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.

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.

He proposed working without a salary and promised to never call in sick or demand a raise.

Since hiring him, he’s never even asked for a vacation day. Instead, he puts in time on nights, weekends and even holidays.

With the long hours and limited perks, you’d think his work might suffer. But the results have been nothing less than extraordinary — I couldn’t run my business without him.

Thanks to his ability to reach prospects worldwide, he’s been responsible for bringing in roughly 80% of my projects.

You may think my employee sounds a little too good to be true, but I promise you he’s real … and he’s even available to work for you.

I have to admit, though, he isn’t a physical person.

The salesman on my staff is an autoresponder.

If you’re not familiar with the term, an autoresponder is a program that automatically delivers information via e-mail. A comparable utility is the “vacation” message you set when you’re away from the office for extended periods of time.

In my case, I have lead-capture forms set up on several sites designed to instantly deliver marketing-related information — such as this article — to prospects who request it. Of course, the “fee” for this information is each prospect’s e-mail address.

After the initial contact, additional educational content is sent through pre-programmed e-mails set up in my autoresponder. As a result, my marketing message spreads to new people ever day, although I’m not making phone calls, sitting in meetings or spending money on advertising.

That’s why I believe an autoresponder is the most powerful tool you can use to automate the marketing process for your business. As long as you have a website, your autoreponders can help you pull in prospects 24 hours a day, 7 days a week.

Here are 2 quick videos I recently recorded detailing how you can use autoresponders in your business:

What is an Autoresponder and How Does it Work

How to Write Autoresponders for Your E-mail Campaigns

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.

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?

Third-party endorsements are extremely powerful because prospects want to see you’ve resolved situations similar to theirs.

Unfortunately, many testimonials in marketing materials have little pulling power because they lack details.

For example, I recently shopped online for a new podcast microphone. After a brief search, I saw one that matched my style and price range.

So I clicked the product link and began looking for information that addressed my two concerns. First, I wanted a microphone that didn’t require additional equipment. I also wanted to make sure my new microphone would remove the “airy” sound you sometimes hear in poor-quality audio.

I found the answer to my first problem. For the second one, however, I was left to make a decision based on the following testimonial:

“X Company has always treated me excellent. Super fast and free shipping on nearly everything I have purchased! Bravo.” - customer on February 7, 2009

There are several problems with this “customer” comment. First, it’s anonymous, which makes me wonder if the statement is real.

Also, the testimonial doesn’t describe how X Company resolved a problem. Instead, the focus is on good customer service (which is assumed) and shipping (which is a minor detail that was mentioned in the order section).

The most effective testimonials use the before/after format to explain a situation.

Before: What problem did your client have before using your product/service?

After: How did the situation change after using your product/service?

Electronic marketing expert Alex Mandossian takes his testimonials a step further by adding another “after” to explain what the client’s life is like today. This additional detail gives his testimonials even greater impact.

For years, diet companies have used the before/after testimonial format with great success. Many times photos are added to provide proof and increase credibility.

Sure, these days you may question the validity of the images in diet promotions, but that’s because the industry is plagued by scams. This likely isn’t a problem in your business, so use client photos when you can with your testimonials.

Additional testimonial tips:

• When displaying your testimonials, use an especially powerful comment as a header. You’ll draw attention to the testimonial and make it easy for readers who scan marketing materials.

• Rarely are testimonials too long. Encourage clients to provide details.

• In addition to photos, you can increase the credibility of your testimonials by recording clients’ comments or creating videos of them speaking about your services. Audio and video are great additions to any website.

• When possible, include a client’s full name, city and - if applicable - occupation in the testimonial.

• Request testimonials as soon as possible. The longer you wait, the less likely clients will treat your request as a priority.

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.

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.

In fact, I was literally born in a school setting.

On May 19, 1975, my parents were at Greenfield Village in Dearborn, Michigan — on a field trip with my mom’s 8th grade class — when my twin brother and I entered the world two months early.

With all this seemingly insider knowledge about teaching, you’d think I might have had an advantage in school, especially when it came to taking tests.

But, like most people, tests made me nervous. I could study for days, but it still wouldn’t eliminate the sweaty palms and stomach aches I felt prior to putting my pencil to paper.

Today, however, tests take on a new meaning. Because of my curiosity, I am actually drawn to certain types of tests.

And here’s a fact: Many of your prospects also enjoy taking tests.

Presenting prospects with tests in the headlines of your marketing materials is a proven way to generate more responses.

By reading this far, you’ve confirmed how well a test works on you. Go ahead and re-read the subject line of this post to see what I mean.

In a previous article, I mentioned a legendary advertisement headline created in the early 1900s by Maxwell Sackheim that read, “Do You Make These Mistakes in English?”

This advertisement, which ran for 40 years without any changes, uses a headline that appeals to your curiosity. A perceived test that you can take yourself makes the advertisement difficult to ignore.

Here are a few similar headlines you can adapt to fit your own industry:

Can You Spot the Design Flaws in This Kitchen Remodel?

Does Your Mortgage Broker Ask You These Questions?

Do You Know These 5 Indicators That Signal the Start of a Recession?

When writing tests for use in your marketing materials, the key is to create “answers” that reinforce why it’s necessary to use your product or service.

For example, a publisher might use the headline in the third bullet above to demonstrate how you receive exclusive information as a subscriber to their magazine. Or, a mortgage professional might use the second headline to highlight characteristics that set his services apart from the competition.

Coming up with test ideas for marketing materials is often easier after reading samples. Here is a rare copy of Sackheim’s advertisement to help with your brainstorming. (If you can’t read the text, click on the image for a larger view.)