A business development manager wanted ideas on how to get customers for his start-up. He stated, “Companies do not want to talk to you unless you have established a customer base … even though we have services that are needed and great staff.”

The way his statement was phrased I couldn’t help but wonder if he would have an easier time attracting customers if his attention was on his prospects. Statements such as “established a customer base,” “services that are needed” and “great staff” are dead giveaways that his focus is on his company.

From a marketing perspective, these traits do little to set you apart from your competition. “Services that are needed” and a “great staff” are especially common claims any company can make.

But by focusing attention on delivering value and educating prospects, you can provide proof for these types of claims — even if you own a start-up. Furthermore, by demonstrating and distributing knowledge that addresses prospect problems, you meet people’s desire for information without human interaction.

One overlooked marketing piece that gives you a perfect opportunity to share knowledge is a press release. Now, you may believe press releases are only for corporate giants. Worse yet, you might be hesitant to write a press release because you believe you have nothing newsworthy to announce.

Get over these misconceptions immediately!

Prior to pursuing my business full-time at the end of 2004, I worked as an editor and newsroom supervisor at a newswire for nearly 6 years. I’ve edited and distributed thousands of press releases — and many were not-so-cleverly disguised pitches from companies hoping to land a feature article or segment on the news.

Although features are always a possibility, here’s a little-known secret that will increase your chances of appearing in the media as an expert:

Make yourself known as someone who shares knowledge.

Simply pay attention to writers/editors who cover topics related to your industry and volunteer yourself as a source. You can do this by contacting them or regularly sending out press releases that describe tips or strategies you can offer to their audiences.

Here’s an example of press release I recently sent out to volunteer myself as a source (feel free to use it as a template for your own press releases): http://www.writewaysolutions.com/pdf/tompr4.pdf.

As someone who regularly writes for publications, I promise you developing article ideas is effortless when compared to tracking down qualified sources who can provide valuable insight.

If you want daily opportunities for free publicity as a media source, you’ll want to check out Help A Reporter Out (HARO).

If this year started like most, you probably had high hopes for your marketing efforts.

Maybe you wanted to revamp your website … get a blog up and running … dive into social media … start a direct-mail campaign … organize a customer reactivation plan … or just maintain better contact with your current customers.

Regardless of your initial plan, now is when you should evaluate your efforts because you can still make adjustments. If changes are in order, here’s a strategy to help you replace lost time:

This approach involves attracting and engaging your target audience by delivering knowledge. Instead of pitching your product or service, you’re about to get a step-by-step approach to delivering high-quality, valuable content your prospects crave.

Your first step is to determine a common problem your prospects have related to your product or service. This can be done by compiling the questions people frequently ask you.

For example, let’s say you sell gardening supplies. Now I know nothing about gardening, but I realize certain vegetables grow better during specific seasons (especially here in Arizona where the sun can practically boil the soil).

I’m sure others share my confusion. In fact, a Google search for “growing seasons for vegetables” reveals 1.2 million results. That tells me there’s demand for this information.

So now that we have a topic, we can create content by simply compiling tips.

7 Tips for Selecting the Best Vegetables to Grow in Any Season … How to Get More Vegetables from Your Garden … 5 Gardening Tips for Growing Vegetables Year-Round … 11 Planting Tips for Growing Vegetables in Cold Weather …

Someone knowledgeable in gardening could provide information that fits any of these titles. You could do the same thing if you brainstormed titles about topics you’re an expert in.

Once your content is written, the hard part is done. Now you make your tips article available to as many prospects as possible.

The Internet makes this task easy and cost-effective.

Start by putting your tips article on your website and blog (yes, you should have a blog). This step is a no-brainer because you want your information available to prospects who visit your website directly or use the search engines.

(IMPORTANT: As you post more tips articles on your website or blog, prospects will want more information. So feed that hunger for knowledge by delivering insight in exchange for a name and e-mail address. That way you can maintain contact with your visitors using e-mail.)

Next, submit your tips article to free directories such as EzineArticles.com. Not only does EzineArticles.com get tremendous traffic (which results in more eyeballs on your information), but posting your tips article here makes it available for others to use in their newsletters, websites, e-mails, etc.

When you create quality content, your tips article will get picked up by information publishers. This is a big benefit because your knowledge gets shared with new audiences without you spending additional time, money or resources. And, because there’s always a link to your website at the bottom of your tips article, you’ll drive more traffic to your online home.

After this step, consider people who prefer viewing video — rather than reading text. Since YouTube is now the #2 search engine in the world, there’s a good chance your prospects use it.

You can read your tips article as a video script. But if you don’t feel comfortable in front of a camera, use Camtasia or Screenflow (for a Mac) to make a video from content you record off your computer screen.

Once you have your video, you can post it on YouTube. Or, for an even greater reach, use a free service such as TubeMogul to post on numerous video sites at the same time. Of course, include a link to your website at the beginning of your video description.

Now that your information is available online in several places, it’s time to use social media. My two favorite tools are Twitter and Facebook. After spending some time building followers/friends and developing relationships on these social networks, post a link to your tips article.

This simple step will result in instant traffic to your website — and you can do it repeatedly for the same article.

By now, you can understand how just one tips article can get you extensive exposure. But the best part is the knowledge you share acts as an online sales force that works 24 hours a day, 7 days week.

You can only imagine what happens when you duplicate this marketing strategy.

And these steps are just a small sample of what you can do with tips articles. You can also use them in your newsletters … autoresponder series (one of my personal favorites) … direct-mail campaigns … eBooks … podcasts … e-courses … brochures … press releases … webinars … teleseminars … and more.

I had this experience about two weeks ago while reading one of my favorite copywriting and marketing blogs — Copyblogger.

Last Thursday’s post from Sonia Simone offered several tips for newbie marketers, such as describe features, not benefits … address objections … and get prospects to act by asking them what they want.

These 3 tips were excellent reminders. But, in my opinion, their importance is minimal when compared to Sonia’s final piece of advice — a tip she borrowed from copywriting legend Gary Bencivenga.

Make your advertising too valuable to throw away.

When you apply this suggestion, there’s little chance your marketing efforts won’t improve. After all, these 8 words represent the ultimate barometer for testing any marketing piece.

Think about it …

Let’s say you’re writing a sales letter. You start with a blank document — a virtual piece of paper that’s worthless.

However, as you add words, the value increases based on the knowledge you share. The more you reveal, the greater the value.

In effect, you’re no different than an artist who starts with a blank canvas. Your words are the “paint” that determines what prospects are willing to pay for your product or service.

You have the power to create unlimited value for your prospects. So don’t hesitate to give away some of your best tips, tricks and techniques.

There’s a possibility you’ll get upset when you see the statements below. In fact, if you have difficulty taking criticism, then you may want to stop reading right now.

However, if you’re eager for insight that could dramatically increase responses on your marketing materials, then please continue.

Okay?

Here we go …

Regardless of the product or service you provide, your prospects do not want it. You may think they do. You may even think what you offer would benefit them … but you’re wrong.

What’s more, you’re making a huge mistake if you’re specifically marketing your product or service right now.

Yes, I know this sounds senseless, especially from someone who preaches the importance of marketing during these challenging economic times. But the key to remember here is not the action of marketing, but rather what you’re marketing.

You see, prospects are only concerned with the end result your product or service provides — not the actual product or service.

Let me give you an example …

I guarantee few people want a pool in their backyards.

Pools are expensive and time-consuming to build … pricey to maintain … they take up a lot of space … and are dangerous for kids. Who wants these hassles?

What people want is the refreshment a pool offers on hot days … the beauty it adds to their landscape … the status it affords them … and the entertainment it provides for friends and family.

If a bucket of water offered an identical experience, most people would settle for that.

Unfortunately, you rarely see pool companies promote the end result in their marketing materials. Instead, they usually show pictures of vacant pools, so prospects are left to create their own conclusions (which is always a risky move).

If you provide legal services, are you limiting the appeal of your promotional pieces by telling prospects about your courtroom experience … your expert legal team … your awards … your peer ratings … or your “principles of excellence”?

Sure, there’s a place for this information. But as the primary focus of your marketing materials, these self-serving features do little to help your prospects imagine a change in their situations after using your services.

Remember, our minds are programmed for pictures, so you must use your text to create a positive visual experience for your prospects.

Maybe you bought a new flat-screen TV … a custom-tailored suit … or possibly the latest iPhone.

Initially, you probably had some concerns.

What if your cables at home weren’t compatible with your new TV? What if you changed your mind about the look of your suit the first day you wore it to work? What if you couldn’t get a signal in your neighborhood with your upgraded iPhone?

Questions and uncertainty are common prior to any purchase because risk is involved — these are natural feelings.

What’s important to understand is your prospects have similar thoughts when deciding whether to buy your product or service. They don’t want to risk making a bad decision, getting ripped off or being dissatisfied.

Fortunately, you can often eliminate this uncertainty by adding one item to your marketing materials.

A guarantee.

With a guarantee, you remove risk and build trust with your prospects. You also gain a competitive advantage by calling attention to your focus on quality.

Let me explain …

One of my most valuable learning tools is my iPod Shuffle. Almost every day I use it during my morning runs so I can listen to copywriting- and marketing-related interviews/podcasts.

About 3 weeks ago, my iPod died — it wouldn’t turn on or charge up.

Since the manufacturer’s warranty expired 6 months ago, I called American Express to inquire about their Extended Warranty program, which guarantees an additional year of coverage on purchases made with their card.

When I found out my iPod was covered, I filed a claim and — within a week — American Express added $100 to my account so I could buy another iPod.

Do you think I’ll now make more purchases with my American Express card?

Of course.

Am I likely to tell people about this experience and give American Express free word-of-mouth exposure?

You bet I am.

One of the biggest misconceptions about guarantees is they must include a money-back option, but that’s not always necessary.

If someone isn’t satisfied, you could always offer to fix a problem within a certain time period … correct a situation immediately … give replacement products/services … provide access to a person in management … or allow for a free trial period.

And here’s one more thought to consider: What happens now when a customer is disappointed with your product or service?

In most cases, you attempt to fix the problem, right? You certainly don’t ignore it.

Well, maybe it’s time you make this information known. Communicate your confidence in your product or service by writing your guarantee today.

A false assumption often prevents it.

Unfortunately, there’s a common belief among the business community that people won’t read a lot of copy.

I agree …

But my reason has little to do with reading habits.

My goal when writing marketing materials is to pull in prospects — not people — to read the copy.

And there’s a big difference between the two.

Prospects are already interested in what you offer (most people could care less) and will read as long as they feel there’s a reason to keep going. That’s why it’s crucial your copy talks directly to prospects and includes the big benefits they desire.

Prospects also want as much information as possible before responding to your call to action. If you don’t address their problems or concerns, then you lost your chance at developing a relationship … and, ultimately, a sale.

So go ahead and let your competition continue believing long copy doesn’t work. You’ll take the sales they miss because you communicate more.

Check out this excerpt from Chapter 2 of Claude Hopkins‘ book “Scientific Advertising” (written in 1923). The findings from his meticulous research on reader response in advertisements are still referenced today.

“Some say, ‘Be very brief. People will read but little.’ Would you say that to a salesman? With the prospect standing before him, would you confine him to any certain number of words? That would be an unthinkable handicap.

So in advertising. The only readers we get are people whom our subject interests. No one reads ads for amusement, long or short. Consider them as prospects, standing before you, seeking for information. Give them enough to get action.”

For instance, I’ve been searching the Internet for treadmills because I’m fascinated with the idea of creating a treadmill desk. As you can imagine, there are no lack of retailers selling treadmills online.

One company claims it’s the “#1 Seller of Quality Fitness Equipment on the Internet.” Another one declares, “We are the LEADING distributor in the fitness industry.” Yet another boasts as having the “#1 Rated Treadmill.”

The similarity these companies’ sites share is none of them include evidence backing their statements. If you’re truly a top seller, industry leader or retailer of the best-rated product, wouldn’t you include some proof?

With so many companies making comparable claims, we’ve almost become immune to their ridiculousness.

Without evidence, inflated claims are just empty words that fill space in your marketing materials. Worse yet, they leave you open to criticism, while increasing the risk of losing trust with your prospects.

When you make one debatable declaration, readers will question the validity of other statements in your marketing materials.

You don’t have to work hard to find examples of inflated claims. Many common marketing terms are easy indicators.

Leading-edge … industry-leading … fastest-growing … world-class … value-added …

These examples of overused corporate babble might sound effective, but not one word is believable without proof.

Here are 8 ways to make any claim more credible:

• Statistics
• Testimonials
• Guarantees
• Success stories
• Before/after demonstrations
• Side-by-side comparisons
• References to research
• Third-party endorsements

Add them to your marketing materials today.

Maybe you looked for license plates from as many states as possible … searched for a name on an object that began with each letter of the alphabet … or slugged your sibling every time you saw a Volkswagen Beetle.

The last two weeks or so I’ve racked up many highway miles during our family’s mega Midwest vacation. All this time on the road has given me a chance to create new games - this time from the driver’s seat.

The latest one involves billboards.

What I do is read billboards and then try to determine what’s being promoted. When I find one that gets my attention, I take note because you can almost always adapt the content for a powerful, eyeball-grabbing headline.

It amazes me, however, how many times you can’t figure out a company’s product or service from the words used on its billboard. After all, like any advertising or marketing piece, you only have a split second to seize a prospect’s attention on a billboard.

Below are four billboard headlines that left me confused. Can you match each headline to the appropriate company (the answers are at the end of this article)?

1. Put Your Ducks in a Row

2. The Place to Go for Answers

3. Join Us Out Here

4. Screwed or Just Celebrating

A. Leinenkugel Brewing Company

B. Link Billboards

C. SeniorBrigade.com

D. DivorceNetwork.com

The importance of a headline in any marketing or advertising piece can’t be ignored because it’s the only information read by most of your audience. If you don’t communicate the biggest benefits of your product or service in your headlines, then there’s little chance they will see anything else in your promotional materials.

If you enjoy creative billboards, you’ll want to see some of these: http://www.toxel.com/inspiration/2009/01/05/clever-and-creative-billboard-advertising/. Although there isn’t a single word of text, it’s impossible to miss the big benefit on the Tide detergent billboards.

Headline Answers: 1. B 2. C 3. A 4. D

The tremendous response has led me to reveal another nugget of Cialdini wisdom.

This one focuses on social proof, a principle that essentially states we determine what is correct by watching others. Especially in uncertain situations, others’ actions often determine how we react.

Cialidini stressed, “The principle of social proof operates most powerfully when we are observing the behavior of people just like us.”

To prove this point, he described a study conducted by Columbia University psychologists.

Researchers placed several wallets containing cash and a check on the ground in places around midtown Manhattan. Also inside the wallets were contact information for the “owner” and a letter that made it clear the wallet was lost two other times.

The letter — written to the owner — indicated that the previous person who found the wallet intended to return it. In fact, it was evident to anyone who found the wallet this time that the previous founder lost the wallet himself on the way to the mailbox. After all, it was wrapped in an envelope addressed to the owner.

The researchers wanted to see how many people would follow the first finder’s actions and mail back the intact wallet.

The key to the study was the letters.

Some were written in standard English by what seemed like an average American. While others used broken English and were written by a finder who identified himself as a foreigner.

What resulted was a distinct difference in response. Only 33% of the wallets with letters written by the foreigner — or someone viewed as dissimilar — were mailed back. Conversely, 70% of the wallets with a letter written by the “American” were returned.

The results clearly confirm we mimic others’ actions, particularly when we view those individuals as being similar to us.

If you need additional evidence supporting the power of social proof, think back to the peer pressure you experienced growing up. It’s likely those early days set the foundation for some of your behavior today.

So what are some ways you can use social proof in your marketing materials?

The most obvious is testimonials. But as you now know, you can’t limit your testimonials to a vague phrase or two. You must provide detailed information so prospects can relate to your customers’ experiences.

Celebrity endorsements are another way to add social proof. And don’t worry about getting support for your product or service from a Hollywood hotshot — someone who is credible and recognizable to your prospects will do the trick.

Referencing awards and media coverage are two other ways to demonstrate social proof.

And, finally, ever noticed how QVC and Home Shopping Network always display how many items are sold? There’s a good reason you’re shown these figures — it’s social proof in action. The networks plaster the proof even more when customers call in to talk about the products they bought.

Social proof is truly a trigger that can pull in prospects and drive dollars to your business.

In fact, it involves adding only one word to your copy.

The technique is based on the principle that people seek reasons for taking action when you ask them to do something.

As Cialdini explained, Harvard social psychologist Ellen Langer demonstrated this fact when she went into a library and attempted to cut in front of several people lined up to use the copier.

During the first test, she used the following appeal: “Excuse me, I have five pages. May I use the Xerox machine because I’m in a rush?”

This request-plus-reason approach resulted in 94% of the people allowing her to skip ahead in line.

Next, she shortened her request and tested it on another set of people. “Excuse me, I have five pages. May I use the Xerox machine?” she said.

This time only 60% of the people complied.

At first glance, you might suspect the drop in response during the second test was due to the missing phrase “because I’m in a rush.”

But Langer made a third request that proved the entire phrase wasn’t the difference. Instead, the disparity was a result of a just one word — “because.”

“Excuse me, I have five pages. May I use the Xerox machine because I have to make some copies?” she said in her final appeal.

This request resulted in 93% of the people giving up their space in line.

Surprisingly, she experienced this high success rate even though she didn’t provide a motive or any extra information that would warrant anyone taking action. All she did was add the word “because” and restate the obvious.

So next time you want to pump up the persuasion in your copy, include the word “because.” This simple word acts as a trigger that not only tells your prospects why they should comply, but also increases the likelihood they will take action.