Take Action Now	1 \| 2 Beyond "Yes" or "No" How many choices do you give your market? If people's only choice is to say "yes" or "no" to whatever you are selling at the moment, you may be missing a huge opportunity. Successful marketing is about "involving" your contacts in your business. A few people jump in immediately, but many people tend to become involved gradually over time. You can facilitate this process by offering multiple "levels of involvement" in every marketing communication. What are levels of involvement? They have to do with the amount of "risk" your audience has to take in order to become involved with your business. "Low risk" levels involve little or no investment. Increase the levels of involvement by small steps. Here are some examples: No risk involvement: Visit my Web site and find an "item of value" (i.e. view free information describing how to overcome a challenge or achieve a goal; find a helpful resource; make a valuable connection...). Subscribe to a free newsletter or e-zine offering valuable tips. Offer a complementary consultation. Increase your conversion rate by targeting the consultation to deliver a very clear benefit to the participant vs. delivering a sales presentation. The benefit you deliver during the consultation itself will be your best sales presentation. Low risk involvement: Schedule a low cost consulation (i.e. the bargain "tune-ups" auto repair shops offer, or the introductory exam offered by physicians). Make it a general overall assessment covering your client's current situation, goals, and a plan to achieve their goals. Make the plan more comprehensive than the services your business delivers. Offer a book, an e-book or CD packed with valuable information in your specialty. Offer a sampler: A low cost highly targeted product or service that delivers on a major need shared by many in your market audience (i.e. a free credit check, a cholestoral measurement, an ergonomics assessment, a computer virus assessment...) Moderate to high-risk involvement (These include the major services you are probably offering at this time): Offer a learning kit including a CD and workbook. Offer a seminar Offer a bundled series of services (i.e. 6 sessions aimed at promoting a specific result) Go all the way up to a full delux package. The point is, many businesses offer their market just one huge step: It's the full package or nothing--"yes" or "no". I have yet to discover a business that cannot offer their market graduated levels of involvement--even if you market high cost items like homes, mortgages, vacation packages, health insurance or cars. < 1 \| 2
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Beyond "Yes" or "No"

How many choices do you give your market? If people's only choice is to say "yes" or "no" to whatever you are selling at the moment, you may be missing a huge opportunity.

Successful marketing is about "involving" your contacts in your business. A few people jump in immediately, but many people tend to become involved gradually over time. You can facilitate this process by offering multiple "levels of involvement" in every marketing communication.

What are levels of involvement? They have to do with the amount of "risk" your audience has to take in order to become involved with your business. "Low risk" levels involve little or no investment. Increase the levels of involvement by small steps. Here are some examples:

No risk involvement:

Visit my Web site and find an "item of value" (i.e. view free information describing how to overcome a challenge or achieve a goal; find a helpful resource; make a valuable connection...).
Subscribe to a free newsletter or e-zine offering valuable tips.
Offer a complementary consultation.
Increase your conversion rate by targeting the consultation to deliver a very clear benefit to the participant vs. delivering a sales presentation. The benefit you deliver during the consultation itself will be your best sales presentation.

Low risk involvement:

Schedule a low cost consulation (i.e. the bargain "tune-ups" auto repair shops offer, or the introductory exam offered by physicians). Make it a general overall assessment covering your client's current situation, goals, and a plan to achieve their goals. Make the plan more comprehensive than the services your business delivers.

Offer a book, an e-book or CD packed with valuable information in your specialty.
Offer a sampler: A low cost highly targeted product or service that delivers on a major need shared by many in your market audience (i.e. a free credit check, a cholestoral measurement, an ergonomics assessment, a computer virus assessment...)

Moderate to high-risk involvement (These include the major services you are probably offering at this time):

Offer a learning kit including a CD and workbook.
Offer a seminar
Offer a bundled series of services (i.e. 6 sessions aimed at promoting a specific result)
Go all the way up to a full delux package.

The point is, many businesses offer their market just one huge step: It's the full package or nothing--"yes" or "no". I have yet to discover a business that cannot offer their market graduated levels of involvement--even if you market high cost items like homes, mortgages, vacation packages, health insurance or cars.

1 | 2