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Write From Home
Kim Wilson
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Hamilton, NJ 08610

E-mail: kim @ writefromhome.com

Residual Marketing: Being Visible to Clients While You're Stuck in Your Office All the Time
by Brian S. Konradt of BSK Communications and Associates

The best kinds of marketing are the ones that cost nothing and keep generating results—even while you're confined in your office working on your client's projects.

Whenever you send out your sales materials, whether it be a single sales letter, multi-component DM package, or a quarterly business newsletter, your marketing efforts should be focused on luring prospects to contact you for more information about your services, rather than using your sales materials to "ask" for work.

The reason: securing clients is a multi-step process. Only in rare cases do freelancers secure clients with initial, non-repeating marketing efforts.

The other reason: having prospects contact you to learn more about your services and how you can help solve their problems has greater potency to establish a relationship and build rapport...which leads to securing work.

Residual marketing works best when you use incentives—small subliminal (or sometimes over-blown blatant) messages in your promotional materials that motivate prospects to contact you.

Common incentives include a free 15 minute business consultation, a free business newsletter, free reprint articles, a free material review offer, and so on. Any one of these incentives can be showcased or highlighted in your sales letter, on your business card, or in your business newsletter.

Notice the fervent word in all of these incentives is the word "free."

The key to making residual marketing work is not only to use an initial incentive to lure prospects to contact you for additional information, but also to embed your additional, follow-up information with supportive incentives that will lure prospects back to you, again and again, for more information.

Example: I send out sales letters that showcase my FREE business newsletter. Prospects read they can obtain my FREE business newsletter and call me up to request their copy. My business newsletter showcases a FREE consultation offer to discuss their needs. Prospects read about my FREE consultation offer in my FREE business newsletter and call me (again) to discuss their needs. Soon enough I am establishing rapport and a relationship with them.

A Web site also assists in making residual marketing work. All of your promotional materials should list your Web site address and emphasize benchmark benefits as to why prospects should spend time there and what they can obtain for free. Your Web site can also advertise some of your free incentives to motivate prospects to drop you an e-mail message or to call your for a free estimate.

Brian Konradt is the owner and operator of FreelanceWriting.com, a Web site dedicated to help writers master the business and creative sides of freelance writing. Mr. Konradt is also the principal of BSK Communications and Associates, a communications/publishing business in New Jersey, which he established in 1992.









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