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4 Easy Steps to Winning Prospects Online!
Marie Johnstone

Most of you will be familiar with the works of Dale Carnegie and, in particular, his best-selling publication "How to Win Friends and Influence People." It may be over half a century old, but this powerful book is still largely relevant today. Some of his basic ideas need just a little modification for running a successful online business. Here's how to win - and keep! - prospects on the web:


Dale says: "Remember that a man's name is to him the sweetest and most important sound." Political correctness aside, he's spot on. We're less likely to trash personalized emails, are more likely to open these first, and (providing the email is also well-written) we'll be better disposed to actually reading them. Limited use of names within the body of the email can also draw attention to important points, but if this is overdone it will loose effectiveness.


Dale says: "Begin with praise and appreciation." This is a great technique when promoting products or services. A small amount of praise can go a long way - as long as it's sincere and you've done your homework. Take a look at the following two notes:

a) Hi there friend! Great site! I've got a great new product to share with you at a very special price ...

b) Hi Marie. Your articles in Write to Sell are top-notch. Your promotional ideas have helped to turn my ezine into a little gold mine. By way of thanks, I'd now like to share some exciting new ideas of mine with you ....

No points for guessing which letter will get results. The first smacks of insincerity and contains no personalization or indication that the writer has even visited your website. The second letter uses a small amount of targeted praise as a great introduction to the sales patter. This helps to establish an element of trust - necessary if you hope to make any sales.


Dale says: "Talk in terms of the other man's interests." Of course, this isn't so manageable with an online business. It's easy to apply with a reciprocal face-to-face conversation, but it's another matter entirely via email correspondence.

You have to learn to be an email "scavenger." It usually takes several emails before a deal is struck. In this time (providing that you have followed the personalization and praise techniques), your reader will probably have opened up a little. You should read all their emails carefully (keep them together in a separate file if necessary) and search for anything that they let slip about themselves - personal details, country of residence, even their preferred style of writing (formal or informal). These details are your marketing weapons. Comment upon or casually drop in a few of these choice details in your replies for added personalization. When used discretely, they can establish and build a bond between you and your potential client.


Dale says: "Let the other man do a great deal of the talking." Encourage feedback from your reader. Give them a reason to reply and to pass on more of their personal details. This can be done by making a few relevant enquiries. Ensure that you don't ask questions which simply require a "yes" or "no" answer. Ask something specific and get them talking. Not only does this help you extract your marketing weapons but it also means that your potential client won't feel as though they've been talked into anything - even if they have.

I think you'll find that these four steps will give you a really unfair advantage over your competition. If you want to learn more, pick up a copy of "How to Win Friends and Influence People." It's not too old to teach you a thing or two.

Related Articles:

Developing a Web Site Marketing Plan
Your marketing plan is the compass by which you navigate. As opportunities arise or your business environment changes, the objective and strategies in your marketing plan will point you toward the best action. Without a marketing plan, you risk becoming unfocused in your marketing and are only guessing what might be best for your business.

Strategies for Your Web Site Marketing Plan
How strong are your Web site strategies? Do they move your business toward achieving your objectives or overall goals? Think of your strategies as a framework that clarifies the approaches you will take in meeting your Web site's objectives. They are more specific than the objective, but do not include exact details. After developing the strategic framework, you will fill in the details with tactics.

Choosing Tactics for Your Web Site Marketing Plan
Objectives, strategies, and tactics - these are the parts of a solid strategic marketing plan. Your site objective defines the big picture, strategies provide the framework, and tactics fill in the details. Tactics are where the action takes place - these are the things you will do to bring your plans to life.

Discover How YOU can Easily Write and Sell Info-Products Online! One Ordinary Checkout Girl Reveals her 100% Free, No-Hype Secrets to Earning a Decent Second Income! Visit now: http://www.mariejohnstone.com

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