There’s a lot more randomness in our lives than we’d care to admit…or even realize.

Every time you get in contact with a prospect in some way there’s a huge random element in play.

Has your prospect had a bad day making them less receptive to ANY approach?

If you’re using direct mail who is picking up the mail and sorting it on the day?

Then there’s just simple probability. Only a percentage of the business owners you approach will be interested in what you have to offer.

As an example let’s say that whatever initial prospecting method you’re using gets 20% of the business owners you contact putting up their hand in some way to say they’re interested.

And let’s say that 50% of the interested business owners you talk to face to face end up hiring you.

That means in this example ON AVERAGE one in 10 prospects
you put through your marketing process become paying clients…

First of all understand every person is different and with smaller numbers probability can be really inaccurate.

But even with your 1 in 10 probability of getting a client putting them through your marketing process you are going to experience large runs of prospects who DON’T hire you.

Runs of 30, 40 even 50 or 60 prospects who don’t hire you will be normal.

You might talk face to face with half a dozen…even a dozen prospects in a row who seem to be interested but DON’T hire you for a variety of reasons.

There are 2 major things going on here…

# 1: Just simple luck. Some people are going to hire you…some aren’t. That’s probability.

The way you overcome luck is with persistence.

In fact in most fields the reality is if you’re the person who persists long and hard enough, doing the things it takes to succeed then with enough time you’ll become a leader in that field.

Persisting with the kind of action that can produce positive results will usually result in success…even if you’re incredibly unlucky.

If you want to succeed you need to commit in advance to sticking with it until you reach the goals you want to achieve.

But that’s only part of the picture.

The next element I’m about to reveal is what makes or breaks most people…

# 2: Doing what it actually takes to succeed…

As opposed to doing what you THINK it takes or what you’re comfortable doing.

This is probably the most important principle of all.

Many people think if they just keep doing what they’re doing over and over then they’ll get hired and end up with all the clients they need.

Unfortunately that doesn’t always work. Why?

At every step in the process there are things you can do that can swing the odds in your favor…increasing your chances of getting hired.

And continuing with strategies that have a low probability of success for you will leave you working hard, spinning your wheels and getting poor results or worse still, no results at all.

Even if you’re already successful
making some quite subtle changes in what you’re doing can
massively increase the results you’re getting…

I know that the email coaching students I have who are getting the biggest results are those who have already had paying clients…many already have good incomes.

It’s hard to steer a car that’s not moving but when you’re already taking action and getting some kind of feedback it’s much easier to guide you down a road that brings you more profits faster.

You might be able to convert a much higher percentage of cold prospects into paying clients and you may be able to charge a whole lot more just by tweaking what you’re already doing.

One common problem with the element of randomness in converting prospects into paying clients is that…

You can misread what it took for you
to get a paying client…

You think it’s one thing you did whereas it might be something completely different.

You don’t want to over think this…ultimately just getting in the game getting in contact with business owners is going to get you hired.

But if you’re serious about building a highly profitable business and avoiding banging your head against a brick wall then you should seriously consider improving on everything you’re doing to get the best return you can on your efforts.

This is where getting coaching from someone who has helped thousands of other marketers and really understands the process and your struggles can help.

Also just being HONEST with yourself…

Look at each part of your marketing process and start asking yourself some serious questions:

# If I was a business owner would I read this letter? Would I be interested in hearing more? Why? What would be in it for me?

# If I was a business owner face to face with someone and he suggested this strategy would I be excited about it? Why? What would be so exciting about it to me?

# If I was a business owner and I was asked to pay this amount of money in this way would I be comfortable paying it? Why? What’s the value in this for me and my business?

And then there’s the really pressing question:

# Am I REALLY doing what it takes to get paying clients or am I just doing what’s comfortable for me? How can I improve on what I’m doing? How can I improve on who I am as a person?

It can be hard to be this self critical. We all have blind spots about our own weaknesses.

The advantage of coaching is that you get someone who is objective who can guide you in the direction that is likely to get you the fastest positive results.

But ANY positive changes you make are likely to be worthwhile.

And just starting down that track is like a rock rolling down a loose hillside…very quickly it can build to be an avalanche where you and your business income grow incredibly quickly.

Imagine Walking Into A Brick And Mortar Business
And Walking Out With A Check In Your Pocket
For $500, $1,000, $1,500 Or More

This full 68 minute recording reveals how you can make an excellent income selling online marketing services to local brick and mortar businesses. I know it sounds crazy but many people just like you following the Offline Gold strategy have made $500, $1,000, $1,500 or more their first day talking to business owners.

     This audio with Offline Gold author Andrew Cavanagh talks about the highly lucrative market of small business owners desperate for someone to help them with their online marketing.

    He reveals how to talk to business owners and how to get them to write you a check...often the first time you talk to them.

You can download this full audio
completely FREE simply by entering your name
and email address in the form below

    Important: Your download link will be sent to you immediately AFTER you confirm your email address in the first email you receive.

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You'll also get notifications of new high quality information posted on this blog and after you enter your details in this form you'll also be given a chance to purchase the groundbreaking report Offline Gold For The Online Marketer at a special reduced priced.

    This is the report that has helped ordinary people just like you to make an exceptional income helping offline business owners with their online marketing.

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CEO OfflineGold.com

If you don’t have prospects who are eager to hire you contacting you then there’s one skill you need to develop or outsource…copywriting.

The reality is most of your best, highest paying prospects are going to take multiple contacts before they hire you.
You might make those contacts in person but things are going to go a whole lot smoother and you’re going to come across as a real expert if you have a series of different reports, articles and other pieces that help move your prospects forward step by step.

Even if you’re the greatest sales person on earth a great report or sales letter can largely make your sales presentation for you.

That Way You Can Have Your Best Prospects
Contacting You Ready To Get Started…

And the best part of using reports, articles and sales letters to educate your prospects is you can educate them on how to work with you.

In other words you can educate your prospects on how to be perfect clients for you!

How do you set up a system to pre-educate prospects and get them to the point where they’re desperate to hire you?

When I work with clients setting up these systems the first question I ask is:

“What is the ultimate outcome you want your client
to get from working with you?”

That’s a really weighty question and one you really need to think about.

Then comes the next question:

“From where your prospect is right NOW what is the FIRST step they need to take to move them towards that ultimate outcome?”

It’s often something really simple and that’s the whole point really. You need to break this down into simple steps you can manage.

You need to have your focus entirely on your prospect and what’s going through THEIR head….what’s important to THEM.

And just nudging them forward that first, simple step.

Remember business owners are busy…so you might just get attention with that first step and give them one tiny nugget that starts opening up the door just a little for you.

And from there the question is simple and obvious:

What is the next step towards
that ultimate outcome?

You can go step by step thinking through how far you can get your prospect to move each time.

With a report or sales letter you might move your prospect forward half a dozen steps.

When you’re writing that piece you think through where your prospect is at and you move them forward strategically in the report or sales letter.

That kind of copywriting is a complex skill…every part of the copy has to work together…the headline, the opening line, the content…all carefully crafted to appeal to their emotions where they’re at now and move them to the place they need to be.

A lead generating report or a sales letter both work in very similar ways in this regard. They even have very similar elements.

Then you can think through whether you want to talk to your prospect in person.

Seeing a prospect in person can take a lot of time on your part but it also helps you move them forward huge leaps at one time.

With a short article it might just be one or two steps.

But with every piece you’re getting them closer and closer
to the point where they hire you…

When you grasp the concept and you embrace it you’ll stop being so worried about “closing” a sale today and you’ll think more about moving your prospects strategically to the point where they’ll excitedly pay your premium fees and be prepared to work with you in the way you need them to work with you to get great results.

One of the greats at getting high paying clients using multiple pieces is copywriting and direct marketing expert Dan Kennedy.

He has books, reports, sales letters, videos, information products…the list goes on and on.

When someone hires Dan Kennedy they’re paying in the region of $25,000 a day for his advice. He knows what he’s doing.

Here’s an old nugget that’s just as successful today with a little adapting to sell your services and to help sell your client’s products and services…his magnetic marketing system.

This is a powerful multi step system that moves your prospect from where they are now to the point where they’re calling you or knocking on your door desperate to hire you.

Magnetic Marketing Gift

Magnetic Marketing audio 1 (MP3)

Magnetic Marketing audio 2 (MP3)

If you’ve never been exposed to this type of marketing it will be a huge eye opener for you. If you’re familiar with Dan Kennedy and his material then you know how valuable these audio files really are.

One Final Point

As a professional copywriter I have listened to and applied dozens, possibly hundreds of different courses on copywriting and marketing.

I’ve worked with some of the world’s most successful marketers.

That’s just a part of being successful in the profession.

Yes you can write your own copy but be aware that when you work with a professional you usually make more just on the advice you get on improving your marketing system.

Much of the time when you hire a copywriter who really understands marketing the writing of the copy effectively works out to be free because of the profits you make from the advice you get.

And be aware that writing the kind of great copy your marketing business deserves takes a lot of commitment and experience.

Yes you can do it but your time may be better invested elsewhere since you already have an internet marketing business.

Because I can write one service I love offering to many brick and mortar businesses is a lead generating report.

First let me explain what a lead generating report is.

Basically you write a short report that is filled with useful information targeted to a particular kind of prospect in a particular niche. And you give it a sexy title that will appeal heavily to that prospect.

An example you might use for a real estate agent trying to get more listings might be a report titled…

“7 Secrets To Getting The Maximum Price
When You Sell Your Home In Austin”

You fill that report with highly useful tips.

And here’s the important part. You want that report to lead the most qualified prospects to the conclusion that they should list their home with your agent.

That’s tricky.

If you just put on the first page “list your home with xxxx agent” then although that may actually get some listings it’s not likely to be highly effective.

What you want to do is lead your prospect step by step by sharing high quality information and gradually introduce more and more information that gets them to see that your agent is the best logical choice for them.

In some industries where competition is fierce you can come right out of the gate firing with a report titled something like…

“7 Keys To Choosing The Best Tax Specialist
For Your Business”

A report like that sent to new business owners might be effective.
But you’ll usually build a whole lot more credibility and good will by sharing valuable information first.

So in that case a report like: “7 Insider Secrets To Slashing Your Tax Bill” is likely to enter the conversation your prospect is having in his head.

Yes he’s wanting hire someone to do his taxes but what he REALLY wants is to pay less tax or get a huge tax refund at the end of the financial year.

How Can You Make Money Out Of This…?

Businesses need high quality customers and clients and you can use a lead generating report in multiple ways to bring in customers.

Here are a few powerful methods:

# As a referral system. A lead generating report can be printed out or it can be delivered as a pdf online or as an email attachment.

The happy clients of a business will often be very happy to give away a report that is filled with useful information to the people they know who could benefit from it.

Add the offer of an initial gift consultation or any other enticing offer) and with a few different people giving these reports away you can create a steady stream of new business.

# As a way to pre-educate prospects. Many services are complicated and prospects have difficulty understanding who they should hire, what service they actually need and the benefits to them of one service or service provider over another.

A report that helps to educate them is a powerful way to become the first business they think of when they choose to hire someone.

It also saves time by weeding out prospects who really aren’t any good for the business and by saving staff or the business owner time having to answer the same questions over and over.

Do this well and a business can have high quality, pre-qualified prospects coming from these reports. That’s a huge time saver and a huge money maker.

# Use the report as a way to get prospects onto an email list.

A report that is highly targeted with a sexy title has real value to the best prospects of a business. Many will be happy to give their email address to get the report (especially if you also offer a related email course like “21 Different Ways To Save On Tax”).

That way your prospects will be looking forward to receiving email from you instead of thinking “I’ve given them my email address now here comes the spam!”

# Use the information in the report in multiple ways.

Each tip in the report can be turned into a video for a website and/or submitted to online video sites like youtube. The tips can be turned into articles and submitted on article sites. The tips can be turned into blog posts etc etc.

If you’re smart you can give away one or two tips then use that as an incentive for prospects to sign up for the full report.

# Promote the report in different ways.

Creating a lead generating, tell all report is a great excuse to get exposure from local media like local radio stations, newspapers and television news.

It’s a huge credibility boost for your client getting into local media as an expert in his niche and doing that for them is going to make you look pretty fantastic too.

You could also create online press releases promoting the report, get your client to put the title of the report and a link in his email signature and his signature on any forum where he’s active.

He can also put the title of the report on the back of his business card with a link to download it and on any appropriate business literature.

If You Can Write A Report You Can
Charge Businesses To Help Them ImplementThese Strategies

How much can you charge?

First you want to know how much a new highly qualified client is worth to them. In many cases that might be multiple thousands of dollars.

Executed well strategies involving a lead generating report can be amazingly effective at bringing in paying clients.

So if you’re helping a business make tens of thousands of dollars or more in a year you can charge accordingly.

The main thing is to focus not just on the writing of the report but on creating strategies that can help bring in real paying clients for the business. That’s what they’re paying you for.

I’ll come back to this topic of what you can charge and give you some ball park figures in a minute but first…

Where Do You Get YOUR Clients From?

Many business owners will be open to the idea of strategies involving a report like this that you create.

But how do you contact those businesses?

First it helps if you create a lead generating report for YOURSELF.

Yes a lead generating report selling the value of lead generating reports (if that gives you a headache I’m not surprised).

From there you can be contacting your best prospects in a variety of ways.

If you’re using the Offline Gold Army system that’s really simple. You can have a link to your report in every newsletter you send. You can also put one of your tips from the report in each newsletter you send.

There are multiple ways you contact prospects in the report 25 Different Ways To Get Paying Clients and most will work to sell this service.

Following tip # 22 from that report “the incredible power of repeating” you can use your lead generating report or tips from your lead generating report to follow up with prospects you’ve already had contact with.

Remember also that you can use your lead generating report
as a tool your happy clients can use
to give to referrals.

This can make strategy # 1: The Out Of The Box Referral Strategy from the report 25 Different Ways To Get Paying Clients much more powerful.

Anything you do to make it easy for your referral sources to send you referrals and to make them look good is going to make your referral systems more effective.

Having a lead generating report your referral sources can give away makes THEM look good (they’re giving away a valuable gift) and it helps enormously in converting prospects into eager paying clients.

How Much Can You Charge?

Personally I’ve charged in the $1,000 to $7,000 range for a report like this along with strategies to go with it.

You could also provide ongoing services.

For example you create the lead generating report, an email course and an optin page and then you also sell an ongoing SEO or pay per click or online classified ad service to get their best prospects to the report.

If that’s bringing in real paying clients the amount you could charge for the service is VERY flexible.

Anything from $250 to $5,000+ a month is possible depending on what new clients are worth to the business.

I’ve laid out a full strategy here for you. Now all you need to do is run with it.