How to Build Your Prospects' Trust Without Saying a Word

One of the biggest obstacles for getting prospects to use your services or buy your product is trust. But how can you capture it, especially when there are so many forms of advertising and marketing competing for attention?

Take a minute and think about the number of methods companies use to attract your interest.

Billboards ... Mailers ... Classified ads ... Commercials ... E-mails ... Banner ads ... Newspaper ads ...

Advertising has gotten to the point to where many times we don't even notice the product, while other times it's too obvious to miss.

Take, for instance, product placement in television programs. You can’t watch five minutes of American Idol without seeing some reference to Coke or Ford. Countless brands – Burger King, Crest, Domino’s – have capitalized on the success of The Apprentice by having their products featured as part of the team challenges.

One of the reasons we're seeing so much product placement is that consumers now have the option of tuning out commercials, thanks to the invention of digital video recorders ... but that's a separate article for another time.

The above examples are just a small sampling of the sources companies are employing to attract prospects. Unfortunately, though, many advertising methods are used so much that people often put up a mental defense wall when they see them, especially when they're accompanied by a sales pitch. Once you've overwhelmed your prospect with a sales pitch, building trust is nearly impossible.

Think about car sales. Oftentimes, an advertisement will get a prospect into a dealership. Once there, if the prospect inquires about the ad, he is often met by a sales person who will sometimes spend hours trying to build trust with that prospect. But all the salesperson is really doing is overwhelming the customers. Is that really the best way to calm fears and increase credibility?

I'm sure you’ve heard a similar high-pressured, full-court-press sales pitch before. How did it make you feel? I'm guessing when you realized a sales pitch was coming you put up your defenses and tuned out.

Now I'm not saying traditional advertising or sales techniques don't work. They do.

The point I want to get across is that there is an easier solution requiring less effort, and it will establish your credibility with nearly every prospect you contact. In fact, this technique will nearly eliminate all fears prospects have about working with you. I'll even go as far as to say you will establish these two trust-building factors with prospects the instant you use this marketing technique.

What is it?

The most effective way I know for building trust, establishing your credibility, and eliminating prospects' fears is publishing and promoting free articles written by you.

So how can you do this?

Easy.

What are the most frequent questions prospects ask you? Start keeping track. Each answer is an opportunity for an article. By presenting to prospects the information they're looking for, you'll put them at ease.

Need proof this works?

How many times have you purchased a product simply because it was recommended in something you read?

It happens all the time, right?

Pick up a newspaper or your favorite magazine. Do you trust the information your read in the ads more than what's included in the articles? You already know the ads are selling you something, but the articles present information in an educational format. There's no sales pitch.

As a result, most people believe what they read in articles more than ads.

We live in a knowledge-based society that craves valuable information. Your articles provide what people want. What's more, when prospects see you're offering free information that interests them, they will come back time and time again. In essence, you'll develop relationships without actually meeting anyone face to face.

Here’s an added bonus ...

Publishing articles online will boost your search engine ranking, making you more accessible to prospects who search terms related to your industry. Search engines love content-rich sites that are updated often. Furthermore, the more you have other sites linking back to your site, the better chances you have for higher search engine ranking.

So, in addition to posting your articles on your own website, find other sites where you can post and include a link back to your site.

Need some help finding some? Here are four search engine friendly sites that will allow you to post articles for free:

Article Hut: www.article-hut.com

EzineArticles.com: www.ezinearticles.com

Approved Articles: www.approvedarticles.com

Articlesbase: www.articlesbase.com

If you haven’t done so already, create a blog for posting your articles. There are multiple ways for creating your first blog -- one of the easiest options is Blogger. Best of all, it's free.

Here's a simple way to get your free blog online in about 5 minutes:

Visit www.blogger.com.

If you already have a Google account, sign in. If not, click on the orange arrow to set up your account.

Name your blog and create the URL (e.g., www.newblog.blogspot.com).

Choose your favorite template and click “Save Template.”

Click on “New Post” and paste in your article.

When the formatting is the way you like it, click “Publish Post.”

Congratulations! You officially have a blog.

Once your blog is online, be sure to visit www.technorati.com to “claim” your blog. This will help with your search engine ranking and make it easier for online visitors to find your postings.

6 Techniques for Overcoming Writer’s Block

For anyone with a job that requires some type of writing, staring at a blank computer screen while on deadline can be a frustrating predicament. As the white page waits for you to fill it with creative words and phrases, all you can do is stare back and think about how uninspired you feel. The more you think, the worse the situation gets.

But here’s the good news. With just a little work, writer’s block can become a problem of the past. I have for you six techniques for overcoming writer’s block. Try these out the next time your creativity makes an unexplained exit.

Writer’s block tip #1: Avoid the tendency to be perfect. No one has ever written a document worth reading without first doing revisions. Editing is part of the writing process. Save perfection for the flawless, computer-enhanced supermodels who dot the covers of women’s magazines.

Writer’s block tip #2: Give yourself a reasonable deadline. Generally, the more time you have to write, the less pressure you’ll feel. Allow yourself time for a break, if needed. Effective work is often completed in short, repeated segments.

Writer’s block tip #3: Brainstorm. Regardless of how ridiculous you think your ideas are, write them down. It’s much easier to revise a collection of statements than it is a blank page. Once you get a couple of phrases jotted down, you’ll be amazed at how quickly other ideas flow.

Writer’s block tip #4: Find other materials written on your topic. I’m definitely not advocating plagiarism; however, taking a look at other materials will spark your thought process. You may even notice a new concept that you would have otherwise overlooked.

Writer’s block tip #5: Create a comfortable environment. Relaxation is crucial. The reason you’re having trouble writing is because you’re stressed. A relaxed environment will calm your nerves. So clear your workspace of any distractions, take a few deep breaths and do whatever it takes to put your mind at ease.

Writer’s block tip #6: Turn on the lights and open the blinds. A well-lit environment has been shown in studies to enhance your mood and boost energy. In addition, bright light also increases blood flow to the brain, and that’s not a bad thing. That blood flow strengthens your memory and intensifies your ability to think.

Let me ask you a final question about writer’s block. Do you ever feel like your best ideas unexpectedly occur at the most inopportune times -- for example, lying in bed, taking a shower, or working out at the gym? Sometimes it seem like you are rarely ever at work when a stroke of brilliance hits. The reason it doesn’t is because you allow yourself to become more relaxed in situations that require less mental effort. Take advantage of these unanticipated opportunities by getting in the habit of keeping a small notebook and pen within reach at all times. If you try to remember that same idea later -- when you actually need it -- there’s a strong possibility it won’t be easy to recall.

7 Profit-Building Opportunities You’re Losing if You Don't Have a Newsletter

If you’re like me, when it comes to increasing your sales, you’re continuously on the lookout for three items: ideas for growing your business, secret bargains and free publicity. In this report, I’m going to tell you about one easy-to-create, low-cost marketing tool that meets these three criteria -- a newsletter.

Not only is a newsletter the perfect forum for displaying your own writing, it can also help you build a targeted subscriber list for sending special offers. As for the content, you’ll want to cover topics of interest to your industry and distribute your news on a regular basis. Whether you send the newsletter through e-mail or snail mail is your choice. I prefer a text e-mail (instead of HTML) -- it’s easier to create, more convenient to read and less costly than a visit to the post office.

Newsletter Benefit #1: You can promote your business as much as you want … within reason. Why spend money on costly advertising when your target audience is as close and accessible as an e-mail? By sending a newsletter, you control what’s being said about your company (unlike when you appear in the media -- where you have limited control). Also, you’re not limited by space constraints and hefty advertising rates. However, when you’re writing your newsletter, avoid the urge to over-promote. You want to still offer your readers enough information so they see their subscription as valuable and not as a blatant selling forum for your company.

Newsletter Benefit #2: You now have a way to pitch your products and increase sales without the need for cold-calling. I understand cold-calling is an effective technique for some businesses. And that there are plenty of people who enjoy calling people at random, but I’m not one of them. I don’t know about you, but I hate being on the receiving end of telemarketers’ calls. I know they’re only doing their job, but rarely is there ever a convenient time to hear a sales pitch. So instead of wasting your breath talking on the phone, try sending that idea to a collection of people who have agreed to receive your pitch.

Newsletter Benefit #3: You can build loyalty with readers. When you have a subscriber list and use it frequently, you are -- in a way -- “educating” your current and prospective clients about your services every time you e-mail something out. Why is this important? Because, in studies, this type of instruction has been shown to increase purchase rates, while turning hesitant prospects into enthusiastic customers. Because of loyalty, your subscribers will be more likely to buy from you than someone offering a similar product or service -- even if your purchase price is higher.

Newsletter Benefit #4: You encourage repeat customers. Keeping people updated about your services or products is a great way to ensure repeat purchases. If people don’t know what you have to offer, they have no reason to buy. As a bonus, because repeat customers are satisfied customers, they’re likely to tell someone else about your company. This process can repeat itself a virtually unlimited number of times. Aren’t referrals great?

Newsletter Benefit #5: You can easily fill “down time.” It’s a fact: Every company goes through periods when business slows. During those times when the cash register isn’t ringing as much as you want it to, why not offer a special deal or discounted rate to your subscribers? If your readers view the bargain as valuable, you’re certain to fill your down time with billable hours. The larger your list, the more likely the chances for added profits.

Newsletter Benefit #6: You’ll create “personal” connections with people you may have never seen or talk to. Yes, eventually, people will feel like they know you when they receive information from you on a frequent basis. I know it seems crazy, but the more people who see your name and associate it with a specific subject, the more they feel like they have a personal connection with you. And that’s great! After all, people like to buy from people they know, right?

Newsletter Benefit #7: You can promote other businesses. The more people get to know you, the more they start trusting you. (As a side note, please do not take advantage of this privilege.) Use your newsletter as an opportunity to promote businesses that complement your services. After all, if people are looking for the product or service you provide, it’s likely they’ll also need corresponding offerings. The situation is a win-win-win for every party involved. Your current or prospective clients learn about another qualified company that can meet their needs; the other business has an opportunity to collect another client; and you now have at least two additional people who will remember you because of the connection you created. The more often you refer business, the more likely people are to return the favor.

So now that you know why you need a newsletter, how do you get people to sign up on your mailing list?

Well, you never know until you ask. If you don’t already have a mailing list, then every client you have represents a potential name on your subscriber list. Ask each person if you can add them to your mailing list so they can take advantage of exclusive offers, while receiving the latest industry news.

Furthermore, how many new people do you meet every week? Think about it … I’m willing to bet each of you meet one or two new people -- at a minimum -- each week through work, friends or family. Why not ask new acquaintances for their permission to add them to your list? It’s a great way to introduce yourself and your business.

Be prepared, though, as you may have to offer some kind of gift in return. Sometimes it can be difficult for someone to submit their e-mail to a stranger, so it might take a little coaxing. I recommend taking advantage of the one word that is guaranteed to attract interest and new clients, regardless of the type of sales literature you use it in -- FREE. You can create a sign-in page for your newsletter on your Web site. In return, offer a article similar to this one.

To conclude this piece, I want to give you one warning: If someone asks to be taken off your list, make sure it happens. You don’t want to jeopardize your credibility by not following through on a simple request from a subscriber.

$5,000 to Write a Press Release?

Yesterday, I stumbled upon Business Wire’s blog, BusinessWired.

For nearly six years I worked as an editor/newsroom supervisor at the commercial news distributor’s Phoenix office. During that time, I had the opportunity to edit thousands of press releases. And, while the topics changed each day, I remember there was always one constant: poor writing.

For the most part, anyone who submitted a press release had at least a grasp of grammar and newsworthiness, but many times we received releases in the newsroom that more resembled a sixth-grader’s book report than something worthy of distribution on an international newswire.

This often led me to wonder who was writing these press releases and, more importantly, how much were they getting paid to push products using -- in some cases -- virtually unintelligible writing.

That’s why it was interesting to read Monika Maeckle’s recent post, which posed the question, “How Much to Write a Press Release?”

She revealed a client of hers spends about $5,000 to have a press release written.

Wow! What company is that and how can I get a piece of the action? Amazingly, that fee doesn’t include distribution, which can run “anywhere from $180 to $18,000” on Business Wire.

My guess is any press release with a $5,000 price tag is likely an extensive (and extremely well-written) earnings announcement, but even then that fee seems a little excessive. A valid point was brought up in the responses by someone who said the $5,000 could include legal advice.

Over the past couple of months, I’ve distributed a few press releases on Business Wire, and I’ve been very satisfied with the results. However, my investment was nowhere near what it seems some companies are paying to pick up publicity. What’s more, as a copywriter who provides press release writing services, I have yet to meet anyone willing to fork over $5,000 for a press release.

I must be searching the wrong places.

MortgageMarketingLetter.com is Now Live

After receiving what seemed to be 2-3 letters in the mail daily from lending companies begging me to refinance my house, take out a home equity line of credit, or consolidate my non-existent debt, I finally decided to take a stand.

Well, actually, let me clarify that last statement -- I decided to take advantage of an entrepreneurial opportunity.

Because many of the letters I receive on a continual basis are so poorly written, I created a tool for helping lenders increase the response rates on their mortgage marketing letters. Yes, mortgage lenders now have access to the insider secrets for writing money-making letters that persuade prospects to take action … and they’re available online for free at http://www.mortgagemarketingletter.com/.

Tips a Toddler Can Teach You About Writing Effective Marketing Literature

A few weeks ago, I was given an opportunity to work on a project that involved two of my all-time favorite activities: writing and basketball. For an avid hoops fan like me, there are few times I’ve been as excited about a new assignment as I was that Friday afternoon.

My enthusiasm continued growing as I drove home from the meeting. Not only could I not wait to start writing, I was eager to reveal the details of my latest project. Surely, there was someone who could share in my excitement -- and I knew that person was waiting for me at home.

As soon as I swung open the back door, I was greeted with the familiar pitter-patter of my 18-month-old daughter’s feet on the wood floor.

I leaned over, picked her up and enthusiastically blurted out, “Hey, Mary, you want to hear about Daddy’s new project?”

No sooner had the words left my lips when she replied with the one word her limited vocabulary allows.

“No!”

Thinking back, this incident reminds me how much we can learn just by interacting with a toddler, even when it comes to writing marketing literature.

When my daughter responded, there was no question she knew exactly what she wanted, just like the audience that reads your marketing literature. They want to know what your product or service can do for them. On top of that, your prospects are concerned with being happy.

That’s why most motives for making purchases are based on emotions. Think about why you bought your last car. How about that outfit you saw hanging in the window at the mall? What about your house?

Wouldn’t you agree that -- on some level -- the reason for these buys was the same as why children enjoy jumping around in mud puddles?

Your purchases make you happy.

Since you know your prospects want to make “happy” decisions, use your writing to explain the specific benefits of responding to your call to action (but don’t forget to remind readers what they will lose by not taking action). When you focus on good feelings, your response rates will increase.

Also, just as parents stress honesty with their children, do the same with your copy. False promotions and bait-and-switch schemes create more critics than customers.

Your prospects demand honest benefits, and the best way you can provide them is through testimonials they can relate to. The success of your marketing literature relies on the proof your customers provide. If there is a particular aspect of your business that is a well-known benefit for your target audience, a few positive comments written in your marketing literature will help turn your prospects from skeptics to supporters.

In some cases, you may need to persuade your readers with an incentive. With kids, this practice is often referred to as bribery. While children have been known to clean messy rooms in exchange for ice cream, adults must be convinced using something with perceived value. Strive to give your prospects more than what they’re expecting.

In these situations, write an irresistible offer (free offers work well) or -- even better -- back up your product or service with a guarantee. A guarantee in writing gives you instant credibility. If you’re willing to put the risk on yourself, prospects will feel like you truly believe in your product or service.

And, finally, like any toddler, your prospects have limited patience for anything that doesn’t concern them. It’s only natural. People often put their own interests before others, especially when it comes to buying decisions. That’s why you want to write early in your copy the specific reasons why doing business with you is advantageous.

After all, you are better than your competition, right?

8 Sure-Fire Tips for Enticing Readers in Your Marketing Materials

Because I’m a copywriter, my opinion is likely a little biased, but I truly feel the power of the pen is mightier than the spoken word. When we listen to someone speak, the words we hear are rarely repeated -- unless requested -- and they don’t have the same “staying power” as a phrase permanently placed on a piece of paper. In addition, the written word has the potential of reaching a wide audience; whereas spoken words are limited by the number of people listening to what you’re saying.

For these reasons, companies putting a consistent effort toward their writing often see better results with their marketing strategies than others that treat content creation as just another trivial task. When it comes to putting together ideas for creating an effectively written document, there are numerous ways you can increase the likelihood of generating your desired response. Here are eight sure-fire tips you can use in your marketing literature to transform a reader from uninterested to enthusiastic.

Enticing Tip #1: Offer something for free -- No matter how many times you use it, “free” is the one word that will attract attention, regardless of the type of sales literature you use it in. So offer your readers something they view as valuable as an incentive for meeting your desired outcome. For example, write a report with information on a topic your target audience would find useful. Even better, provide some type of information that would solve a common problem your potential customers can relate to (see tip #4). You can even offer a discount on a future service or a complimentary giveaway that promotes your company.

Enticing Tip #2: Make the situation a win-win -- Stephen R. Covey summed it up in his best-selling book, “The 7 Habits of Highly Effective People,” when he stated, “With a Win/Win solution, all parties feel good about the decision and feel committed to the action plan.” Obviously, you benefit if a reader reacts to your call to action, but what incentives are you offering to encourage this response? Once the emotional basis for making a purchase wears off, your customer will seek rational reasons for the decision. So reward your reader with reasons that validate the purchase.

Enticing Tip #3: Stroke the reader’s ego -- Who doesn’t enjoy receiving unexpected compliments? This technique is especially effective when trying to attract high-end buyers. People feel good when they’re recognized for achieving a special milestone or status. What makes the sensation even greater is when someone unexpectedly recognizes the feat.

Enticing Tip #4: Offer a solution to a problem -- Applying this tip involves more focus on your customer and less attention on the product or service you’re selling. Any successful business item flourishes because it solves issues consumers view as important. Write your text so it focuses not on the magnitude of the problem as determined by society as a whole, but the importance of the issue as decided by an individual. Try visualizing a person’s mindset prior to using your product or service, then write your text so it satisfies the reader’s needs.

Enticing Tip #5: Demonstrate your credibility -- Not only do people prefer doing business with people they know, they also like to know the person they’re working with has capability of doing the job well. Validate your credibility through testimonials or your track record with similar projects – and be specific. If you’re selling a product, cite detailed examples of how it has benefited others. For best results, demonstrate success with something your target audience relates to. It should go without saying, but always be prepared to back up your statements.

Enticing Tip #6: Show the value in your product or service -- Just about everyone enjoys the feeling of finding a bargain. So show your reader how your product or service saves time or money when compared to the competition. Your goal is to provide enough information so that your readers believe they are getting more than originally anticipated.

Enticing Tip #7: Leave the reader guessing -- Great writers know the exact statements and questions to ask so that the reader feels he or she must make a purchase to get the answers. This is another area where you want to be specific with your writing. Which of the following statements would attract more interest?

Discover 7 Secrets for Creating $50,000 in Extra Income … in 30 Days
or
Learn How to Make More Money

Most people find the first option more appealing because it offers an exact result within a specific timeframe. Adding to a reader’s curiosity is the statement presents an opportunity that seems -- to most people -- nearly impossible.

Enticing Tip #8: Stress urgency -- The longer you let someone wait to take action, the less likely it’ll happen. Encourage immediate action throughout the marketing piece and, if you’re drafting a letter, reiterate to the reader the importance of acting quickly in the P.S. You may have to offer some kind of incentive (see tip #1).