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More Clients - the Online Marketing Newsletter
for Independent Professionals
from Action Plan Marketing
and Robert MiddletonIn This Week's Issue: Get to the BIG YES by first getting a lot of
little yeses.
Little Yeses
What if I told you that any marketing activity would be two to ten
times more effective if you just did one thing consistently? If you
understood what that one thing was, wouldn't you be more excited
about marketing your services?That one thing is the ability to get someone to take action with a
minimal amount of resistance or rejection.If you can get a larger percentage of people to take action to learn
more about your business, marketing becomes a whole lot easier.
The best way to do this is to find the little things that people can
easily say "yes" to.If you add up enough of these little yeses, you ultimately have a
BIG YES and a sale. The mistake a lot of people make is trying to
get to that BIG YES too fast. But for many, that feels like
pressure and we back away from pressure.If you go for little yeses, there's very little pressure. You feel
comfortable and your prospect feels comfortable. And once you
both feel comfortable, you can go for another little yes.Let me give you an example:
Someone visits your web site to check you out. They are
interested in your kind of services, and they simply want to know
more about what you do and how you do it. But they are not
necessarily ready to call you yet, let alone buy your services.What can they easily say "yes" to on your site?
The easiest thing is to offer some valuable information for free.
In exchange for their name and email address, you'll let them
download a report or article. You'll also add them to your eZine
(email newsletter) list.Sounds simple enough. But do you do it?
And if you do, do you make the offer of the free report enticing?
Do you make it hard for them to say no because it looks so
valuable? Do you make it easy and fast to find the report on your
site? And is the report professional and thought-provoking?If you can't answer yes to all of the above questions, you're not
making it easy for them to say yes. You're actually making it hard,
and those little yeses won't come as often.Yes, there's even an art to giving away something for free!
And if you master that art, you'll get dozens, hundreds, even
thousands of little yeses coming your way.In the 1920s, master copywriter Claude Hopkins promoted
products for companies like Bissell, Goodyear and Pepsodent. He
mastered the art of getting those little yeses by giving away
samples of his client's products.His rationale was simple: Give them a taste and many of them
will come back for more. He was extraordinarily effective at
growing his clients' businesses using this one principle.Of course, you can give away this free information in many ways
other than just on your web site. Offer it to people you meet
though networking, to those who attend a talk at a professional
group, or as a gift to the customers of your clients.When you market your services using free information, and you
present lots of opportunities for those little yeses, it's as if
prospects are putting their hands up and saying, "Yes, I'd like that
free information, I appreciate it. And I now give you permission
to continue to tell me more about your services."Make this the cornerstone of your marketing and I promise you
that your marketing will be two to ten times more effective than
it is now.Can you afford to put it off any longer?
More on "Little Yeses" in Marketing Flashes below.
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
InfoGuru Marketing - The Free TeleClass
What does it really take to attract more clients? Can you market
your services without feeling like a used car salesperson? How
can you make marketing a game you win more often? And how can
you close more business and get larger contracts?Maybe marketing is a mystery to you. But it really doesn't have to
be. Marketing can be fun and productive. You can be a better
marketer and attract all the clients you can handle.Since 1984 I've been working with Independent Professionals just
like you and showing them how to be successful at marketing. In
2001 I wrote the book on how to attract more clients. I call it the
InfoGuru Marketing Manual.It's really more than a manual; it's a complete system that
provides the information, guidelines, strategies, action plans and
support to get your marketing on track and producing results.The InfoGuru Marketing System contains four main components:
1. A comprehensive written manual in either pdf format or hard
copy: This is the heart of the system, with all the hands-on
marketing action plans you'll ever need to attract clients.2. Audio programs: I've recently increased the amount of audio
information on the site to almost 10 hours. There are recordings
of TeleClasses and interviews covering a wide variety of topics,
from developing an effective marketing message to improving
your networking and making more appointments.3. The InfoGuru Support Forum: Got a marketing question? Put it
up on the Forum and you'll get an answer. Usually several very
informed answers. Want feedback on a letter, a brochure, a web
site or anything else? Run it past the Forum and they'll give you
no-holds-barred input you can use immediately.4. Extra Articles and Goodies: I've included access to over 150
pages of articles, ebooks and other valuable information that you
can download and peruse at your leisure.You can order the complete InfoGuru Marketing System here:
http//www.actionplan.com/infoguru.htmlOr, if you'd like a free introduction to the world of InfoGuru
Marketing and would like to know more about how it works and if
it will work for you, you're welcome to attend a free 90-minute
TeleClass I'll be holding next week.In this TeleClass I'll cover "The Seven Biggest Marketing Mistakes
You're Making and How InfoGuru Marketing Can Solve Them." This
free TeleClass will give you some amazing insights into what you
need to change into order to be a better marketer.Click below for details, date and time:
http://www.actionplan.com/infogurutc.html~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Marketing Flashes on "Little Yeses"
What can you give away that's easy to say "yes" to?
* Start with articles and reports. They are fast and inexpensive
to produce and very easy to give away in the form of a pdf that
you send by email. Get a utility that turns your Word docs into
pdfs by going to "www.shareware.com" and typing "Word into pdf."* TeleClasses are a great way to give a sample of your services.
All you need is a good one-hour presentation that you deliver over
a conference line. You can even sign up for a 100-person line for
free through www.freeconferencecall.com.* Instead of a "free consultation" with a prospect, offer an
"Executive Briefing." This sounds more valuable, but it's simply
an opportunity to meet and get to know your prospects while
briefing them about your services.* Free or inexpensive workshops or presentations can work very
well for many businesses. Give them an hour or two of valuable
information and then follow up. These can be delivered publicly or
presented in-house.* Have a book? Don't worry about selling it. You'll make a lot more
money if you give away a lot of copies to prospective clients. If
they like what they read in the book, your foot is in the door.Until next week, all the best,
Robert Middleton
ACTION PLAN MARKETING
Helping Independent Professionals Attract More Clients~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
210 Riverside Drive
Boulder Creek, CA 95006
831-338-7790© 2004 Robert Middleton, All rights reserved. You are free
to use material from the More Clients eZine in whole or in part,
as long as you include complete attribution, including live web
site link. Please also notify me where the material will appear.
The attribution should read:"By Robert Middleton of Action Plan Marketing. Please visit
Robert's web site at http://www.actionplan.com for additional
marketing articles and resources on marketing for professional
service businesses."* * * * * * * * * * * * * * * * * * * * * * * * * * * * * *
