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Title: One Of The Most Powerful Self-Marketing Tools A Consultant Can
Have, And How To Successfully Use It
Author: Chris Marlow
Article:
I've long known that the humble ezine is one of the most
powerful tools a business consultant can have. Here's what you
need to know so you can use it for maximum marketing success:
Direct mail is the #1 most important self-marketing tool you can
use as a new or struggling consultant.
And why?
Because with direct mail you can create a list of
prospects...your own custom list of "cherry picked" potential
clients.
Think about it. In every other form of self-marketing
(networking, article writing, etc.), you attract prospects, but
they're not "cherry-picked." If you want Microsoft on your
client list, then you have to target Microsoft. And the most
direct, most accepted way to get in front of your target at
Microsoft is to send a letter.
Virtually every other form of marketing ill "attract" your
audience, but you can't control exactly who responds. Only a
direct mailing to a hand-picked audience will get you the cream
of the crop.
Now while direct mailing may be very effective, it IS
time-consuming and expensive.
Therefore you'll want to use your direct mailings (and all other
forms of self-marketing) to do one thing:
Drive your prospect to your web site where not only can they get
to know you, but they can also sign up for your...
FREE ezine!
Once you get enough people signed up for your ezine, you can
scale back on the direct mailings (or if you wish, cease them
altogether).
Your free ezine is your #2 most important self-marketing tool.
Now you can market to an interested audience cheaply and easily!
Savvy online marketers know that the ezine is the world's most
effective tool for converting leads. Some individuals and online
businesses have made MILLIONS exploiting the power of the ezine
to build relationships and convert leads!
So whatever you do...direct mail, public speaking, articles,
whatever...make one thing your goal always:
Get your prospect to your web site so they can sign up for your
free ezine!
So, how do you do that without twisting arms?
Well, with bribery of course :)
The "power tool" for getting people's names and addresses has
always been "something free." In lead-generation, which is what
consultants must do to get clients, a free consultation, free
information, or some other enticement is used.
Direct marketers know that the MOST effective free offer
involves the solving of a "key pain" of the prospect.
For instance, as a copywriter for software companies, I know
that marketing directors are "in pain" over ROI (return on
investment). So I might entitle my free ezine the "Software ROI
Generator."
Now that's a compelling title for a free ezine that promises to
solve a software marketer's problems... but these days, with so
much information available, it's no longer enough just to have a
great ezine title.
What works now is to offer something EXTRA for signing up, such
as a free instant download of a free report...with yet another
promise to solve a pain.
For the software marketing director who signs up for my free
ezine, I might offer a free instant download of the report: "The
7 Hidden Revenue Sources Within Your Database That You Can Tap
NOW for Instant Profit."
You see...once again I prod at the "pain"...the constant concern
over ROI.
What's a hot button for your audience? If you don't know, call
them and find out! Most business people are happy to talk with a
consultant who is doing earnest research to find out what their
target market's problems are.
Our job, after all, is to solve problems. That's how virtually
EVERYBODY gets paid!
About the author:
Award-winning copywriter Chris Marlow publishes a free
newsletter on building your business at <a
href="http://www.FreelancersBusinessBulletin.com">FreelancersBusi
nessBulletin.com</a>
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