| internet marketing strategy, web site, business | | | | world." She was right. |
| coaching, internet marketing solutions | | | | Clients will get better service from a non-profit |
| Do you feel that you're wasting valuable marketing | | | | agency dedicated to filling their needs than from a |
| efforts on tire-kickers: a large and growing market | | | | reluctant but sympathetic consultant. |
| segment? They subscribe to all your free offers -- | | | | 4. Clarify your business status as soon as anyone |
| but leave their credit cards behind. | | | | calls. |
| Early in my business life, I talked to anyone and | | | | Some folks will call before they visit your website. |
| everyone, enthusiastically. I gave away classes, | | | | Maybe they’ve seen an article or heard you |
| e-books, articles and more. | | | | speak – and they’re psyched. But often |
| But soon I was forced to confront the reality of | | | | they're confused about what you offer. |
| opportunity cost. While I was chatting happily with | | | | Typically, your caller begins with, "I need help! Can |
| the freebie-seekers, I lost the opportunity to update | | | | you advise me about my career change?" |
| my websites, create new products and write more | | | | If you're a career consultant, your best answer will |
| articles. -- activities that would most likely bring "real" | | | | be, "Probably yes. Please visit my website and review |
| paying clients. | | | | my schedule of programs and fees." |
| 1. Communicate “professional” and | | | | Serious buyers will appreciate this message. "How |
| “commercial” on every page of your | | | | much does it cost" is a signal of intention to buy. |
| website. | | | | 5. Turn discount services into promotion tools. |
| Like many professionals-turned-marketers, I was | | | | Every so often clients present unique, interesting |
| nervous about sounding too sales-y. But when I | | | | problems. They can’t pay -- but you’d enjoy |
| began learning more about copywriting, especially | | | | the challenge of finding solutions. |
| copy for the web, my style became more direct. As | | | | You may be tempted to offer scounted service in |
| soon as you arrived on my website, you knew: Sales | | | | return for a testimonial or referral. These clients |
| were happening here. | | | | rarely value what you offer, so they deliver |
| What I learned: Serious buyers rarely got turned off. | | | | lukewarm testimonials. |
| They want to be sold. Freebie-seekers and | | | | Instead, get permission to record a call, which you |
| tire-kickers got the message quickly: You have to | | | | can use as a demo on your website. Or ask to write |
| pay to play. | | | | up their stories as a case study, which can be sold as |
| 2. Create low-cost or no-cost products that deliver | | | | a Special Report. |
| bite-sized portions of your expertise. | | | | Finally, pay attention to the way you choose your |
| Serious buyers want to assess your style and | | | | own services. Most of us unconsciously send |
| expertise before buying. They may want to develop | | | | messages that attract people with similar attitudes. |
| a relationship before handing over their credit cards. | | | | Recently “Ernestine” asked me how to |
| So you need the basics: website content, ebooks, | | | | network with coaches she admired. “I’ve |
| ezines and audio. You may even offer one-time | | | | seen their websites,” she said, “and I’d |
| consulting sessions so prospective clients can get a | | | | love to chat with them as colleagues.” |
| sense of your style. | | | | I advised Ernestine to subscribe to their ezines |
| 3. Donate services for everyone’s benefit - not | | | | instead. “Then maybe buy an ebook or |
| to help a single needy visitor. | | | | two,” I suggested, “and perhaps take a |
| Back in the early days, I felt sorry for everyone who | | | | class. But the days of free mentorship are long |
| called. But soon I discovered a hard truth. These | | | | gone.” |
| “needy” folks were paying large sums to | | | | One of Ernestine’s role models sent a warm |
| more experienced consultants who knew how to say | | | | thank-you following an ebook purchase. Ernestine |
| "No!" | | | | responded and they had a brief email exchange. |
| If you genuinely want to help others, donate your | | | | Another coach encouraged participation in a Q&A |
| services through nonprofit and charitable | | | | class. |
| organizations where you will get recognition, | | | | Most of all, Ernestine's ebook purchases helped her |
| testimonials and possibly future referrals. | | | | decide how to choose her paid mentor. She |
| Sounds self-serving? | | | | didn’t waste her time – and theirs – and |
| When I volunteered with a pet adoption center, | | | | she presented herself as a professional, not a needy |
| many years ago, the coordinator warned, "Those | | | | person. |
| who volunteer for selfish reasons will do better in the | | | | Information on list of good carbs can be found at the |
| long run than those who bring dreams of saving the | | | | Health And Nutrition Tips site. |