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.

If you use your website to attract prospects, then the following figures will likely surprise you …

This year, eMarketer estimates that 66.7% of U.S. Internet users — or 147.5 million people — are watching video online each month. By 2014, that figure is forecast to rise to 77% of Internet users, or 193.1 million people.

Obviously, any business not using video as part of an online marketing strategy is missing major opportunities.

Most clients and prospects I talk to recognize the importance of using video online. But few know how to get started. So I’ll share with you the simple, low-cost strategy I use to expand the reach of my marketing message through video.

The foundation for my videos begins with a weekly article that targets my prospects’ needs and desires. Once written, the article is posted on my blog, distributed to my lists (which are generated using numerous web forms/e-mail autoresponders), announced on several social media platforms and distributed online. These steps alone result in tremendous exposure.

Next, the article becomes a script. I set up a video camera on a tripod and then present the information as if I was in front of an audience. Sometimes I even tape the article to the camera so I can reference it while recording.

Until recently, the camera I used was the Flip Ultra. I just bought a Kodak Zi8 because it’s the only “pocket” camcorder with an external microphone jack, which results in better sound quality. The benefit of pocket camcorders is you can plug them directly into your computer and upload your video without any hassle.

Once your video is on your computer, use TubeMogul to distribute it to several online video sites at once, including YouTube, Dailymotion and Blip.tv (TubeMogul is free). Keep your videos short — about 2-4 minutes — and incorporate keywords your prospects search into your video title, description and tags.

Also, don’t forget to include your website at the beginning of your description and include the “http://” to ensure the link is active.

Of course, if you use videos (and articles) to drive prospects to your website, then you must have a lead-capture form on your home page. Expanding your marketing message online is pointless unless you have a way to capture your prospects’ information.

If you need a complete hands-off way to incorporate this strategy, consider my article-a-month service. You get a keyword-rich article targeting your prospects’ needs (written by me) that you can post on your website (to keep your content fresh), distribute to your clients and send to the media as a press release. I also give you a web form for your website (so you can build your targeted prospect list), set up your e-mail autoresponder, maintain your list and distribute each article online for you.

Designed for anyone who needs a multi-step marketing strategy that continually reaches new prospects and requires minimal effort, the service is only $250 a month. Reply back to this e-mail today and we’ll reserve time to discuss how to apply this approach to your business.

For those who are more hands-on, you’ll find step-by-step details of this strategy in my easy e-mail training program at http://www.tomtrush.com/easyemailtraining. (This private link is only available for subscribers because it includes a discount and free consultation with me.)

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.

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. ***

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.