What makes this tool so valuable is it allows you to discover specific information your prospects search for online. With this knowledge and some strategic positioning, you can drive traffic to your websites, articles, blogs, press releases, videos and other types of marketing pieces.

And here’s the kicker: The data used to generate this information is compiled by Google’s engineering hotshots.

Few people are aware of this tool because it was originally kept a secret — the search engine giant only made it available to select users.

But you can get access right now without spending a single cent. I show you how in this quick video:

You might be surprised to know this skill is obtainable. In fact, triggering a buying trace with your written words isn’t as complicated as you might think.

Success comes down to your ability to attract targeted prospects. Because once you have these people’s interest, you can shape their mental imagery and lead them down a path to your desired outcome.

Unfortunately, you face a dominant obstacle — the mind’s natural defense mechanism.

You see, your mind doesn’t welcome change. As a result, instant rejection is much more common than acceptance. This decision process occurs instantly and often without conscious control.

The moment your marketing message contains an idea your prospects’ minds can’t accept, any thought of making a purchase is rejected and your opportunity is lost forever. But when you can switch off the brain’s critical component, you give your marketing message a fighting chance of getting evaluated.

One way to temporarily disable your prospects’ inner critic is by calling attention to specific problems. After all, problems are “messages” your mind can relate to because you’re actively thinking about them.

Here’s an example …

When promoting my new special report, Marketing Materials Made Easy: 8 Secrets for Attracting Attention, Creating Customers and Building Your Business, I target certain prospects with the following phrase:

For business owners and professionals fed up by the lack of leads generated by their company’s marketing materials — and can’t figure out what’s wrong …

Notice how I don’t just target “business owners” or “professionals.” What good would it do me to pursue such a general group?

Instead, I want business owners and professionals who are concerned about their marketing materials … frustrated because their promotional efforts are failing … and confused about what can be done to generate leads. Once I have the attention of these targeted prospects, I can then pile on the reasons for needing my special report.

You can use this same approach in any industry.

Let’s say you’re a criminal defense lawyer in Chicago. Here’s a possible statement:

For Chicago residents accused of a violent crime who feel overwhelmed with decisions, confused about legal options and scared about their future — and can’t figure out where to turn for honest advice …

Pretty simple strategy, isn’t it?

On Tuesday, June 1, I’m almost certain my attendance “record” will fall, as Internet marketing experts Andy Renk and Jon Ward present “How to Get More Customers with Local Online Marketing.”

Andy is a multimillion-dollar success story, having propelled an online audio/visual hardware retailer from $0 to $12 million in sales in just three years. A faculty member for Trump University and nationally acclaimed expert on online branding, Jon has worked with business leaders such as Donald Trump, Robert Kiyosaki, John Assaraf and T. Harv Eker.

Reserve your seat for FREE today at http://www.clickforclients.com/smcc. (If you can’t make it to Phoenix, be sure to see the bottom of this post.)

If you target local consumers, you need an effective online presence because nearly all consumers use online media for shopping decisions. According to BIA/Kelsey and ConStat’s new “User View Wave VII” report, 97% of consumers research products and services online. And of these Internet users, a whopping 90% use search engines first when researching nearby businesses.

So what are you currently doing online to attract customers from your local market?

During Andy and Jon’s FREE 60-minute workshop, you’ll discover how any business can profit online, as well as …

• The 5 essential ingredients of a profitable Web Marketing System. (Plug these basic components together and watch the dollars flow into your business.)

• How to use high-impact video and audio e-mail — and average at least $45 for every marketing dollar you spend.

• The hidden secrets of the Psychological Persuasion Triggers (PPTs) developed by an ASU professor that drive your best website visitors down your sales path.

• The astonishing power of marketing to your prospect’s iPhone, BlackBerry or other “smart phone” — and why this strategy could be more profitable than using e-mail.

• A new Google search technique that puts your business in front of your industry’s most eager online prospects. (Nearly 99.9% of all small businesses with a website overlook this strategy that could alone be worth thousands in new sales).

• How harnessing the Internet’s search capabilities can multiply your return on investment from print, direct mail and telemarketing.

• 4 surprisingly simple, zero-cost ways to legally “spy” on your competitors. (Wait until you see how you can you these techniques to secretly reveal your competition’s marketing efforts.)

• And much more, including answers to your questions.

The “Lunch and Learn” workshop on June 1 starts at 11:30 a.m. MST at South Mountain Community College (Room SU100A). Registration and complete details are available at http://www.clickforclients.com/smcc.

Grab your seat today and invite a friend!

If you can’t make it to Phoenix for the workshop, don’t worry … you can still see “How to Get More Customers with Local Online Marketing.” Andy and Jon are planning to stream this workshop live on the Internet. Resister today and you’ll receive your link to watch online right before the event: http://www.clickforclients.com/smcc.

So many advertisers focus their marketing messages on their own goals as opposed to the goals of the customer. Why is this? How can someone avoid this mistake?

Since I often address this common communication error in my articles, I sent a reply to the media contact who submitted the inquiry. My answer is posted below.

There are two primary reasons why advertisers focus their marketing efforts on their own goals as opposed to the goals of their customers:

It’s easy … and it’s familiar.

Trying to figure out what your target audience wants is a big challenge that takes time. But determining what you (as the advertiser) want is simple. As a result, the focus on far too many companies’ advertising and marketing materials is on making a sale, instead of developing a relationship, building trust, establishing credibility, etc.

Worse yet is when advertisers copy their competition. I recently tackled this issue in a blog post titled, “What’s the Purpose of Your Marketing?”

The easiest way to avoid these mistakes is by educating your prospects. Also, the information in your marketing piece or ad should be so valuable that prospects can’t ignore or throw it away. When you apply this suggestion, there’s little chance your advertising/marketing efforts won’t improve.

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.

When you consider thousands of messages contend for your prospects’ attention each day, you can understand why communication focused on a company’s goals is so easy to ignore. After all, why would prospects care about your objectives when they want to achieve their own?

Another major issue with self-centered copy is it doesn’t offer prospects an emotional tie-in because the topic isn’t relevant to their needs. This problem is especially critical when you understand all buying decisions are based on emotions. So it stands to reason the likelihood of getting a sale with your ad or marketing piece is minimal if your text doesn’t have an emotional appeal.

These days, getting your prospects’ attention requires presenting information that’s relevant, useful and immediate. The most effective communication targets your prospects’ needs and desires - and is delivered in a way that requires them to put forth as little effort as possible.

Remember, you don’t have the luxury of time. Your prospects are so besieged by messages that your communication must cut through the clutter and offer something more compelling than your competition.

Here’s a video where I explain two methods you can use to cut through the clutter and write your way into prospects’ minds: http://www.youtube.com/watch?v=h6NMZ0lU6DQ.

In fact, you may want to print and post the following tips near your computer so you can review them next time you write copy for a website, advertisement, sales page, brochure, letter, special report, newsletter, flyer or any other marketing material for your business.

When you use the following checklist, you don’t need to be a strong writer to create marketing materials that generate leads.

1.    Do you have a headline? Immediately grab your prospects’ attention by addressing their needs and making your product or service’s big benefit impossible to ignore.

2.    Have you provided prospects with a reason to continue reading? Incorporate curiosity and demonstrate an understanding of your prospects’ problems, feelings and desires.

3.    Do you have an emotional appeal? All buying decisions are driven by emotions and justified with logic.

4.    Are your claims supported with proof? You must satisfy those inner critics mingling in your prospects’ minds.

5.    Have you educated your prospects? Make the information you share in your marketing piece so valuable that prospects can’t throw it away.

6.    Is your company name prominently featured (it shouldn’t be)? Your company name is irrelevant to your prospects when compared to the end result your product or service provides.

7.    Have you established yourself as the expert? Reference articles, awards, books, case studies or media coverage to help demonstrate your position as an industry authority.

8.    Is your unique selling point incorporated? If you don’t explain why you’re different than your competition, then your marketing message becomes as noticeable as a whisper in a crowded bar.

9.    Do you have testimonials? Anything you say about your product or service is never as powerful as your customers’ comments.

10.    Are long paragraphs broken up? Lengthy blocks of text are easier to comprehend when divided into 1- to 3-sentence chunks and topped with benefit-laden subheads.

11.    Are your facts specific? A statement such as “14,154 traffic tickets dismissed since 2002” is more believable than “thousands of traffic tickets dismissed during the last few years.”

12.    Who does your text speak to? Your copy should read as if you’re having a one-on-one conversation with a friend (i.e., involve your prospects and use easy-to-understand words with short sentences).

13.    Have you made it easy to capture your prospects’ information? Your prospects will instantly qualify themselves when you offer them an opportunity to exchange their e-mail or mailing addresses for free information.

14.    How many times do you use “you”? The words “you” and “your” should appear at least three times as much in your copy as “we,” “our” and your company name.

15.    Does your text portray enthusiasm about your product or service? You can’t expect prospects to want your product or service if you’re not excited about it.

16.    Do you have a call to action? Tell your readers exactly what you want them to do next — or risk them doing nothing.

17.    Is it simple for your prospect to act on your offer? As you add more steps, you decrease the likelihood of getting your desired response.

18.    Do you have a deadline? The longer you allow people to wait, the less likely they will take action — so provide compelling reasons to act now.

19.    “What’s in it for me?” Your prospects want to know, so frequently tell them by building on the big benefit stated in your headline.

20.    Have you reversed your prospects’ risk of taking action? A guarantee or free trial demonstrates to prospects your confidence in your product or service.

21.    Did you address every common question prospects might have about your offer? Your prospects will reward you with action when you acknowledge their resistance.

One type of marketing material I’ve mentioned several times in recent articles is special reports. If you’d like to see how I re-packaged some of my recent articles to create a 21-page special report, check out http://www.marketingmaterialsmadeeasy.com.

That’s exciting because it shows me people are anxious to take action on this simple strategy. (If you missed Tuesday’s post, you can view it here.

In addition to addressing questions, I’m about to give you several insider secrets on how to write and use your special reports to get more customers.

First, don’t over-think the writing process — just provide useful ideas about your product or service as if you were talking to a customer face-to-face. Ask yourself, “What information would my ideal prospect find helpful when considering my product/service?”

For example, let’s say you sell office furniture. You might title your report “7 Critical Mistakes to Avoid When Buying Office Furniture.” You could then explain why you shouldn’t buy without first having a master plan … why basing your purchase on price could come back to haunt you … or why focusing too much on style instead of function could decrease employee productivity.

Get the idea?

If you don’t feel comfortable writing, record your tips and then have them transcribed. Of course, you can also call me. I’ll ask you questions and write your special report (and get everything set up for your website) based on the responses you gave over the phone.

The key to your special report’s success is value. Give information so valuable your prospects would gladly pay you for it.

Once your report is ready, the easiest way to make it available on your website is a service such as AWeber. You can use AWeber to create your web form, collect/store e-mail addresses and deliver your report the instant your prospects request it.

If you’re concerned about cluttering up your website’s design, consider a lightbox. This type of web form allows you to display an opt-in box separate from your actual website. (For an example of how a lightbox works, click the link at the bottom of this e-mail to see one on my blog.)

In addition to offering the special report on your website and other targeted areas online, don’t forget about your offline options. Mailers, advertisements and even your business card are great places to promote your special report.

A small classified ad for your special report might read something like:

———

WARNING … Need New Office Furniture?

Get these facts before you open another catalog

or walk into one more showroom. Your FREE

report, 7 Critical  Mistakes to Avoid When

Buying Office Furniture, is available now at

http://www.freeofficefurniturereport.com.

———

Notice how there’s no mention of a company name or a sales pitch. Instead, you’re offering education — and qualifying your prospects.

Another easy and cost-effective idea is to distribute your special report as a flyer. Basically, you can print your special report on the front and back of a single sheet of paper and distribute it to targeted prospects at homes or businesses. You can also use the flyer as a handout at events where you’re in contact with prospects.

I’m using the “flyer” strategy right now. One of my special reports is currently being delivered to 1,000 targeted business owners here in Phoenix. My total cost for printing and delivery was $147.

Do some searching and you’re certain to find a flyer delivery company in your area. You can even cut your costs completely by printing and delivering your special report yourself.

A few other tips for your special reports:

• Include testimonials. Anything you say about your product/service is never as powerful as your customers’ comments.

• Weave in stories. Explain how people have successfully used your product/service.

• Don’t forget a call to action. Tell your prospects exactly what you want them to do after reading your special report.

• Encourage sharing. Prospects will give your special report to other people, especially if you include a sentence telling them to do so.

Keep your questions coming! I can promise you special reports offer the easiest way — in any industry — to establish your position as an expert, separate yourself from the competition, and eliminate price shoppers.

According to their new “User View Wave VII” report, nearly all consumers use online media for shopping decisions. More specifically, 97% of consumers research products and services online. And of these Internet users, a whopping 90% use search engines first when researching nearby businesses.

If you target local consumers, these figures prove the importance of having an effective online presence. But they also bring up a crucial question …

What are you currently doing on your website to target your local market?

If you’re serious about attracting a local audience online, then your website must make it easy for your prospects to find you using search engines such as Google.

That means having keywords your prospects use in search engines incorporated into your website’s content. These keywords must be in your title tags (the area displayed in the blue bar at the top of your browser), your headers (the larger text that breaks up your content and explains the big benefit of doing business with you) and your anchor text (clickable content that links to other pages on your site).

Keywords in your URL will also help your cause.

If you need help determining which keywords people use to find businesses like yours, try Google AdWords’ Keyword Tool.

And don’t forget about building your incoming links. You want as many relevant and reputable websites as possible linking to your online home. This will help drive traffic to your website and give you virtual “votes” from Google.

Article marketing using EzineArticles.com is one way to start building your backlinks.

Once your website begins getting local search engine traffic, the absolute easiest way to collect targeted prospects (and I will write this advice until my fingers can no longer type on a keyword) is to give away a special report/guide and saturate it with valuable content. Of course, you want to collect any prospect’s e-mail address before you deliver your free report/guide.

This simple step allows you to begin creating your own list of targeted prospects. Because here’s the honest truth:

Unless your website is building your customer list right now, it’s totally useless to you as a marketing tool.

The above statement might sound harsh, but I promise you it’s the truth.

Of course, you may not know what to include in your free report to attract prospects. If that’s the case, here are two easy topics:

(Insert Number) Critical Mistakes to Avoid When Buying (Your Product or Service)

(Insert Number) Critical Questions to Ask When Hiring (Your Type of Company)

All you have to do is reveal the mistakes or question your prospects need to know when shopping for your product or service. Of course, your information can tie right into your company’s strengths.

The added bonus is you instantly become an industry expert — regardless of how long you’ve been in business. As well, you now have a lead-generating marketing piece you can promote online and offline.

If you’ve read this far, then you know these prospect-gathering tips will make a major difference in the number of leads you collect off your website. The only mistake you can make now is waiting to incorporate them.

• 4 online resources you can use to uncover your prospects’ strongest desires about your product or service — and how these discoveries can help you quickly write irresistible copy.

• An often-ignored persuasion trick you can use on complete strangers to convince them to surrender their e-mail addresses so you can send them messages that promote your products or services.

• A surprisingly simple, low-cost way to capture buying customers fast using any website (beginning today) … even if it’s not attracting a lot of traffic.

• The 2 most powerful words you can use in your marketing copy during a recession. (You’re making a major mistake if you think “free” is one of the words.)

• How you can use e-mail to average at least $45 for every marketing dollar you spend.

• And much more, including answers to your questions.

DATE: Saturday, Feb. 27, from 10 - 11:30 a.m.

LOCATION: Burton Barr Central Library, Pulliam Auditorium (1^st Floor), 1221 N. Central Ave., Phoenix

Reserve your spot today at http://www.tomtrush.com.

*** All registered attendees will receive Tom’s newest audio program, The Anatomy of a Profitable E-mail Campaign: How to Quickly Write Irresistible Marketing Messages. ***

The direct response and infomercial industry is a growing $150 billion market. If you watch television, you’ve likely been lured in by a late-night pitch for something you never wanted but now can’t imagine living without.

Although several persuasive elements make infomercials effective, there’s one selling secret that puts these promotional pieces in a league of their own when it comes to capturing eyeballs.

Demonstrations.

What makes demonstrations so powerful is they allow your prospects to experience your product or service before buying it.

When you watch infomercials, many times your mind will place you in the middle of the scene. You’ll instinctively create a mental movie that mimics the behavior of the people you’re observing. (For the reason why, see my explanation about mirror neurons.)

And, because you’re carrying out the actions (in your mind) and coming to conclusions yourself, any credible claim in the infomercial becomes more believable.

When it comes to marketing your business, products are naturally easier to demonstrate than services because you can physically see them. You can demonstrate in videos, display capabilities in illustrations or simply show your product in pictures.

But don’t think you’re out of luck if your business is based on a service offering. You can still draw on the strength of demonstrations.

In fact, you have greater freedom because you become the artist of your prospects’ mental masterpiece. Through the words you write, you can help them envision your service in action by describing desired end results.

In effect, you give your prospects a glimpse into the future.

Begin by brainstorming ways your service improves their lives. And, keep in mind, prospects never want a product or service — they only desire the benefits it provides.

One of the most persuasive terms you can use in copywriting is “imagine.” Readers automatically visualize whatever words you place after this almost magical command statement.

For example, let’s say you’re a lawyer and you target drivers who recently received a traffic ticket. Here’s an “imagine” statement that incorporates end results:

Imagine how you’d feel if your ticket was dismissed without having a permanent conviction on your driving record, getting points on your license or increasing your insurance rates … and you could experience these benefits without stepping foot step inside a courtroom or even a lawyer’s office.

If you just received a ticket, isn’t that the outcome you’d desire?

Although there’s no actual mention of providing legal help, the statement demonstrates your capabilities while also allowing prospects to experience your service before buying it.

Don’t worry, though. There’s still time to get your front-row seat because the show is ongoing — and you don’t even have to pay admission.

Just head over to Amazon.com and create a free account. That way you can get an up-close look at how an online marketing machine is crushing the competition this shopping season.

According to Experian Hitwise, Amazon.com was the most visited retail website on Black Friday (for the second year in a row), with 13.55% of top retail traffic in the United States. The only other company with comparable numbers was Wal-Mart, with 11.18% of top retail traffic.

Even if you don’t run a retail operation, you can learn a lot from watching Amazon.com’s approach for pulling in prospects and creating customers. From the copy and design to the buy buttons and ordering process, Amazon.com is a finely tuned promotional vehicle.

Although I’m a long-time customer, I only recently started paying attention to how effectively Amazon.com’s marketing team uses “weapons of influence” — a term coined by renowned social psychologist Robert Cialdini to describe the psychological principles that influence our tendencies to comply with a request.

I’ve mentioned Cialdini several times in previous articles because of his outstanding insight into human behavior. If you want a thorough analysis of his “weapons” and how you can use them in your marketing efforts, then I urge you to grab a copy of his best-seller, Influence: The Psychology of Persuasion.

Below is a brief explanation of Cialdini’s six psychological principles. When you apply these to your marketing efforts, you can shorten the time it takes your prospects to say “yes” to your offers.

Weapon #1: Reciprocation. We try to repay, in kind, what another person has provided us. So focus on delivering value to your prospects before worrying about pitching your product or service.

Weapon #2: Commitment and Consistency. When we commit — orally or in writing — to an idea or goal, we are more likely to keep that commitment. So encourage your prospects to communicate with you and get involved with your marketing efforts.

Weapon #3: Social Proof. We often act in a similar manner to people we view as being like us. So make sure your prospects see what your customers say about your product or service.

Weapon #4: Liking. We’re easily persuaded by people we like. So let your personality come out in your marketing materials.

Weapon #5: Authority. We obey people we view as having authority, even when they perform questionable acts. So show your prospects why you’re a credible source who can be trusted.

Weapon #6: Scarcity. We view opportunities as being more valuable when their availability is limited. So give your prospects legitimate reasons to respond to your offers quickly.