar topics that come up again and again.

There will be some that you’re drawn to and others where you don’t have that same attraction. Follow up on the ones that you feel a pull toward and see what happens.

Don’t confuse identifying a niche with “what’s my purpose in life?” That is a much bigger question. You are a magnificent being with so much to do on this earth. It’s unlikely you’ll be able to boil it all down into one sentence.

But, that’s actually exactly what you need to do when you pick a niche. Boil it down. Pick one phrase. “I help ____ to achieve or to solve ____.” Maybe you help moms who want to start their own business, or need another example here.

If you’re approaching your niche as a life purpose question, it’s going to be nearly impossible to answer. Take yourself off the hook and take that pressure off yourself.

Your niche will evolve with your business. Again, learn from my situation. I didn’t stop at being a cold calling or appointment setting expert. Today I’m teaching people how to find new business. The way in which I’m helping people and the types of people I’m helping is completely different from what I started out with.

So, don’t be concerned that what you decide today is irreversible. The market may take you in another direction over the course of time.

Approach finding your niche more pragmatically. Identify the area where you think there could be demand and where you feel you’ve got some expertise and can add some value. You don’t have to have it all perfectly figured out from the outset.

Bernadette Doyle is a small business marketing expert. Get more tips and advice at http://www.clientmagnets.com

Recognize Your Niche

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Posted in Business Networking, Business Plans, Marketing, Niche Marketing, Success Secrets, target audience | 4 Comments »

Get A Better Response From Your Joint Venture Partners

February 21st, 2010

You’ve chosen your potential joint venture partners. You’ve sent them a compelling email that gives them all the information and creates lots of excitement about your promotion. Now you’re waiting for the positive responses to come in.

But what if they don’t?

There will be people who say no, who aren’t interested in the partnership. There may also be some who don’t respond at all – maybe they didn’t receive the email.

Don’t be discouraged. They aren’t necessarily lost causes.

If someone says no, or doesn’t respond, try to maintain the personal connection you established in the email. Phone them and say what you put in your email.

During the call, outline your idea. If they express interest, get into the details of how the promotion works. And then just ask them, “Are you onboard?”

Don’t assume the answer is negative if you don’t get a response. You’ve got to follow up. This is your business. This is you thinking big and wanting to partner with big players. So you’ve got to act big to do that, and you’ve got to take what you’re doing really seriously.

There are also times when a little creativity might help. For example, you may work in an industry where there aren’t many potential partners, and those you would like to approach are really “big fish” who might be too busy to work with you. Sending an email probably won’t make much of an impression on them. So be creative about how you get their attention.

You could mail them something catchy. I’ve seen people mail things like fake money or fake checks with a note saying, “This is play money but I’m hoping to send you real money soon. All the details are inside.” Wrap it up in a box so it stands out from the other mail and gets noticed.

I don’t recommend sending an actual product without permission. Some people get totally bombarded with products that they haven’t asked for and that take up space in the office. You don’t want to do something that will be a nuisance to them.

Also, some people may want to view your product before they endorse it. But do ask permission. Don’t just send it to them unannounced.

Unfortunately, you are going to get some no’s. Not everyone you contact will say yes. But don’t get discouraged. Just keep going and don’t give up.

Expect that some people will say no.  Aim for more partners than you think you’ll need. Update and add to your jv list constantly in order to be sure you’ll have enough joint venture partners on board.

Once you get the ball rolling the excitement will really begin. The promotion and partnership will build momentum.  And it will become a self-fulfilling energy that will keep you inspired to continue with future partnerships.

Bernadette Doyle is a small business marketing expert. Get more tips and advice at http://www.clientmagnets.com

Get A Better Response From Your Joint Venture Partners

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Posted in Advertising, Business Networking, Business Plans, Business Success, Internet Business, Joint Venture, Marketing, Website sales | 1 Comment »

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