Never Hide From Your Customers

Writen by Marte Cliff

Years ago I attended a Realtor's convention where one of the booth themes was "Don't be a Secret Agent." The whole idea was that when you're in sales you'd better let everyone in your sphere of influence (and beyond) know, or they'll use someone else and you'll have hurt feelings and an empty bank account.

Lately I've been thinking about how that applies to each and every business in the universe. And the fact that there's more to it than that.

People may know about you, even want to do business with you, but if they can't find you easily, they'll go elsewhere.

You have to make yourself "Easy to Get."

Just the other day I needed to find an acquaintance that has a small side business. I knew the name of the business, but it wasn't listed in the phone book. I knew her first name… no help there. Finally her last name popped into my head and then I only had to remember her husband's name to find them in the phone book. I persisted because I knew she was the only person nearby who could provide what I wanted. But if there had been someone else in the Yellow Pages…

You get the idea.

So what can you do? First of all, if you have a local service business, hand out your cards all the time. Never assume that since you gave them out once, people still have them. They probably don't. Or if they do have one, they won't remember where they put it when they need you. Give your cards to friends and ask them to pass them along. Give them to every new person you meet. Post them on the bulletin board along with the others at the local café. If you leave a great tip after dinner, leave your card with it. When you pay a bill with a local merchant, include your card.

When you do a mailing to prospective customers, include your card. They might not keep the whole letter, but the business card might go into their card file. At the same time, make darn sure that letter has all your contact information on every page. That includes your phone, fax, e-mail, and mailing address. If you use your cell phone often, include that too.

The same goes for e-mail. Never assume that everyone wants to communicate electronically. Add a signature to all of your email that shows what you do, along with your phone numbers and your postal mailing address, as well as your return email address.

Then there are print ads. Every once in a while I see a newspaper ad that was a complete waste of money. The ad might have gotten my attention, but they forgot the address of the business and/or the contact information.

In short, make it easy for anyone to find you … no matter which method they prefer.

Never hide from people who want to give you money.

Marte Cliff is a Freelance Copywriter with many more tips to share. Visit her at http://www.marte-cliff.com/ and sign up for a free monthly advertising ezine. Marte also offers a no-obligation critique of your present advertising.

Marketing Your Service Business

Writen by Gail Metcalf

Marketing any business is a science professional marketers follow to get results. There are three principles that are most important to the small business owner and should be adopted and used:

1. Benefits - Most people make the mistake of telling everyone the features of their business. This is not what your customers are looking for. They want to know why they should give you the job and not your competition.

2. Business Purpose - Are you sure you understand what your business purpose is? Most people start a business to make money. But your real job is to satisfy your customer needs.

3. Market Testing - Most small business owners run advertising because they've heard that's what you do to get customers. But they fail to track their ads to learn what is working and what is not. The natural response to a failed ad is to decide the ad did not work due to the publication or timing. This may be part of it, but only by tracking and measuring the results of each ad will you discover if it's even worth spending the money.

Benefits After defining your new business, it's only natural to want to tell everyone what your business does and how the service is performed. Not everyone is interested in that, especially in your advertising. Those are the features of your service but real people that need your service want to know how they will benefit. A Pest Control service is just like any other, right? They come to the property and spray the inside on the initial appointment and spray the outside on every appointment. Not much to tell anyone except maybe you get behind, up high and in the corners. But that still doesn'ttell me anything. By getting behind, up high and in the corners, what is the benefit to me, your customer?

- "We sweep down cobwebs so you don't have spiders multiplying in your living area."

- "Your attic is thoroughly inspected for crevices and holes which allow squirrels and mice to live. We'll seal these up to prevent these critters from multiplying and storing food supplies and scaring you in the middle of the night, running down the outside wall."

- "We clear all vaulted roof and ceiling areas of bees and wasps so you're not caught in a swarm while enjoying your nice evening on the patio."

These are all benefits that cause the reader to start thinking they really do need your service. These are people that would have never called you because they were not aware of these problems. Now they're worried because they've never looked for these problems and how many do they have? They can't get to their phone fast enough. You've managed to convey some of the problems people could have on their property and you've stirred them to action with a little fear. Understand how important this is as compared to some of the features you may be inclined to advertise.

Purpose Are you in business to make a profit or to add value for your customers? This is the most effective sales tool you have. How many times have you called a company and have been dissatisfied just with the person answering the phone? They seem indifferent to your needs, shallow, uncaring. People sense this right away and will assume the service you offer is run with the same indifference. People want to know you care about them. And it's really not hard to do. If you are running your business with the joy of providing a service your customers need, people will be attracted to your business and will refer you to their friends and family. Get clear about why you are running your business. If it's only to make a profit, then you need to do something else because you will never succeed at a pace that allows you to have a lifestyle and a business.

Testing Even if you knew to test the results of your ad campaign, would you find the time to do it? Probably not, because you're busy running the details of the business. But what if I told you this could save you a lot of money in useless ads? Most advertising is useless because small business owners don't understand the basic concepts to make it successful. Good ads don't just happen. Even professional marketers make sure they test every aspect of every ad. A minor change to the headline, the body or the call to action could make a major difference in the campaign results; as high as 100-300%.

Gail Metcalf built her cleaning business from the ground up. She currently sells The House Cleaning Pro Turnkey Success System. Permission is granted to reproduce this article but credit must be given to the author. No part of the article content can be modified, and a link must be provided to: http://HouseCleaningPro.com

Portable Trade Show Booths

Writen by Kevin Stith

One good reason for getting a portable display trade show booth is because it can save you a lot of money without compromising on the goal that you plan to achieve with it.

Transporting a conventional booth can be a rather expensive proposition; opting for a portable one can many a times be a sensible option. Shipping costs for big and heavy tradeshow booths can get uncomfortably high, unless the show is taking place somewhere nearby. You can easily overcome this problem with a portable booth.

Most of these booths fit in one box, making them easily manageable by one person. One person is usually enough to set up as well as pack up and store the portable booth. A single person can often easily transport these types of booths, saving financial resources that could be targeted at more productive endeavors.

Another advantage of a portable trade show booth is that its use is not restricted to trade shows alone. The fact is that you can opt to use your portable booths as effective marketing tools inside as well as outside a trade show. A marketing team usually identifies locations where trade show booths can be used for promotions. Your trade show booth can be put up at local festivals, within your office, or, if your product line permits, then even at a mall. You might even consider using it in a rented park space as long as it is proper to do so.

Although the initial costs of getting a portable display booth can appear to be larger than those of a normal booth, any promoter must consider that the maintenance and shipping costs of regular booths is much higher. In effect, if trade show promotions are a marketing strategy you intend to use, then portable booths easily make it a cost-effective step in the long run.

Trade Show Booths provides detailed information on Trade Show Booths, Trade Show Display Booths, Trade Show Booth Design, Portable Trade Show Booths and more. Trade Show Booths is affiliated with Custom Trade Show Displays.

Being Visible On A Budget

Writen by Claire Cunningham

Once upon a time a company introduced a new product. They didn't want their competition to know, so they didn't advertise or even send out a news release. Sales of the new product were disappointing. The manufacturer was unhappy. What went wrong? Any thoughts?

My answer is that this kind of "stealth marketing" doesn't work. You need to be visible to sell something. When this manufacturer started promoting their new product, sales picked up.

So visibility is good for business. But how do you get visible with limited resources? Here are some programs I recommend.

1) Postcard marketing - Use postcards to ask for referrals, announce events, build website traffic, say thanks, and more. Of course, for best results you need a good list.

2) News release program - Does your company bring new products or services to market? Publish literature? These are great subjects for news releases. Send releases to editors at relevant publications regularly to get more than your fair share of coverage. Public relations activities like this are time-intensive, but cost much less than advertising.

3) Feature coverage - Getting major coverage in the right media outlet can enhance visibility and credibility quickly. Use research and planning to ensure your topic is timely. Then target specific editors.

4) Case history articles - Highlight your company's capabilities with problem/solution articles. Well-written case histories are in demand -- by readers and editors alike. These stories make great website content, too.

5) Internet - Creating and maintaining a website is relatively low cost, especially compared to printed pieces like brochures. If you need to reach young adults, teens or business people, the Internet is where you need to be. E-mail marketing can be a good tool, too, but be sure to get the recipient's permission.

6) Newsletters - Developing a good newsletter takes market intelligence and careful planning. Then you need discipline and skill to crank out something worthwhile on a schedule. But it's worth it! A good newsletter can gain you loyalty, credibility, and – oh yeah – visibility.

7) Identity - Maintaining a consistent identity is a low-cost way to maximize impact. Consistency and professionalism help any business over time. Consistency means repetition. That's what solidifies ideas in our brains. Professionalism is about looking good. If you want to be taken seriously, present a professional image.

Whatever you do, repeat, repeat, repeat! A single mailing (for example) may get disappointing results. Don't be surprised or discouraged. Keep at it with a consistent look, message and audience, and over time your message will sink in.

©Copyright 2005 Clairvoyant Communications, Inc.

About the author

Claire Cunningham, president of Clairvoyant Communications, Inc., helps companies jumpstart their sales with increased visibility. Claire shares her marketing communications expertise at http://www.clairvoyantcommunications.com and through monthly e-newsletters Communiqué and Communiqué-Small Business. Avoid costly errors with Claire's "Top Marketing Communications Mistakes Companies Make." Call 763-479-3499 or e-mail claire@claircomm.com for a copy.

Attendee Walking The Aisles 6 Trade Show Tips For 06

Writen by Julia O'Connor

Are trade shows in your marketing plans for 2006? There are times when smart exhibitors don't exhibit but visit shows as attendees to gather new ideas, scope out the competion and look for opportunities.

Walk the aisles, see what's new, plan purchases for the coming year? Is this the show when you pull out the order book or checkbook and make a commitment? Trade Show Training, inc. offers these 6 quick tips for those who are not exhibiting but who form the reason for any trade show – YOU - the Attendee…

1. LOOK FOR THE COMPANY….
While sales people are paid to be persuasive, you want to do business with The Company. Review the pre-show information and read the program about exhibitors. Select those that match your requirements in terms of longevity, products, services and guarantees.

2. LOOK AT THE STAFF….
Are you asking general questions or do you need an expert? Understand your needs or your company's requirements before you step on the floor. Ask around your firm – how can you help while you are at the show – before the show.

3. PLAN YOUR ROUTE….
Each show has a floor plan. Use it. If you don't have the info you need, contact show management. Map out those exhibitors you want to see. There are two ways to do this – by aisle or by product. Review your requirements and hit the main ones first. TSTi suggests you go down every aisle. Because you never know who is a new competitor.

4. BE OPEN TO NEW STUFF….
You will never be able to absorb everything at one show. There will always be a new company, product, service, concept… something that will be unexpected. Maybe it is in a small, ugly exhibit stuffed in a corner with the hottest new product to be introduced at the show, and you don't know about it. Or a new #1 competitor that cracked your business and knows everything about your hottest product.

5. LEARN TO S-M-I-L-E, then SMILE….
Whether you are attendee or exhibitor, there should be politeness on both sides of the aisle. Personality, expertise, social graces, appropriate business manners and tenacity are important for everyone at trade shows. Remember to S-M-I-L-E – See-Meet-Introduce-Listen-Engage

6. FOLLOW-UP ….
If you are interested in an answer, you may need to follow-up yourself with the company. Despite all the fancy lead trackin systems, it is still true that about 80% of leads are not followed-up and it has nothing to do with you personally. Why? Now there are many more opportunities to slice-and-dice your info to oblivion. Not an excuse but today's reality.

On the other hand, it pays to be polite. If you gave your information to an exhibitor – RFP, RFD, badge swipe, business card, form for a gift, attendee list, etc. – then be gracious about follow-up contact from that company.

Do you know that you gave permission? As an attendee, you are fair game for any exhibitor. Enjoy the show.

Julia O'Connor - Speaker, Author, Consultant - writes about practical aspects of trade shows. As president of Trade Show Training, inc,, now celebrating its 10th year, she works with companies in a variety of industries to improve their bottom line and marketing opportunities at trade shows.

Julia is an expert in the psychology of the trade show environment and uses this expertise in sales training and management seminars. Contact her at 804-355-7800 or check the site http://www.TradeShowTraining.com

Choosing An Exhibition Stand

Writen by Paul Symonds

There are a variety of different types of exhibition stands and choosing the right stand for a given situation, can thus be difficult. Do you need a modular stand, portable banner stand, portable pop-up stand, panel-and-pole stand or perhaps even a literature stand? The different types of exhibition display stands are discussed below.

Modular exhibition display stands tend to be large stands (as compared to pop-up and portable stands) and the frameworks are often rigid and more traditional. A lot of modular display stands are often custom made, i.e. for large exhibitions such as those you might see at the big exhibition including Earls Court, Olympia and Excel Centre (all in London). These stands can be expensive but dynamic and large.

Pop Up Display stands are quite different from modular stands. Pop up stands are much quicker to set-up, much smaller and thus portable and far cheaper than modular stands. A pop-up stands, such as the 'Apollo' model by Clip Displays, is lightweight and can be put up within one minute.

Panel-and-pole exhibition stands on the other hand, can offer a sizeable exhibition stand yet one that is still affordable and also transportable. These types of stands are put up using panels which are clipped to poles and which can be assembled in a matter of minutes. Banner Stands can be a good option if you are looking for an inexpensive yet professional display. Banner stands are often retractable and lightweight, with some models weighing no more than 4kg. Banner stands usually come with a carry bag with shoulder harness.

Choosing an exhibition stand depends very much on:
- Your budget
- The size of the exhibition
- Whether or not you need to re-use the stand

If you are attending a big exhibition in Earls Court then a modular stand, if your budget permits, could be the way to go. If you are a travelling salesman, looking to exhibit your goods in a quick and simply way, then a retractable roll-up stand can be better.

Paul Symonds MSc & BAHons. Exhibition stands including modular and portable

Niche And Grow Rich

Writen by Andre Anthony

Unless you've been living under an Internet rock, you've probably heard the buzz about Niche Marketing. Right now it's the hottest marketing topic online.

Is it a new concept?

Well on the Internet maybe, but if like me, you've been involved in direct response marketing in the 'Bricks and Mortar' world then it isn't - that's the way we've done things since time immemorial.

So what's this Niche Marketing thing all about?

If you have ever taken Marketing 101 then you'll have heard of the old marketing adage : "Find a need and fill it" - that's what "Niche Marketing" is all about. Finding a "focussed" group of people, with a specialized interest, eager to buy (The Niche) and promoting a suitable product or service to all those interested in buying it (Marketing).

Let me give you a few examples of these Niches :

Recipes  Golf  Fishing  Health and Fitness  Travel  Collectibles  Dating  Dog Training  Satellite TV  Beauty Tips  Astrology  Cats  Bartending  Alternative Health  Hand-poured Candles  Gourmet Foods  Gambling  Mortgages  Credit Cards  Music  Jewellery

...... the list just goes on and on and these are just the main headings, there are niches within each of these niches ... Think of a subject and there's likely a niche market for it...

But the name of the game is to find a "tightly focussed" niche. The reason for this that if you target a general market the competition is fierce and it's hard, if not impossible, for the little guy to get a foothold.

When you narrow down the size of the market you eradicate most of the heavy hitters with bottomless advertising budgets, because these guys aren't interested in making a few thousand bucks a year from these tiny specialized markets, they're after millions from mass markets...

... And let's face it if you're a little guy you simply can't be everything to everybody, so you must pick a specific focus (Niche) for your business. For example don't target "Fishing", instead target "Fishing Baits" or "Fishing Lures" both of which have a much more specific focus...

...Get the idea?

Once you narrow down the size of the market you have an automatic advantage over larger companies. Here's why :

* You can quickly become an expert in your niche (if you're not already)

* It's easier to keep current with a narrowly focussed market niche

* You can respond faster to changes in the market

* You can build close relationships with key customers that will be hard to compete with

This is something I learned from experience - if you're interested you can read my story here : http://www.nichemarketknowhow.com/articles/andre-anthony- value-of-niche-marketing.htm.

By now you're probably wondering about the mechanics of this niche marketing stuff. In a nutshell here's how it works :

* Find and research profitable niche markets

* Locate or develop suitable products/services to market

* Set up a web site to market the products/services

* Establish a marketing system that works for you

* Repeat the process over and over again with a different niche each time.

Imagine having a niche site producing one sale a day at say $20. That's $7300 a year - how many sites could you set up and run 10, 20 ....?

But before you get too excited, I have a word of caution for you:

Niche marketing is not a magic bullet. It isn't a matter of putting up a web site and then sitting back and waiting for the money to roll in - "build it and they will come" may have worked for Kevin Costner in Field of Dreams, but it doesn't work that way on the Internet - if you do that you'll be waiting a long time.

If you want a successful niche business, you have to work at it just like any other business - if you're prepared to put in the effort though the rewards can be significant.

Copyright © 2005, André Anthony Niche Market Know-How

André Anthony owns and operates Niche Market Know-How a resource for beginning Niche Marketers. Visit http://www.nichemarketknowhow.com today to find strategies, tips, tools, products and resources for effective niche product creation and marketing. Get his Niche Market Know-how Mini Course here: http://www.nichemarketknowhow.com/course.htm

20 Power Marketing Tips

Writen by George Torok

Use these powerful yet simple tips from the national best-seller, "Secrets of Power Marketing: Promote Brand You" - the first guide to personal marketing for non-marketers.

Create and grant an annual award.

Send hand written congratulations and thank you notes.

Send greeting cards for some occasion other than Christmas.

Send postcards when you travel and even when you are at home.

Give a good book to special clients. Always sign it with a positive message.

Build relationships with the media before you need them.

Associate with winners - attend awards functions.

Build and maintain a database of clients, prospects, and key influencers.

Earn certifications and win awards from your associations - and tell everyone.

Ask happy customers to write testimonial letters for you.

Recruit your suppliers as marketing agents. They work for free.

Join and be active in your chamber of commerce.

Write tips sheets for your customers.

Write and send articles to magazines and newspapers.

Send a news release to the media every three months.

Do something crazy and newsworthy at least once a year.

Send photocopies of your news coverage to your clients.

Build and maintain an informative and interesting web site.

Sponsor a cause, event, charity or community group.

Volunteer for your association, charity or community group.

This article is based on the strategies and techniques described in the national bestseller, "Secrets of Power Marketing: Promote Brand You"

©George Torok is co-author of Secrets of Power Marketing. He delivers motivational keynotes and practical workshops for corporations and associations on communication and thinking skills. He can be reached at 905-335-1997 Register for your free monthly tips at http://www.Torok.com

Real Estate Marketing Online The Power Of Information

Writen by Brandon Cornett

How to increase your real estate marketing success by offering informational reports through your website...

Do you have a website? Do you have some basic research skills? If you answered yes to both questions, then you have the tools to take your real estate marketing program to an exciting new level.

In fact, by the end of the week you could publish a highly enticing report and offer it through your website (in exchange for a newsletter subscription or some other form of lead capture).

But like anything else in real estate marketing, you get out of it what you put into it. Some real estate agents use the free report method with great results. For others it's a waste of time. The difference is all in the approach.

Here are some keys to success:

1. It all starts with the report itself. You have to put a lot of value into it. Make it something that's not readily available elsewhere, like hard-to-find information about future development around a particular neighborhood. If the information is readily available, include a lot of it and focus on the timesaving benefits (because you've done the research for them).

2. People can't request something they don't know about it. So promote the report through your normal marketing channels -- direct mail, website, newsletter, ads, casual conversation, email signature block...

3. Create multiple reports on different topics related to real estate / buying a home / selling a home. Set them up on a separate page of your website. Let people "shop" for the free report of their choice. The more topics you cover, the more likely people are to find something they really want.

4. Show pictures. People believe in what they see, so feature a picture of the report's cover page, or maybe a sample image / graphic / chart from the body of the report. Use visual enticement, not just words.

5. Try to get a testimonial from somebody who found the information particularly useful. Feature it in a callout box near the headline, near the picture of the report, or near the "sign up" / "download" button.

6. Make sure the report is "king" of the page it's on. In other words, don't have a lot of other items competing with it for the reader's attention. If capturing their contact information is the point of that particular web page, make it the only point.

7. Have some way to capture leads. You're essentially exchanging your valuable item for the right to contact the person receiving it.

Informational reports can improve your real estate marketing program by creating a stream of qualified leads. But you only get out of it what you put into it:

Half-baked reports positioned poorly will flounder. Well-crafted reports marketed properly can become lead-generating machines. The difference is all in the approach.

* You may republish this article in its entirety as long as you include the byline and author's note. If publishing online, please leave the hyperlinks active.

About the Author
Brandon Cornett is the founder of ArmingYourFarming.com, a web-based company that provides marketing guides to real estate agents. For dozens more articles on real estate marketing, visit http://www.armingyourfarming.com.

Small Business Marketing Strategy Where Are You Positioned Right Now

Writen by Craig Lutz-Priefert

OK, once you are convinced you need to wave your Brand Banner, the next step is to determine where in the mind of the customer you are positioned relative to your competition. Remember, it's the combination of Brand, Package and People marketing elements that lead to small business marketing success. But a strong Brand is the foundation.

First, let's look at the competition. You know your competitors…probably better than you think you do. Make yourself a very small chart. You can make it as a table in Microsoft Word, or in Excel. You can even rough it out on a piece of notebook paper. Make four columns, with the following column headings:

• Competitor
• Estimated Market Share
• #1 Reason People Buy from Them
• #2 Reason People Buy from Them

Underneath the column headings, list your top three competitors, and briefly fill in the relevant information in the column headings for each competitor.

We recommend that you do not go out to your customers with a survey to gather this information. You might ask a few key Achievers for help if you're stuck, but most small business owners know their competition well enough to fill in this simple table in their sleep.

Second, let's look at the invisible competition. If a customer doesn't choose you or the competition, then where does that customer go? Where does she spend her money? For example, restaurants' competitors often aren't each other, but "Dinner and a DVD" at home. Your visible competitors are usually easy to find: you just go to the yellow pages, and there they are. But it's those substitute products or services that we want you to take notice of, right now.

Write down your two top invisible competitors underneath the little competitor analysis table.

Third, let's uncover where your company is positioned in the mind of your customers or prospects, right now. Are you in the middle of that pack of competitors, or do you fill a really unique spot? Just jot down one or two sentences comparing your position in relation to your visible and invisible competition.

So you've written down three different categories relating to your customers: your top three competitors, your invisible competition, and your company.

Fourth, it's time to Brainstorm just how you can improve your marketing message to take advantage of your current position. You will want to clearly appeal to your customers, but stay in line with where you are already positioned. Remember in an earlier article the analogy of Brand as a sailboat on a lake.

This is one time you'll want to use your employees to help you discover creative and unique ideas. Involve those Achievers in a creative planning session. Solitude can and will bring you insight, but you need the eyes and especially ears of your best staff. Achievers listen to customers; your current customers will often make a little, off-hand comment that can clue you in to exactly where you are positioned, relative to your competition.

Note that we aren't trying to establish "features and benefits" here. This exercise isn't designed to be a training course for your salespeople on how to answer specific objections. That may be a secondary benefit you gain from this exercise, but it isn't our main purpose.

Instead, we are trying to help plant your Brand Banner in the mind of your prospects. It's very tough to go head-to-head with any of your competition; it is so easy to end up as a "middle-of-the-pack" brand in the mind of your prospects. And, when you are herded into the middle of the pack you are much more vulnerable to price attacks and other competitive moves by your competitors. It is much better to pick a weakness in several competitors' armor, and find a strength you can use to exploit against their weakness. You can then build your marketing around this and differentiate yourself from your competition. It is just this technique that is strongly advocated in the marketing classic by Ries and Trout, Positioning.

For example: let's say you know from earlier research into your customer base that your customers perceive you as a quality, on-time provider. You can use these brand attributes to fight against a competitor that solely markets itself as a price leader. Don't try and go head to head on price unless you are seriously ready to cut your margins and are ready for a war fought down in the attrition trenches. It is better to stress what sets you apart from the competition and use your promotions to emphasize that over and over to your customers and prospects.

Building a brand is not an overnight job. For most small business, the brand is already built--there is a customer base that chooses to buy from your company already. The job isn't so much to build a brand but build on the brand; discovering where you are positioned relative to actual and invisible competitors is a critical first step in the process.

© 2006 Marketing Hawks

Craig Lutz-Priefert is President of Marketing Hawks, a firm providing essential marketing vision for small business. Marketing Hawks also sponsors the ongoing small business adventures of entrepreneur Crystal Trino at the JourneyToday website.

Real Estate Marketing The Talkability Factor

Writen by Brandon Cornett

You won't find "talkability" in any dictionary. But it has everything to do with your personal marketing program. This article explains what it is and how it can help you grow your business.

Let's start with a definition:

Talkability (noun) – 1. The ease with which a product or service can be talked about. 2. The likelihood that a product or service will be talked about.

Ever experience a product or service so incredible, so above and beyond the norm, that you couldn't wait to tell someone about it? That's talkability. Talkability is more powerful than "noteworthy" and more interesting than "interesting." It lives in the "remarkable" neighborhood.

So what does it have to do with real estate? Well, if you realize that most real estate business comes from referrals, you'll begin to see the true power of talkability in helping you grow your business.

Increasing Your Talkability Factor
To increase the talkability of your services, you must offer something so unique it's virtually impossible for people to keep to themselves, something they cannot resist talking about. A first step is to ask yourself the question, "If I were my own client, what would be remarkable to me?"

This is the fun part. It's called the "What if" game. First, turn off your internal critic, that little nagging voice that says things like "That's silly" or "That will never work." Next, make a list of "What if" statements about your services:

• What if I found a way to offer free interior design consultations to buyers, redeemable for 30 days within move-in?


• What if I offered "around the town" tours to relocation clients, showing them local schools, shopping and recreation?


• What if I offered sellers a free "Curb Appeal" consultation from a local landscaper?


• What if started a monthly home-buying seminar and promoted it on the news?


• What if I took a photography course and offered clients professional home photos for their listing?

What if ... what if ... what if.

The point is to keep going until you exhaust your imagination. If you produce nine ideas and keep only one, you haven't lost anything. You've gained a great idea that will create talkability.

When you're screening ideas and deciding which to keep and which to cut, imagine somebody telling their friends about each item. Does it seem like something they would want to share? Can you imagine them saying, "Tom, you won't believe what my agent did for me..."?

If so, you've achieved talkability.

Marketing Alone is Not Enough
A remarkable service with average marketing will outsell an average service with great marketing. Remarkable products and services have talkability, so even with average marketing their messages will reach farther and wider than the average product with great marketing.

Talkability Success Stories
If a product or service has extremely high talkability, it hardly needs any marketing at all. Red Bull and Starbucks had high talkability when they launched (still do).

As a result, they grew to epic proportions with virtually no initial advertising. Red Bull only started advertising a couple years ago, and Starbucks still does virtually no advertising. Yet people couldn't resist talking about these products. These products surfed on waves of talkability.

Those are products. Now let's look at a service with talkability. Here in Austin, Texas, there's a barbershop called Sexy Scissors. Their name says it all, and their motto drives it home: "Hot stylists. Cold beer. Great haircuts." They have sports on all the TVs and a beer keg built right into the receptionist's desk!

See what I'm doing right now? I've succumbed to the talkability of this service. As a result, I'm giving them free publicity. Whether or not you agree with their "angle," you have to acknowledge the talkability of it. Can you imagine the number of men who've said, "Hey, Joe, have you heard about that place called Sexy Scissors?"

Has it worked? Well, as of this writing, they're building a new location in Houston and putting out the call for additional franchisees. I predict their growth will continue for years to come.

I'm not suggesting you start a sexy real estate service. (Although, if you're in Los Angeles...) I'm suggesting you find a way to put more talkability into your service. Think of it as a way to recruit an army of marketers for your service. The higher the talkability, the more people there are to spread your message.

Brandon Cornett has worked as a writer and advertising manager within the direct mail industry. He now dedicates his time to helping agents and brokers improve their real estate marketing programs. His free newsletter is available at: http://www.ArmingYourFarming.com.

Gift Cards Is It Time To Use Them For My Business

Writen by Steven Schneidman

You're probably thinking, here we go again somebody is trying to sell me something that I really don't need. I'm sure it will benefit them, but will it benefit me? Firstly let me say that my company, Solutions Ink does sell gift and loyalty cards. The market out there while huge is certainly not for anyone. Who then are these cards good for?

These cards are great for chain stores with multiple locations and for stores with very loyal repeat customers. Why are these stores prime candidates? First let's examine the large chain stores. Today more than ever people's disposable time is very limited. Buying a gift for someone takes time and effort in researching a product the person might enjoy , and then finding the right size and color. Today everybody is looking for convenience. It takes 2 minutes at a cash register to get a gift card. Firstly the price you want to pay is exactly the amount on the card. If the recipient wants something more expensive, they can simply add onto it. The recepient can spend his time finding the right size and color and shop when he or she wants the item.

As far as the store goes, they know that once they've sold you the gift card, the sale is coming. Their cash flow is improved because the cash sits in their bank account t'ill you use it. More importantly a growing percent of people who receive these cards never use them. Lastly, most people end up spending more then thier gift card in the store. The question really isn't why should I invest in gift cards but rather why I am I not running out to purchase them?

Another great reason is dut to the technological revolution. With bar codes and mag stripes affixed on the back of the cards, the stores are now able to capture important information about the end user. They can see who uses them, what they use them for and create new marketing campaigns targetted to these people and uses to get an even larger percent of these people's discretionary income.

The second type of person is a smaller business store who is trying to direct more traffic to their store. A new twist on these gift cards is actually selling the cards at a discount or partnering up with some loyalty card company to offer them as rewards. What ever discount they give either to the purchaser or to the loyalty card program is easily made up on the benefits of the cards, whether it be directed new sales, never used cards or getting their customer to spend more than the gift card amount.

Does this sound interesting to you, then run to either give me a call at 514-337-2238 or email me at info@solutionsink4u.com, to see how we can help your company make more money? Why are we letting just the big guys make the easy money? Let Walmart, The Gap, Macy's, Chapters, Barnes and Nobles, Starbucks, and Sear's know that we're all going to get a piece of this lucrative market.

Steven Schneidman

www.solutionsink4u.com

Steven Schneidman has a B.A. in Psychology and an MBA, was a professor in finance at a Montreal University, worked for the secong largest bank in Canada and has and does own 2 printing and promotional product companies. He does work with many Fortune 500 companies as well as a slew of smaller companies all over Canada and the United States.

Message Modules How To Use Your Elevator Pitch As The Building Block For Stronger Content

Writen by Nancy E. Schwartz

I've frequently written about your elevator pitch, the 30-second opportunity you have to tell – and sell – your nonprofit's or foundation's story in the course of an elevator ride. These key points can also serve as the building blocks of longer presentations or copy. Milo O. Frank, expert on the elevator pitch and author of "How to Get Your Point Across in 30 Seconds or Less," suggests looking at each of the points in an extended presentation or copy as individual 30-second messages.

"During the two, three, five, or ten minutes that your presentation lasts or a reader scans your copy, you'll have an opportunity to ask – and answer – several provocative questions, paint more than one picture, use more than one personal anecdote or experience. The strategies that kept your listener alert and interested in your 30-second message will achieve the same effect in a longer speech," advises Frank.

Frank's idea is simple but innovative. I'm in the midst of experimenting with this technique for a current client. I've nicknamed this approach "message modules" and promise to keep you posted.

Want to know more about message modules? Take a look at Frank's book, "How to Get Your Point Across in 30 Seconds or Less."

Business communications consultant Frank has created the ideal guide to perfecting your organization's message in our era of information inundation. According to Frank, you can get your point across in 30 seconds. Media research proves it. Television commercials capitalize on it (sadly). People are only able to give their full, undivided attention in 30 second "bites" that equal the typical attention span.

Working within this timeframe, Frank's handbook guides you through getting your audiences' attention, engaging them and motivating them to take the desired action. Putting the techniques Frank outlines into play will challenge you to strengthen your nonprofit's or foundation's core messages. And a laser-sharp pitch is an absolute necessity in these challenging times.

You'll find Frank's guide equally useful as a training tool or resource for your colleagues -- writers, fundraisers and public speakers.

Nancy E. Schwartz helps nonprofits succeed through effective marketing and communications. Subscribe to her free e-newsletter "Getting Attention," at http://www.nancyschwartz.com/getting_attention.html and read her blog at http://www.gettingattention.org for more insights, ideas and great tips on attracting the attention your organization deserves.

Small Business Marketing Tip 6 How To Build Your Image For Free

Writen by Jimmy Vee

Every small business owner, entrepreneur and independent sales person needs to think about their marketing in terms of direct response.

What is direct response?

Well, direct response marketing is marketing that delivers a trackable and measurable return on the dollars spent.

Seems pretty simple, straight forward and logical - don't you think?

Then, why do some many small businesses consistently toss tons of time, energy and money down to the tidy bowl man?

Why do they constantly talk about and spend dollars on "getting their name out there?"

It's a complete waste of limited cash and resources and it doesn't work.

You can not build brand as a small business with a limited marketing and advertising budget. If you don't have a Cola Giant budget you can't copy the Cola Giant's ad strategy – i.e. spending money to "get your name out there" and hope you get customers in return.

That is leaving your business success up to chance and that's not a smart strategy.

But you want to build image and brand awareness…Right?

Listen, you can't deposit brand awareness in the bank and if your marketing efforts don't yield something you can deposit in the bank then you shouldn't be doing it.

That is why you need to study, learn and practice Gravitational Marketing SM .

You have to stop thinking about your role in your company as a maker or seller of widgets. You are not in the business of making or selling widgets.

You must be in the business of marketing widgets. Your role has to become chief marketer of widgets.

For example…let's say you own a pest control company.

What business are you in?

The obvious answer is the pest control business.

But in this case the obvious answer is the wrong answer. And as in most things in life the common thinking only leads to common results.

Common Results = Common Life.

The correct answer is that you are a marketer of pest control.

The marketing function is what brings in the business. It's what generates the leads that turn into sales which bring in the dollars that you can deposit into your bank account.

Your thinking has to completely change if you want to be successful.

This total reengineering of you role has to occur if you want your business and your life enjoyable, simple and prosperous.

Jimmy Vee and Travis Miller are the authors of "The Ten Tall Tales Of Traditional Advertising That Cost You Tons" and their newest release, "The Small Business Owner's Guide To The Galaxy: Jim & Travis's Super-Stellar, Out Of This World, Step-By-Step Guide To Generating Leads, Attracting Customers and Making Sales." Get FREE small business marketing tips, shortcuts and secrets - RIGHT NOW - at http://www.GravitationalMarketing.com

Color Part 2 Formats And Systems

Writen by Erin Ferree

There are several color formats and systems available for mixing and specifying colors. Here, we explain three of the most common systems: RGB, CMYK, and Pantone colors.

RGB color

"RGB" refers to the colors of light that mix to create colors. There are three basic colors of light - red, green and blue. When combined, they create an entire rainbow of colors, either by reflecting off, surfaces or by shining onto surfaces.

In design, RGB color is only used in website design and other designs that are only meant to be seen on your screen (software user interfaces, HTML email, PowerPoint presentations, and TV or movie graphics).

If you send a design to be printed, or print a design that has been created in the RGB color space on your home printer, the printout may not match what you see on the screen - RGB colors on the screen tend to be brighter than what is printed on paper. This is because the colors onscreen are created with light, which adds brightness of its own to the colors. When printing on paper, the light is taken out of the equation. The other reason for this is that an RGB color can be "out of gamut" for CMYK printing, meaning that some of the colors cannot be replicated with printing inks.

CMYK color

CMYK color is also known as four-color printing, full-color printing, or process color printing.

CMYK color refers to a certain type of printing process. In CMYK printing, cyan, magenta, yellow, and black (the "K") inks are printed on the paper as tiny dots (referred to as a "screen" or "line screen"). These dots are so tiny that when they combine visually, they create a rainbow of colors.

This process is used in projects where printing the full range of color is required - in projects with full-color photography or when more than three colors overall are used in the design.

For the production of CMYK printing, digital printing is a more economical choice than full-color press printing. However, in digital printing, the types, colors, and thicknesses of paper available are often limited, based on the printing machine's specifications and capabilities.

The accuracy limitations of CMYK printing are that the results between different printing methods - digital printing versus press printing - can vary, sometimes greatly, depending on the printer's range, how it is calibrated, and the particular color you are trying to print. Even the results from different digital printers or presses can vary, so color accuracy may be an issue, particularly if you're printing items at different times or with different printers.

There are also colors that cannot be reproduced using the CMYK process - such as metallics, and very bright colors. To expand the color range, additional colors can be added to the mix to increase the range, for six- or seven-color printing. Alternatively, Pantone colors can be used to increase the range - going to five-color (or more) printing to get the color accuracy you need.

Pantone color

Pantone color is also known as the Pantone Matching System, PMS color, or Spot color.

This color system is based on a set of inks that are mixed to create solid colors, which are then used to print your materials. These colors fall in a prespecified range, found in several swatch books produced by the Pantone company. An analogy for this system is the colored paint chips found at the hardware store - you can preview the colors exactly as they will appear in the final print job. Also, since the colors are mixed before printing, instead of being created visually out of tiny dots on the page, they're much more accurate and consistent from print job to print job, as well as to the colors initially intended in the art, than CMYK color.

Pantone colors can be "screened" - a process in which fewer dots of color are used per inch, which makes the color appear lighter. Thus, more colors appear to be being used in a project, without increasing the printing costs or number of colors.

Pantone colors are often used on logos or stationery packages (business cards, letterhead, and envelopes), to enable those pieces to be printed on a press using one, two or three colors, which is less expensive than four-color printing (see CMYK color, above). Using Pantone colors on your logo also ensures accurate color representation for your logo in all applications - so that your carefully chosen corporate color will always be the same, regardless of the printing firm you choose to print a particular piece of collateral.

Using the right color format throughout your job will save you money and make your marketing materials look their best.

About the Author

Erin Ferree, Founder and Lead Designer of elf design, is a brand identity and graphic design expert. She has been helping small businesses grow with bold, clean and effective logo and marketing material designs for over a decade. elf design offers the comprehensive graphic and web design services of a large agency, with the one- on-one, personalized attention of an independent design specialist. Erin works closely in partnership with her clients to create designs that are visible, credible and memorable – and that tell their unique business stories in a clear and consistent way. For more information about elf design, please visit:

Logo design at http://www.elf-design.com

Demographics For The Masses

Writen by Wendy Cobrda

Information is the lifeblood of the economy. That's especially true for businesses, because the ability to identify current customers and locate new customers makes the difference between boom and bust. So how do successful companies do it? Through targeted market research, which usually means arcane computer systems, large staffs, and six-figure budgets.

That situation is ripe for change, according to the CEO of Catosphere, Wendy Cobrda. "Many companies use the U.S. Census Bureau data, because of its low cost, but last year's data often isn't good enough for today's marketplace". And what if you need a finer-grained solution than the 10,000 foot view that the Census demographics offer? That's where Catosphere's epononymous web application enters the picture. Catosphere leverages databases covering U.S. Census data (updated with between-Census models and methods), vehicle traffic, shopping centers, market potential, consumer expenditure, and several others. Then the company carves out a subset of that data that applies to a user-specified geographical region. What results is a geodemographical study that captures the statistical "vital signs" of the target region. Surprisingly, the process of choosing a target region and obtaining the survey runs less than five minutes from start to finish. Once the customer chooses the target area and the type of study, Catosphere dynamically generates the study in either PDF or Excel format.

Although refreshingly usable (the "1-2-3" type instruction lists show up more than once), Catosphere also provides substantial flexibility. Reports can selected from ten categories, including aerial photographs. Target regions can be selected via Dbase databases, predefined geographic units, address intersections, a Mapquest-style map selector, or latitude and longitude. Reports may also be automatically branded with a business logo. In that way, Catosphere can help you convince the next level of management that you're on the ball.

The company provides two avenues to obtain geodemographic reports – a la carte reports or subscriptions. Subscriptions range from one to three years, and across two detail levels, Basic and Premium. Per-report prices fall in the sub-$100 range; subscriptions range from $995 (Basic) to $2500 (Premium), but allow for an unlimited reports within the chosen target region. Subscriptions provide the most value to companies that need to keep abreast of volatile markets or require a great deal of detail on their target region.

In the age of micromarketing, businesses need tools to ensure that their marketing campaigns strike gold. Catosphere provides an intriguing tool that may help small to medium-sized businesses do exactly that.

Catosphere, LLC
http://www.catosphere.com
Wendy Cobrda, CEO

Small Business Marketing Secrets Focus Your Efforts For Better Roi

Writen by Kevin Stirtz

The more you focus and concentrate your marketing, the greater impact your message has on your intended market.

Remember, your goal is to deliver your message as many times to your target market as your budget will allow. You are buying exposure to a certain audience.

The more we are exposed to a message, the more of it we retain. You need to be exposed to a new idea 8 to 15 times (or more) to remember it. Repetition enhances retention.

And, the more channels the message is delivered through, the more believable it is. Diversity delivers credibility.

So, focus and concentrate your advertising by using several media to deliver your message to the same audience. You'll get a better return than if you spend the same amount of money delivering your message fewer times to a larger audience. Lay it on nice and thick rather than spreading it too thin.

I have talked with many people who have complained their advertising is not worth the money it costs. After some discussion I usually learn they bought ads that deliver their message to a large audience once or twice. A typical example might be a direct mail piece that goes to 50,000 households in an area with a 10 mile radius around their business.

For the same money they could buy different media that delivers their message 10 to 15 times to a smaller audience, maybe in a two mile radius. The smaller market gets more repetition of the message and they see or hear the message from multiple media. It's more likely they remember and believe it.

So, as you plan your marketing, remember to focus. You'll be glad you did.

Kevin Stirtz has developed a unique concept called "Blow Up Your Business." He speaks to groups of professionals and business owners who want to attract more customers and put more money in their pocket. Kevin can be reached at http://www.KevinStirtz.com or 952-212-4681.

How Architecture Rendering Is Part Of The Impact

Writen by Stephanie Hetu

Cartoons have gone from celluloid to digital. Movies have gone from cinematography to computer graphics imaging. And architecture rendering has gone from pastels and paint pigments to fractals and figments.

The many benefits of architecture rendering in two-dimensions were enough to sell the simplest or grandest of homes. But the limitations were frustrating, too. Real blueprints had a limit to what they could do to provide accurate representation of the nuances of spatial arrangement, of the versatility of uses and applications of spatial visions, if you will. Real architecture renderings took time. Real renderings were not easily transported, exchanged, reviewed, and revised—considering, for example, how snail mail alone took days.

Architecture rendering by virtual design is used by virtual solutions agents, architects, real estate developers and brokers, and reaches the end user —the client— in a matter of hours (during the design and rendering period)… even a matter of seconds (during the transmission by email session).

Computer architecture rendering is becoming more and more cost-effective, more user-friendly, and more common in every stage of not only the building but the buying and selling process— replacing the drive-by and walk-through in real time with the fly-through in virtual (but almost as real) time.

And the newly adopted techniques of virtual solutions, computer graphics, and virtual reality, 3-d illustration have re-invented the architecture rendering style for not only those involved in home building processes but those in constructing milieus as disparate in character and personality as the one-floor community center, the massive train station with the vaulted ceilings that was turned into a world renowned museum, and the White House.

And architecture rendering has impacted the architect, the architecture student, and the artist by evolving into a practice that was once a solitary, two-dimensional craft and is now a versatile technique applied in a range of environs—from high-tech labs to interactive studios.

Whether in the high tech lab or as part of an interactive and dynamic network, architecture rendering has advanced to the point where building computer-generated models and environments has not replaced but enhanced the art of architecture.

Stephanie Hetu
Want more tips and techniques before you buy your dream log house? Visit http://www.log-home-enthusiast.com

How To Get Customers To Beg For Your Business Card

Writen by Sean D'Souza

When someone asks you what you do, what is your first reaction? Most of us say something like, 'I am a lawyer'. We all know what lawyers do, so the conversation stops and goes nowhere. However, if you tailor your answer within these parameters, you'll suddenly find a very interested audience.

For example: Conversation With A Cartoonist

Q: Hi Sean, what do you do? Sean: Business communication is often very flat. I help to make it exciting.

There are 3 operatives in that statement.
Operative 1: Your target audience -- in this case it's business people.
Operative 2: The problem -- this is very important. Always have a problem.
Operative 3: The solution -- how you fix the problem.

Q:How do you do that? Sean: I use cartoons to help businesses get their message across. (This is the process.)

Now they're interested. They're nodding, and want to know more. So, keep talking.

Cartoons are likeable, and memorable (Your Positioning Statement). Because cartoons are a visual medium and capable of great exaggeration, people tend to relate to them quickly and retain the information much longer. (Further information about your product/service.)

Finally give them a case study.

For example, DHL Express was having a conference. (This was their situation.) This is how we solved the problem, and as a result they had a fantastic seminar!

End every conversation with your business card.

This is vital because it prompts others to give you theirs. If they don't automatically reach for theirs, don't be shy. Just ask for it!

Now let's look at a normal conversation

Q: Hi Sean, what do you do?
Sean: I am a cartoonist.
Q:Ooh, that's cool. Which newspapers and magazines do you draw for?

It's now too late to steer the discussion because it's already taken a different track. In the first conversation, I could actually control the line of questioning. It ensured that my message got through undiluted.

Why this positioning is so vital.

More often than not, people have no need for your product or service, but they will invariably run into someone who does. The clarity of your audio logo, will help the listener totally understand what you have said. And they might even be able to replay it word for word.

Going in for the kill.

Whip out your business card, and don't forget to ask them for theirs. Get them in your database. Keep in touch with them. If you have a website, you can direct them to the website. (For more information about this, read the article: Getting repeat visitors to your website;http://www.psychotactics.com/artrepeatvisitors.htm).

You have now done everything a sane business person can do. The results will definitely follow.

Steps for your audio logo.

1) Determine your target audience.
2) Insert the problem.
3) Provide the solution.
4) Explain the process.
5) Get across your positioning statement.
6) Give them additional information and a case study.
7) Give them your business card and ask for theirs.

Going through the steps of an audio logo might seem tedious, but once you develop it, you will find it quite easy and natural. So write it down, and practise saying it today!

P.S. If you like this article, feel free to share it with your own list, post it on your site, post it on your blog, or add it to your autoresponder. As long as you leave it intact and do not alter it in anyway. All links must remain in the article.

And include this at the end of the article.

©Psychotactics Ltd. All Rights Reserved. Wouldn't you love to stumble upon a secret library of small business ideas? Find simple, yet electrifying ideas, on copywriting, public speaking, sales conversion, marketing strategy,psychological tactics and branding. Head down to http://www.psychotactics.com today and judge for yourself.

Successful Marketing Through Seminars

Writen by Joe Love

One of the best ways for potential clients to find out about you and your company is through public speaking. Free seminars attract potential clients. It is a chance for them to get information straight from you. You are the best marketing tool for your business. Speaking to groups is nothing more than a large conversation. It is powerful and efficient marketing.

By making the seminar free, you engender goodwill from your audience. By addressing issues of concern to them, you are validating their perceptions that the topic you are speaking about, is an important one. By offering good, sound, and thorough advice, you establish yourself as an expert.

A number of dynamics take place when you are in front of a group of people. First, you are the center of attention. Each member of the audience feels as if your are speaking directly to him or her. You're not an envelope that goes unopened. Your are not a telemarketing call that comes at dinnertime. You're not a television commercial that gets clicked off in favor of another channel. Speaking to a group puts you at the forefront of message delivery and effective communication. You are having a conversation with an audience. Sure, members of the audience can walk out of the room, but of those present, you have their undivided attention.

As you speak, you are also establishing credibility with the audience. Hopefully, this audience has potential paying clients. If they don't, you shouldn't be speaking to them. You establish yourself as an expert in whatever you are talking about. People like buying from experts. They feel comfortable buying from people they know and trust.

Give complete information in conjunction with your self-promotion. Don't hold back, don't offer just enough information to peak their interest. Elaborate on each topic you choose, supplementing theoretical information with case studies or anecdotes. Establish the depth of your knowledge along with your expertise.

It's important to understand, that speaking to a group is marketing, not selling. Your speaking should offer something of value, not a direct pitch. Potential speaking topics that are marketing and value oriented are things that are solutions to problems, such as weight loss or money management.

You won't get 100% of the attendees to become clients. Some people attend such events out of general interest rather than a particular need. But if you dedicate two or three hours of your time one of two evenings a month to addressing subjects with which you are already very familiar, you will see an increase in your client base that will repay your minimal expense and effort.

There are many types of potential audiences. These include community organizations, professional groups, trade associations, and civic groups. Your current prospects and existing customers are also excellent target audiences as well. Here's an example of how you could promote your free seminar.

Create an ad or mailing piece announcing a free 90 or 120 minute seminar on a subject of wide general interest. Relate the presentation to your specialty. For example, a medical doctor could talk about breakthrough techniques for overcoming, eliminating, or avoiding cancer or arthritis. Another topic could be ten medically safe methods of losing weight. A financial planner or tax accountant could present a seminar on sheltering income.

After a headline announcing the topic, the copy should talk about your credentials, accomplishments, achievements, and any articles that have been written about your practice or specialty. Here's an example of how your copy might read: "Dr. Wells is a specialist in this subject. He's conducted research and he's perfected techniques. He will present a seminar for people interested in the topic but who do not know the facts. This seminar will be held from______ to ______on_______.

Admission must be free but people need to have a reserved ticket in advance for admission. To do this simply give them a number to call or a Web address where they can pre-register. By doing this you can capture their names and addresses for future mailings. You could simply collect names at the door, but by having them reserve a ticket in advance it makes it more professional and easier the day of the event to have your attendees just present a ticket to get in.

Another way to create an audience for a seminar is to contact business and professional organizations, such as the Rotary Club or the local Chamber of Commerce. Offer to speak on subjects of importance to the group. For example, a medical doctor might speak about stress reduction to businessmen and women. A CPA might offer to speak on loopholes still available to corporations after recent tax changes. A lawyer might talk about how to write non-compete clauses, or how to write contracts, or how to patent or license concepts or ideas. In order for the group to invite its members and to get a good turnout, your topic needs to be of major interest to them.

Your seminar should be split into two parts. In the first half, peak their interest with anecdotal information. Then have a short 15 minute break During this break mingle with the audience, distribute your business cards, brochure, or any other information you've put together about your business.

In the second half of the seminar, offer some service that's free but designed to capture valuable information. For example, conduct a quick survey of your audience. This survey should be on something of interest to them, such as a personality profile or something else that ties in with the topic you're speaking about. Have them respond to 25 basic questions providing their name, address, telephone, and e-mail on the questionnaire. Then when you get back to your office, tabulate the results and send a brief summary back to them.

At the end of the seminar, you will have to establish initial contact for an on-going dialogue. Let them know that you'll be following up with mailing, or a phone call to get their feedback on the seminar. Let them know that because of their attendance they will receive a free subscription to your newsletter. You've captured their names and addresses to add to your prospect list. Don't let the seminar be a one-shot deal.

Whether your seminar is successful or unsuccessful, it has residual value if you record or transcribe the text. You can and should make a transcript or recording of your seminar and then make it available to both your prospects and current customers.

Send a tape or transcript of your seminar to prospective clients, along with a cover letter telling them that many people who attended your seminar told you that they learned a lot from the presentation. Indicate that you've taken the liberty of sending them the transcript or tape recording of the seminar in it's entirety, in hopes that they will benefit as well. Encourage them to read or listen to it and stress that you hope they'll find it useful and informative. If they have any questions, invite them the contact you with no obligation on their part.

If they are interested in your services, offer to talk to them in person or by phone to explain your expertise and how your services could benefit them. Provide some case studies. Tell them, since they were unable to attend your seminar, this tape or transcript is the next best thing. And always encourage them to feel free to call or e-mail you with questions.

You can use the tape or transcript in several ways. You can use it as a promotional piece to give to other groups who hire speakers. You can use it as part of selected marketing materials. You can use it to generate word-of-mouth marketing and referrals. Offer it prominently on your Web site. Always remember, the more your prospects and customers see your name, the more likely they are to think of you when they need your professional services.

The cost of speaking is free. When members of your audience receive something of value from you, even if it's information, they are grateful. When someone is grateful, you have the beginning of a great relationship. So, the more you can speak to groups about your services, the more audiences you can touch and start relationships with. And this means more potential business for you.

Copyright© 2005 by Joe Love and JLM & Associates, Inc. All rights reserved worldwide.

Joe Love draws on his 25 years of experience helping both individuals and companies build their businesses, increase profits, and achieve total success. He is the founder and CEO of JLM & Associates, a consulting and training organization, specializing in personal and business development. Through his seminars and lectures, Joe Love addresses thousands of men and women each year, including the executives and staffs of many of America's largest corporations, on the subjects of leadership, self-esteem, goals, achievement, and success psychology.

Reach Joe at: joe@jlmandassociates.com

Read more articles and newsletters at: http://www.jlmandassociates.com