1. Create a landing page – The first step to capturing leads from your website is to create a page that is specifically designed to get your prospects to take action. Your landing page should have one sole purpose – such as offering a free report or providing brief information about a product or service – and then asking for the “sale.” The “sale” is getting your reader to take your desired action such as filling out a contact form or purchasing your product. The most compelling landing pages focus on the benefits of whatever you offer and why your prospect should take action now. This is critical to start building a mailing list of leads that you can follow up with regularly.
2. Lead follow up via email – Once you have your visitor’s contact information, it’s time to start following up with them. Email is easiest because most email service providers (like Aweber) allow you to set up autoresponders. Someone fills out your web form and that triggers your autoresponder to start sending out regular emails automatically. Of course, you have to write these emails ahead of time, but once they are written, they do your lead follow up work for you over and over.
3. Lead follow up via voice broadcasting – Email is great but it’s not the only tool you can use to follow up with leads. Emails can get caught by spam filters, so you might try reaching prospects by other means. With voice broadcasting, you record a simple message and set up your voice broadcasting software to call them.
4. Lead follow up via postcard – Direct mail can also be a good way to follow up with leads if you collect addresses on your landing page. To collect addresses, you often have to promise you will send something such as delivering a purchase or sending a free CD or DVD in exchange for their contact information. However, once you have their mailing address, you can set up a campaign to mail to them regularly. With services like Sendoutcards.com, you can specify when you want to mail and the service will handle everything.

This simple four step process can help you put your lead follow up virtually on autopilot so you have time to work with clients rather than constantly prospect for new business.

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1. Write for journalists – Your target market for press releases is journalists who are writing larger stories or features. They are looking for interesting stories, ideas, and tips their readers can use, so avoid sales copy and try to be objective.
2. Have a strong lead – Your first paragraph should communicate your key message quickly and concisely. Write an attention grabbing headline and use your first paragraph to summarize the who, what, when, where, and why of your story. Journalists see thousands of press releases each day, so you need to capture their attention in just a few seconds. Why should they keep reading?
3. The 5 W’s – While the first paragraph should summarize the who, what, when, where, and why of your story, the rest of your copy should include the key details that make your story interesting. Provide journalists with useful information about your business, services, or events.
4. Brainstorm angles – Your press release needs to be more than “just the facts.” What makes your story unique or special enough that journalists should write about it. Does it tie into current events? Holidays or seasonal trends? Social issues? By finding a hook, you can attract journalists’ attention and give them a reason to write about your business.
5. Why are you unique? Journalists get updates on business launches, new websites and new employees all the time so focus on why your story is newsworthy. Why should anyone care?
6. Be concise – Your news release should be easy to scan so journalists can understand the point quickly. Don’t bother with promotional materials, industry jargon, or unnecessary words.
7. Include real life stories – Try to include a real life example of how your business solved a key problem or helped the community. These help communicate the benefits of using your services quickly.
8. Add an About section – At the end of your press release, include a brief paragraph summarizing who you are, what you do, and a link to your website for more information.
9. Don’t forget contact information – If a journalist finds your press release interesting, they may want to talk with you. Include a contact name, email address and phone number so they can reach you quickly.

By following these 9 tips, you can quickly write an effective small business press release that grabs journalists’ attention and compels them to tell your story.

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1. Target your advertising – Plenty of people probably want or need your services. One of the biggest small business advertising challenges you may face is how to get your marketing message in front of them. Choose advertising opportunities that reach your target audience – not just a mass audience of thousands of people.
2. Improve your offer – Next, you need a marketing message that compels people to take action. Offer something that is “too good to resist” in your ads to get people to respond. This doesn’t necessarily mean offering discounts or dropping your prices, but can you include bonuses if they take action now? What else can you offer – such as reports, training videos, free audio programs, etc – that are easy to create and can add considerable value to your services?
3. Capture leads – Most people hesitate when you ask them to pick up the phone to call you in your small business advertising. They assume you will give them a sales pitch and they may not be ready to hire you just yet. But they do want information that may help them solve key problems they might be facing, so make it easy for them to respond to your offer without over-the-phone or face-to-face interactions. For instance, you might offer free reports that people can download on your website or an audio presentation they can access by calling your toll-free hotline. This way, you get their contact information in exchange for free information so you can follow up.
4. Follow up – If your services are expensive, they won’t be an impulse buy. Your prospects will hire you (or your competitors) when they are ready – and chances are, that won’t be the first time they read your ads. Have a follow up system in place to keep in touch and send new offers and good content each month. It can take an average of 7-12 contacts before someone becomes your client, so build this into your follow up strategy.

By following these 4 small business advertising tips – specifically, by developing incentives to get prospects to give you their contact information and by following up regularly – you can convert more prospects into clients.

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1. Research your market – The biggest mistake people make with information products is creating a product no one wants. New content authors tend to try to teach people what they “should” know rather than what they “want” to know. Before you create your product, research what prospects want. Ask them directly. Go to forums and read what questions they ask. Then, create your product around those problems, issues and concerns.
2. Start small - If you are new to information product creation, start with a small project like writing a short guide and focus on providing practical, action-oriented tips your readers or listeners can use right now. Your information product shouldn’t be a brain dump of all your expertise. It should have a defined scope with specific topics you will and won’t cover.
3. Focus on quality – Quality content is useful and timely. With so much information available, your prospects feel confused and overwhelmed. They don’t know who to trust or what to believe. What they want most is a quick fix or magic bullet to their problem. If you can provide just one tip or trick that they can put into practice immediately to see results – one that doesn’t require too much effort – you will stand out from all the other “useless” sources of information out there.
4. Commit to action – It’s better to launch something than nothing at all. Don’t get caught up in being perfect or providing the “end-all-be-all” guide to your subject. Rather, stay focused, get it done, and start selling it. If, after you have published the content, readers ask specific questions about topics you didn’t cover clearly or haven’t covered, you can either revise the contents or create a supplemental guide to address those specific questions.
5. Perception is everything – Information products are difficult to value. When your prospects purchase any physical book or audio CD, they expect to pay around $10-20. When they see your course or membership site or even an ebook, they don’t know how to value it. They have no idea what a fair price might be because they can’t go to Google Product Search, find several stores carrying your item, and shop around on price. Help your prospects understand the value by including benefits in your product description, creating an attractive cover, and present your content in an easy-to-read format.
6. Build social proof and preeminence – Information products are much easier to sell if your prospects already know, like and trust you. Preeminence is the perception that you are a top authority on your subject matter. Building preeminence involves demonstrating social proof – proof that other people within your industry see you as an authority and recommend your products and services. That can be done by associating with other top figures in your market, seeking testimonials from happy clients, speaking at an event, getting media coverage, or building up a loyal readership through blogging and social media.
7. Don’t get bogged down with technical details – You can spend weeks analyzing the right shopping cart or membership software to deliver your products – the number of choices for each is staggering! Speed of implementation is crucial here. Pick one, set it up (or have someone set it up for you), and get your product out there.
8. Think beyond one product – You won’t get rich selling one information product, so start brainstorming other products you could create. Package your content in different formats. For instance, if you write an ebook, turn the contents into an audio or video program. Expand out chapters to create entirely new products. Think in terms of creating a free report that encourages people to buy your low-end, mid-tier, and high-end products.

While information products take time to create, once they are finished, you can generate income from them indefinitely. Even if selling information products is not your primary income generating strategy, it can create an alternative stream of income to selling your services.

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1. Reports and Books – The simplest way to create an information product is to write a how-to or beginner’s guide, short report, white paper, case study or full-length book. Anyone with word processing software (like Microsoft Word) can open up a new document and start writing. If the idea of writing a book seems overwhelming to you, focus on short 6-10 page guides and build up to lengthier documents as you become more comfortable and confident in your writing. Once you have created your report or book, you can use one of the many free PDF conversion tools to create a PDF to offer on your website.

   Websites like E-Junkie and Clickbank offer secure ways for you to accept payments and deliver your digital content.

   If you prefer to publish the book as a physical product, services like Amazon’s CreateSpace and Lulu allow you to offer print-on-demand hard copies.

2. Audio and Video – Many people perceive audio and video content to be of higher value than a traditional book or ebook. Anyone with a microphone can record audio directly to their computer. To edit your audio file, Audacity is a free, cross-platform program you can download and use.

   The quickest way to record video is to buy a Flip video camcorder and record yourself giving a presentation. Or, if you prefer to create screen capture videos or Powerpoint presentations, you can download a 30-day free trial of TechSmith’s Camtasia Studio.

   Like with books, CreateSpace allows you to sell physical print-on-demand CDs and DVDs of your audio and video products.

3. Online Courses and Membership Sites – A more extensive type of information product is to create an online course or membership site where you deliver different content in written, audio or video format. Subscribers log into a members-only section of your website to access the content.

   The primary difference between a course and a membership site is that a course has a specific price and end date while a membership site provides new content monthly for an indefinite length of time, as long as subscribers continue to pay the monthly fee.

   Logistically, delivering courses and content online is much easier to do online than offering physical products or delivering trainings in-house or at the client’s company. Rather than worrying about CD or DVD production, printing paper copies, mailing to subscribers, or finding conferencing space each month, you can simply upload your new content to your website.

   The quickest and easiest way I have found to set up a membership site is to use the Wishlist Member plugin with WordPress and accept payments through Paypal. To set up your site requires a bit of technical know-how, but virtually anyone can do it in a matter of hours by following their online tutorials – or hire someone to set it up through sites like Elance.

Why create information products?

Creating your own information products helps you demonstrate your expertise, build credibility and find qualified leads. Reports, white papers, case studies and teleseminar recordings can be offered for free as lead generators to get people to subscribe to your newsletter or build your prospect database.

More in-depth guides, audio or video programs, or courses can offer prospects a cheaper alternative to buying your pricier one-on-one services. This allows you to help more people than you would if you only worked one-one-one while still making money.

In addition, while the initial creation of an information product takes time, once it is complete, you can make money from it long-term. If you sell a virtual or print-on-demand product, you don’t have to worry about reproduction costs or inventory. The order process is automated so when people order through your website, they can immediately download their product or have it shipped to them through your print-on-demand service.

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1. Define your niche market. Don’t try to be everything to everyone. Instead, capitalize on what you do well and focus on attracting clients who need those services. It’s tempting when you are just starting out to work with anyone who offers to pay, but focus on those people who want what you provide, will make good clients, and are likely to refer the type of business you want.
2. Create your elevator pitch. Create a compelling answer to “What do you do for a living?” that clearly defines who you help and how your services benefit them.
3. Clearly define the features and benefits of your services. Make the advantages of doing business with you easy to understand by explaining how clients will benefit.
4. Create a free report. Many people hate networking because they feel they are “tooting their own horn.” If you can offer prospects something they can use, you will feel much more comfortable “helping” others rather than “selling your services.”
5. Learn why clients buy from you. The better you understand your prospects’ motivations and reasons for hiring you, the more effective your marketing will be. No one likes to be “sold,” but they do like buying. Put your clients’ interests above your own and focus on helping them solve their problems.
6. Encourage referrals. Set an expectation for referrals when you propose your working agreement. Tell your clients that part of working with you means they will refer business to you if they feel you have done a great job. This will motivate you to provide the best service you can to clients.
7. Build a web presence. Demonstrate your expertise by creating an informative website and networking with prospects and industry professionals online through Facebook, Twitter, and other social media sites.
8. Partner with other businesses that serve your market. What other companies do business with your clients before, during, and after working with you? Can you partner with them to offer your clients a broader range of services?
9. Be opportunistic. Be proactive in soliciting business from prospects. If you have your eye on a company you want to work with, start networking to get your foot in the door. If you see a potential opportunity in your marketplace to offer a new service, take advantage of it quickly.
10. Consider offering a “free sample.” If you are brand new and need experience, develop a way to offer a “free sample” of your services. Be careful, though. It can be easy to be taken advantage of if you start offering all your services pro bono. Clearly define what you will do for free, with the expectation that if your client likes your work, he or she will start paying your fee after a specific time.

Starting a consulting business requires flexibility above all else. While you can’t be everything to everyone, under-promising and over-delivering is a great way to build rapport, trust, and long-term relationships.

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Why? Because it doesn’t clearly identify what you do and how that can help them. To you, being a “marketing consultant,” a “life coach,” or a “graphic designer” means certain things.

However, your prospects don’t have the same “insider” knowledge that you have. They may have an entirely different view of your industry based on what they’ve heard in the media, their own experiences working with a consultant or designer, and what their family and friends have told them. It’s possible they don’t see much value in what you do if they received bad advice from another “consultant” or cheap web design service from their neighbor’s “computer whiz” son who is still in high school.

A better answer is to state the following:

I help _____describe your prospect______
Who are struggling/having problems with __your target audience’s key problem______
To achieve/get _____the specific result they will receive by working with you___
In/With/Without ______ a convenience they get______.
Do you know anyone who _________recap the above statement_________?

For instance:

• I help people who hate their job uncover their strengths, clarify their goals and create an action plan to land their dream job within the next year. Do you know any potential career changers who would like a roadmap to a better job?
  
  
• I help big ticket sales professionals who struggle to make their sales quotas to double their sales volume without cold calling or manipulative techniques. Do you know any high commission sales professionals who would like to double their sales?
  
  
• I help couples who want to save their marriage to break through the walls of anger, resentment, and hurt to revive the love, passion and joy they once had. Do you know any couples who want to save their marriage?

Do you see the difference? Now, you are telling people exactly what you do, who you do it for, and why that can help them.

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There is no one “right” way to market your business, but the best marketing approach is to use a variety of different ways to get the word out. Put together a marketing plan that includes some of the following ideas.

1. Networking – People do business with those they know, like and trust. It’s not “what” you know, but “who.” Announce to everyone you know that you have started a new business. Check out local networking groups on Meetup.com. Join your local Chamber of Commerce. Start meeting people and building your contact database.
2. Word of mouth/ referrals – As you start spreading the word about your consulting services, one of the primary ways you will attract new clients is through referrals. Don’t hesitate to ask clients, friends, and contacts if they know anyone who might benefit from your services.
3. Advertising – While more expensive than networking and referral marketing, advertising is the most common form of marketing and self-promotion. When you start out, TV ads and full-page spreads in major publications will be outside your marketing budget, so look for more affordable alternatives. Perhaps you can buy a list of people within your niche market and mail to them. Perhaps you can find publications targeting them and advertise there. Focus on where your target audience is, then advertise in those places.
4. Web marketing – One of the best “bang for your buck” marketing strategies is to use the web.Websites can be extremely affordable. Pay-per-click advertising allows you to target very specific audiences based on what keywords they type into Google. By building a content-rich website, you can get listed at the top of Google’s search results for your top keywords. Article marketing is a free way to syndicate your content to a larger audience.
5. Social media marketing – Facebook and Twitter offer cheap and easy ways to reach your target market online or to network with high-profile “experts” in your field.
6. Create a free report – Consider giving prospects a sample of your consulting services by writing a top seven mistakes guide and giving it away on your website or when people call your office.

Marketing is an ongoing effort, so schedule time daily to devote to attracting new clients.

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1. Set up your business as a legal entity. Speak with an attorney to set up the appropriate legal entity, such as a sole proprietorship, partnership, limited liability company or corporation.

2. Create your business plan. Having a sound business plan will help you focus on the most important, income-generating tasks for your business.
3. Decide how your business will run. Create a strategic approach for how you will manage the day-to-day aspects of running your business, such as your hours of operation, how you will accept payments, and what tools you might need (computers, printers, phone line, internet connection, etc).
4. Create a marketing plan. How will you attract clients in the most cost-effective way possible? Most businesses need business cards, stationary, a website and a brochure. Can you create these yourself or will you hire a designer? How will you advertise your business – newspaper ads, pay-per-click advertising, networking, mailings, speaking engagements, etc?
5. Create your budget. How much money can you invest in your business? Do you have other sources for funding such as a bank loan or friends/relatives who might invest?
6. Decide where you will work. Will you work from home or rent office space? If you choose to work from home, where will you meet clients? How will you organize your work space so you can be productive?
7. Determine what type of equipment is necessary. If you are freelancing, coaching, or consulting, you probably need a computer, desk, phone, filing cabinets and other office supplies. What computer software will you need?

If you are considering a major purchase, ask yourself if this is the best use of your time and money. Your primary activity when starting a business should be attracting clients and getting paid work. Focus on getting the fundamentals in place for your business. Then, worry about upgrading your marketing materials, computer equipment, and office decor when you have more income to work with.

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1. Sole proprietorship: With a sole proprietorship, you accept all business-related liabilities at a personal level. In the eyes of the law, you and your business are the same entity. This makes things easy for tax purposes. All profits, losses, assets, and debts are yours. The drawback is if you are sued by a client, the resulting litigation may be able to hold your personal finances and assets as damages to the plaintiff in the case.
2. Partnership: Similar to a sole proprietorship, a partnership involves two individuals who share legal and fiscal responsibility for the business together. Often, the parties involved with negotiate a contract that details who owns what portion of the company.
3. Corporation: A corporation is the most legally and fiscally complicated method of starting a business, but has its benefits as well. When you incorporate your business, it becomes a legal entity of its own. This allows you to take greater risks than sole proprietorships and partnerships because you have a legal and fiscal layer between the corporate entity and the individuals involved in the business.
4. Limited liability company (LLC): A flexible alternative to a sole proprietorship or a corporation is an LLC. This form of business entity provides limited liability to its owners similar to a corporation but with an income taxation structure similar to a partnership.

Check with your attorney to discuss the right type of business entity for you. (Disclaimer: this article is not meant to provide legal advice.)

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