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.

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.

At any time, you’re competing against thousands of thoughts.

So how can you direct attention to your message?

The first thing you must remember is that people think in pictures. Your mind naturally converts words into visuals.

For example, when you read the word “prospect,” you immediately create a mental image of someone. That may be a current client, a person you’re trying to attract, or just an individual you remember for some reason.

You don’t visualize the actual letters P-R-O-S-P-E-C-T.

Since your prospects’ minds are already programmed for pictures, you must make sure their mental images portray a positive representation of your product or service.

One way to write your way into prospects’ minds is by using metaphors. With a metaphor, you compare two seemingly unrelated items and highlight a similarity.

Here’s an example of a metaphor (which could also be characterized as a simile) I recently read in a sales letter for a copywriting course by Ray Edwards:

Most websites are like a Western ghost town. You can practically see the tumbleweeds blowing down the empty streets.

I guarantee you have an image in your head right now. In most cases, you would never see the similarity between a website and a ghost town. But because they’re compared in this text, your mind creates a powerful and memorable picture.

Another way to tap into your prospects’ minds is through stories.

According to Chip and Dan Heath, the brothers behind “Make to Stick,” a book that examines the characteristics of memorable messages, one of the best ways to get people to act on your ideas is by telling stories.

“Hearing stories acts as a kind of mental flight simulator, preparing us to respond more quickly and effectively,” they wrote.

For ages, humans have used stories to relay information, share experiences and preserve history.

Below is an example of classic story used in one of the most profitable direct-mail letters of all time. The famed Wall Street Journal letter is responsible for producing an estimated $1 billion in revenue.

Dear Reader:

On a beautiful late spring afternoon, twenty-five years ago, two young men graduated from the same college. They were very much alike, these two young men. Both had been better than average students, both were personable and both - as young college graduates are - were filled with ambitious dreams for the future.

Recently, these men returned to their college for their 25^th reunion.

They were still very much alike. Both were happily married. Both had three children. And both, it turned out, had gone to work for the same Midwestern manufacturing company after graduation, and were still there.

But there was a difference. One of the men was manager of a small department of that company. The other was its president.

Now, if I asked you to recite the above tale after only one reading, there’s a good chance you could do it without missing any major details.

However, imagine if that text was the typical corporate speak you often see as the primary focus in marketing pieces:

We’ve been in business for 35 years as an industry leader representing hundreds of clients in major cities throughout the Midwest. We believe quality legal representation is essential for a successful business. That’s why we strive to provide the best legal representation at a reasonable and fair cost to our clients. We are proud of the high legal and ethical standards that have been established by our firm and the tradition of excellence which we work to maintain.

You have to admit, repeating this word mess after only one read is nearly impossible.

Why put your prospects through such trouble?

As a result, they seek information.

Many people go to the Internet in search of solutions. Some go back to school. Others turn to family and friends.

So how can you be the source for information your prospects crave?

Simple.

Focus your marketing copy on solutions instead of sales.

If you’re blatant in your attempts to persuade, you’ll meet resistance. But when you present educational information, you break barriers.

One of the easiest ways to convey solutions in your marketing copy is by using the following two words: “how to.”

The words “how to” promise a solution to a problem. The key is following these words with a big benefit that addresses your prospects’ greatest concerns. Of course, you then need to deliver quality content.

Think of your marketing piece as your opportunity to tell a story no one else is telling.

Recently, I analyzed all the e-mails I sent to my newsletter list in 2008 (you can sign up at http://www.writewaysolutions.com). My goal was to find out what subject lines created the highest open rates.

While industry average for e-mail open rates hovers around 30%, many of my “how to” e-mails doubled or even tripled that figure.

• How to Use Branding to Capture Prospects and Create Customers - 100%
• How to Maintain a Strong Mindset in a Weak Economy - 73.1%
• How to Write ‘Easy Reading’ Ads Your Prospects Will Remember - 65.3%
• How to Quickly Implement a Proven Marketing System - 65.2%

An added bonus of providing “how to” information is that prospects are more likely to keep your content. Furthermore, you increase your chances of them sharing your information with friends and family.

Click to listen to Click for Clients Radio

Today I was a guest on Click for Clients Radio with Andy Renk and John Ward.

You likely know Andy because of the previous interviews we did about creating effective websites and blogs. There’s no question Andy knows his stuff, having built a $12 million online business in just three years.

A faculty member for Trump University, Jon has worked personally with Donald Trump, Robert Kiyosaki, John Assaraf and T. Harv Eker. The nationally acclaimed expert on online branding is also the creator of the Marketing Action Program.

During the show, we discussed why some businesses thrive with their marketing efforts and others struggle to survive. In addition to giving several tips for creating an irresistible marketing message, Andy revealed some of his latest and greatest marketing tools.

Click here to listen and download the Growing Despite an Economic Downturn interview here.

Lisa is the founder and owner of Brain Lab, a business branding consultancy specializing in helping entrepreneur-led businesses define and implement a clear, concise brand — both internally and externally. Lisa’s ability to execute creative that is “out of the box” and produces results for clients has garnered awards in both print and broadcast mediums.

As a creative lead, she’s worked on several high-profile accounts, including Gemstone Hotels & Resorts, Cielo Phoenix, San Luis Obispo Visitors & Conference Bureau, Shamrock Foods, the Girl Scouts, Kentucky Fried Chicken, Public Service Company of New Mexico, Salt River Project and New Mexico State Tourism.

During this 40-minute interview, you’ll discover how to use branding to capture prospects and create customers, as well as …

- 3 questions you must answer without any doubt before you begin branding yourself or your company.

- A common mistake that can cause you to retract and restart your branding strategy — regardless of how long you’ve been in business.

- Why improper use of creativity can damage your brand beyond repair.

- 3 essential items that will instantly legitimize your company’s brand with your prospects and customers.

- What a German SUV has to do with helping you develop an effective branding strategy.

- A low-cost online resource that could put you on a fast-track to building a brand people recognize and remember.

- 9 simple questions to help you determine if you can begin including sustainability as part of your brand ID.

- And much more.

Get this exclusive interview by clicking or downloading the following MP3 link: http://www.writewaysolutions.com/mp3/brandinterviewweb.mp3

You can also read the transcript here: http://www.writewaysolutions.com/pdf/branding_ebook.pdf

The answer to this question plays a significant role in the effectiveness of your marketing message.

While features are facts, benefits explain why facts are important. It’s these benefits that target your prospects’ emotions – a key factor in selling situations.

People buy for emotional reasons first. Then they look for facts to validate the purchase.

When you only use features in your marketing materials, you ignore the real reasons why your prospects need your product or service.

An easy way to write response-boosting benefits is to follow your features with the words “so that.” You can physically write these words or just say them mentally.

Here’s a basic example: Let’s say you’re promoting a computer monitor with a 19-inch screen.

Your primary feature (or fact) is the 19-inch screen. With a little research, you can quickly create benefits, especially when you understand your prospects’ needs.

Maybe studies show a 19-inch screen is the optimal size for reducing eye strain. One benefit might be …

The computer monitor screen is 19 inches … so that … you can reduce eye strain by up to 57%.

But why stop with just one benefit? You’ll discover even more powerful benefits when you use “so that” multiple times.

… you can reduce eye strain by up to 57% … so that … you can diminish the times you experience blurred vision, neck pain and fatigue… so that … you can work more comfortably … so that … you can complete more projects in the same amount of time …

A description only touting a computer monitor’s screen size does little to target a prospect’s emotions. However, once benefits are added to the copy, prospects learn why they are better off purchasing the product.

Below is an example of a benefit-oriented sentence pulled from a Sleep Number advertisement I recently saw online.

The feature is the “Outlast® Adaptive Comfort® material.” The material’s benefit (or the “so that”) is that it warms and cools “to keep you comfortable through the night.”

Here are more examples from an advertisement for Amazon’s new Kindle wireless reading device:

• Revolutionary electronic-paper display (feature) provides a sharp, high-resolution screen that looks and reads like real paper (benefit).

• Wireless connectivity (feature) enables you to shop the Kindle Store directly from your Kindle – whether you’re in the back of a taxi, at the airport, or in bed (benefit).

• Unlike WiFi, Kindle utilizes the same high-speed data network (EVDO) as advanced cell phones (feature) – so you never have to locate a hotspot (benefit).

• Email your Word documents and pictures (.JPG, .GIF, .BMP, .PNG) to Kindle (feature) for easy, on-the-go viewing (benefit).

• No monthly wireless bills, service plans, or commitments – we take care of the wireless delivery (feature) so you can simply click, buy, and read (benefit).

Give the “so that” technique a try the next time you need to transform your facts from features to response-boosting benefits. This simple shortcut is certain to increase your prospects’ interest while generating more sales.