Marketing with Special Reports. 5 Ways to Develop Content Your Prospects Cant Wait to Read

So you've decided to start publishing an e-newsletter, or you'd like to develop a Special Report as an added-value for your customers, or maybe you've even decided to teach a teleclass or a seminar as a way to bring prospects into your business.

So now you have to decide what you're going to write or speak about. So just how do you come up with content for your free information products that you know your prospects and customers will be interested in?

Well, you can start with looking at the knowledge you have that could truly benefit your prospects and customers. What do you know a lot about, that your customers and prospects don't? What information could you provide that could help them to improve their business, or make them happier, or show them a different way to do something, or provide them with tips on how to buy or use the product or service you provide?

The key is finding out what information your prospects and customers need or want most. Asking them is the easiest way to find out, and it is a great way to generate content for your information products.

If you have made arrangements to speak to a group, ask the person coordinating your talk if there is a way to survey the group as to their most important questions relative to your line of business. For example, if you offer Wellness Coaching Services and you are speaking to a group of corporate executives, find out what their burning questions are related to wellness.

In a corporate environment, they should be able to quickly and easily compile this information via an email sent out to all employees who have been invited to your talk. Knowing that your goal is to speak directly to their concerns, they will probably be more likely to attend as well.

When you get the results of your survey, look for common or recurring questions and focus your talk on the answers to these questions. Save any remaining questions as topics for your e-newsletter. You can use this as an incentive to get attendees to register for your e-newsletter by saying at the end of your talk "If I didn't cover your most pressing question, I invite you to register for my free e-newsletter where I will address all remaining questions."

Here are five more ways to generate ideas and content:

1) Add a page to your web site where visitors can submit questions.

You could title it "What is your most pressing question about [insert your topic of expertise here]. Make sure the page is visible and accessible from all of your web pages. Consider promoting this service throughout your web site to drive people to that page to submit a question.

2) Purchase the domain name "askYOURNAME.com" (where "YOURNAME" is your first and last name).

Publicize this web page as a service and great place for consumers to get their most pressing questions, in your subject area, answered. Registering domains is cheap, and you can always point it to a page in your existing web site if you don't want to pay additional web hosting fees.

3) Include an email address, or web page address in your e-newsletter.

Or in any other forms of regular communication. Use this email address to invite your prospects and clients to submit their questions. Odds are if one prospect or client has a question, there are many others who also have the same question.

4) Create a survey.

If you do presentations or seminars, hand out a survey at the end to find out what attendees liked best about your presentation (it's always a good idea to get feedback anyway), and to find out if there are other relevant areas they would like to see you speak on, or if they have questions they'd like answered.

5) Keep your eyes open and your customers in mind when you read trade publications, magazines or newspapers.

If you come across something you think would be of interest to your prospects and customers, share it. Is something going on in the news that is relevant to your product or service? Write about it.

In addition to using this information to drive newsletter or presentation content, you can also use it to develop articles and content for your website, or to write Special Reports, Tips Sheets, or How-To Guides.

These are all great ways to provide added value to your prospects and customers, and to give them a chance to get to know you. Consumers do business with those they know and trust. Creating relationships with your prospects and customers using free information products is a great way to develop this trust. And it's one of the cheapest, easiest and most effective ways you can market your business.

(C) Copyright 2005 Debbie LaChusa

20-year marketing veteran, consultant, author, teacher and coach Debbie LaChusa has developed The 10stepmarketing System to help small business owners successfully market their business, themselves. To learn more about this simple, step-by-step program and to sign up for her FREE audio class and FREE weekly ezine featuring how-to articles, tips and advice, visit marketing.com">http://www.10stepmarketing.com

How Toyota Captured the #1 Market Share . . . Through Solid Decision-Making!

How Toyota Captured the #1 Market Share . . . Through Solid Decision-Making!Toyota is arguably... Read More

The Five Most Common Joint Venture Marketing Mistakes To Avoid

Joint Venture marketing has become a highly popular way for small businesses to maximize... Read More

How to Get a 100% Return on Your Marketing Investment Guaranteed!

One of the most effective ways to market your products/services is to create strategic alliances.... Read More

Educating Your Customers

One of the biggest marketing mistakes businesses make today is failing to educate their... Read More

Using Flyers In Your Business

If you are not using flyers in your business you are missing out. Flyers can... Read More

Mobile Auto Detailers and Newspaper Companies as Clientele

If you are a mobile auto detailer or mobile car wash company you might wish... Read More

Marketing Got You Stumped?

It's not unusual for entrepreneurs to find the whole idea of marketing intimidating. Even... Read More

Natural Marketing for Full Business Success

Is your mind muddy on marketing? Do you wake up each day and say,... Read More

Stretch Your Marketing Reach

One of the most cost effective marketing strategies you can utilize is an online... Read More

Three Alternative Methods On Getting Quality Testimonials with Bonus

Here are three alternatives to increase your testimonial numbers or their quality. Create an online... Read More

Five Tips to Make Your Marketing More Creative

Same old same old just doesn't sell anymore. To make your marketing stand... Read More

Self-Promotion on a Zero Budget

Recently, I've received a few e-mails from people asking me for advice on how to... Read More

Marketing Success - Marketing Strategy - Brand Identity Guru

Marketing message x Credibility x Visibility = Marketing SuccessThese three variables, when working positively together,... Read More

Private Practice Marketing: 3 More Secrets I Wish I Knew When I First Started Out

Secret #4 - Get very comfortable asking for paymentOne of the easiest ways to set... Read More

Top 7 Tips for New Businesses

The marketing decisions you make for your new business are the most important part... Read More

Helping Your Prospects Overcome ?Buying Fears? By Using Testimonials

You DO use direct marketing for your small business? right? If so, you're taking... Read More

Stop Searching - Joint Ventures are the Solution to Doubling Your Business

First, define the end user (or ideal client) of your product. Many times when I... Read More

Buzz Word

Offline, it's called word-of-mouth advertising. Online, it's known as viral marketing. Semantics aside, one... Read More

Database Marketing: Secrets To Skyrocket Your Online Profits Using Database Marketing

What is database marketing?Database Marketing is the gathering and storing of specific... Read More

Ditch Coupons Before Customers Ditch You

Everyone wants to feel like they're getting a good deal. Merchants often attempt to capitalize... Read More

The M-Word (Marketing) Phase 2

Last month we looked at what you need to do before you spend money on... Read More

How to Save Time and Achieve More by Creating High-Leverage Marketing Assets

The single biggest, non-renewable asset you have is your time. There are only three things... Read More

The Added Effectiveness of Promotional Products in Your Marketing Plan

Recently, I stopped by a new car wash in my town and while preparing to... Read More

In Sickness And In Health

I recently drove by a business that had a sign out front that read "Closed... Read More

The Seven Keys to Marketing Genius: The Complete Guide to Increasing Your Marketing IQ

How smart is your marketing? Do you follow the crowd or set your own... Read More

Improving Lead Generating and Conversation Rates: Think Like a Farmer

John's a freelance photographer in Ohio who called to tell me of his frustration with... Read More

Does Your Marketing Plan Need Changing?

Change is good, right? Not always. But when is it bad? Is it a question... Read More

How to Get the Right Clients and Avoid the Wrong Ones

If you are like most service professionals and small business owners one of your primary... Read More

Marketing Secrets #101- Your Most Important Sale

Which sale is the most important one you will ever get from a client?I'll bet... Read More

Are You Playing Checkers or Chess?

When you think about how to attract more clients for your professional services, are you... Read More

Communication Breakdown - Dont Let It Happen To You

Do you have Communication breakdown?How are you communicating with your contacts?We need:Contacts we can send... Read More

Creative Marketing: Just Your Style

You've enlisted some of the traditional marketing methods to sell your services: you received... Read More

Stretching The String: Five Tips To Maximize Your Marketing When You Are On A Shoe String Budget

"I know I need to market my business in order to grow my business, but... Read More

Five Steps to Partnering with Companies to Build Your Client Base

Wouldn't you love a simple formula for easily growing your small business? Here is something... Read More

Make Your E-Mail Signature File WORK for You!

You're probably familiar with e-mail signature (or "sig") files - they're the few lines of... Read More

Marketing and Advertising Techniques of Super Bowl Advertisers

Each year, advertisers with super sized budgets sink millions of dollars into Super Bowl advertising.... Read More

Creating Your Unique Selling Proposition or USP

Creating Your Unique Selling Proposition"Don't tell them what you do. Tell them what you do... Read More

Direct Mail Response Rates Low? Eliminate These Mistakes

Are your direct mail response rates lower than you expect? Check your sales letter or... Read More

Referrals - How to Get Them

Referrals are an extension of Networking. If people like you and like the sound of... Read More

Mastering the ABCDs of Small Business Marketing & Selling

I believe that small business marketing and selling follows a certain flow. The pace... Read More

Five Joint Venture Marketing Skills A Small Business Owner Must Have

Joint venture marketing is a lucrative way of leveraging the assets of two or... Read More

Deciphering Marketing Lingo: Whats the Difference between a USP, Single Message and a Tagline?

Maybe you've heard these different marketing terms, maybe you haven't. Either way, let me... Read More

Customer Lifetime Value - The Key To Maximizing Your Profits!

The greatest asset to your business is your Customer, specifically, your Customer Lifetime Value.In my... Read More

Give It Away Now - The More You Share, the More You Sell!

Give away your knowledge, and you'll make money. How does this work? Isn't this counter-intuitive?... Read More

7 Ways to Evaluate Your Marketing Plan

Business owners often find it difficult to know whether their marketing tactics are working.... Read More

How Your List Affects Postage Costs

HOW YOUR LIST AFFECTS POSTAGE COSTS AND WHAT YOU CAN DO ABOUT IT!The quality and... Read More

The Power of a Survey

How many times have you been asked to participate in a survey? If you are... Read More

Are You a Marketing Octopus, or a Marketing Worm?

One of the greatest challenges to effectively marketing a business is determining which ... Read More

The Marketing Secret Every Child Knows

Little Kids Ask Until They Get What They Want.Mom, Mom, Mom, Mom, can I have... Read More

Bedroom Marketing

Hopefully we are all adults here, so let's talk about sex for just a minute.... Read More