The Proactive Web Business: 
The Top 7 Sources for YOUR Online Prospects
by Mary Engel-2003

The promise of the Internet is very seductive: you now have 
access to millions and millions of people, all just a mouse
click away from buying buying buying and making you rich!

Hm. Well, sort of. Theoretically, that stuff is true, but it is
also exactly the kind of thinking that actually causes people to
fail.

Taking a passive approach to building your online business ­
just sitting back and waiting for the throngs to come and pour
money into your web site checkout ­ is the kiss of death.

You have to get proactive to succeed here. Before you even
begin to think about sales, you must find and attract genuine
prospects to your site ­ people who are not only going to read
your offers, but who are most likely to buy from you.

Where to find them? Here is my list of the top seven sources
for your online prospects today.

Prospect Mine #1:  Advertising

If are doing any type of advertising now ­ online or off -- you
must give readers, viewers or listeners the option of contacting
you via the Internet. That means listing your email address and
Web site URL. 'Duh!' you want to say, right? But you'd be
surprised how many businesses fail to include this info.

Whether you advertise by broadcast, print or email, it's
imperative that you get those interested folks into your
database. The only way to do so is to get them to visit your
site or to email you. The result is a list of highly qualified
email prospects you can contact again with future offers.

For online advertising, I especially like newsletters. They come
with the built-in advantage of having a very targeted audience
-- for instance, a newsletter might be geared toward lawyers, or
work-at-home moms, or affiliate programs. If your product or
service is for this audience, that's the type of newsletter
you'd choose.

Online newsletters are also relatively inexpensive. Many of
these publications will run your ad for less than $25 a week.
Look closely at the circulation figures for any publication you
choose, and track results.

Prospect Mine #2:  Referrals

Referrals are an important part of any business. Email marketing
makes it extremely easy for your customers to send you referrals
­ especially if you provide a link that takes them to a simple
form or email message to instantly drop in a name and send it
off.

If you send your customers any sort of info or newsletter,
always encourage them to forward it to friends and associates.
The simple act of asking your existing customers or subscribers
for referrals is a fantastic method for generating new leads.

Prospect Mine #3:  Existing Customers

Every customer you have now or had in the past is a great bet
for repeat orders. These people already like you enough to
commit money to your company. Theyıre already aware of the
quality you offer, and they're the ones who are most likely to
purchase from you again.

What if you don't have the email addresses for your existing
offline customers? Ask them! Call them or contact them by snail
mail, and ask those who are online to send you an email or visit
your Web site. If customers call you, be ready to verify or
record their email address on the spot.

Prospect Mine #4:  Direct Mail

If you do any mailings, encourage your customers to order online
or contact you via email. Some people will use these options,
and some won't, but you should make it a priority to capture the
email addresses of as many of these prospects as possible. In
addition to the cost savings of communicating via email, you can
also test the results of your marketing messages sooner, since
email is so instantaneous.

Prospect Mine #5:  Giving Away Freebies

Freebies are a great way to generate leads. So how do you give
something away without, you know, losing your shirt? One answer
is to give things that have value but cost you little ­ for
instance, a bit of your own expertise in the form of a report,
an ebook, a sample issue of your online newsletter, or a
consultation.

Naturally, these reports and so on would be on a topic that's in
demand by your prospects. The information must provide something
of value to the prospect and it should be related to what you
are selling.

And don't forget your sig lines -- at the end of the article
include two or three lines that mention who you are, where to
order online or how to reach you.

Prospect Mine #6: Your Web site

Gathering email prospects from a Web site is simple and almost
free. Your site should include some reason for people to give
their email address ­ as a way to be notified of any sales or
specials, to gain customer VIP status, to subscribe to an
email report. These are called opt-in lists, meaning visitors
choose to be on your list and be contacted by you.

However, it takes a high volume of traffic at your site to
generate enough prospects from web forms alone. You can increase
your web traffic through web advertising, display advertising,
search engine registration, and site optimization.

Prospect Mine #7:  Joint Ventures or Partnerships

Joint ventures or partnerships are a way to leverage the
expenditures and efforts of other marketers who sell to the same
prospects you want.

You create this sort of symbiotic relationship by first
determining who else is currently marketing to your prospects,
then contact them. Create a deal where, by sharing their
existing customer base with you, or by recommending your company
to their customers, everyone benefits ­ you, the other
companies, and the customers.

Let's say, for instance, you sell software for writers. Your
partnership, then, might be with a company that promotes writing
workshops or seminars. You'd contact this other outfit, and
offer to do one or all of the following: ask to mention your
product or service in their email newsletter; ask to send one
email message to all their customers; swap ads in each otherıs
newsletters or ezines; link to each other's sites or swap banner
ads or logos. Your creativity in this matter is all that's
needed ­ just think of ways to benefit yourself and other
related but non-competing businesses, and you can increase your
prospect list many times over.


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Article by Mary Engel of Copywriting.Net. Generate MORE sales
with your Web site copy and print marketing communications. For
a FREE writing analysis visit http://www.copywriting.net or call
Mary at 1.800.798.4471 (toll-free in the US).
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