In my search for an answer I read literally thousands of articles and books from some of the world´s most successful business and marketing experts and found that whilst they each had their own unique slant on what it took to create marketing success and whilst they each operated different proprietary systems, they all had at their core identical principles that drove them.

In effect, they all said that in order to attract people into doing business with you or your company they have to KNOW, LIKE AND TRUST you.

That´s all!

Sounds pretty simple right?

Yet when I analysed all of the marketing campaigns that I´d done that had been a flop, I noticed that despite having great copy, tons of bonuses and, seemingly, all of the right techniques in place, I had somehow violated the KNOW-Like-Trust 'rule´ and, in doing so, condemned my product launch to failure.

Conversely, every single success I´ve had has had KNOW-Like-Trust at its core.

Now, for all that KNOW-Like-Trust sounds pretty obvious, it´s clearly not. If it were then we´d all be using it and our marketing would be super-successful and, clearly, that´s not the case.

So, let´s look at KNOW-Like-Trust and try to learn how to use marketing´s 'secret weapon´ in your own marketing shall we?

We´ll start with KNOW.

It stands to reason that in order to do business with you and, ultimately, buy your products and services, that your prospects have to KNOW that you exist. Yet, despite this glaringly obvious fact, few fitness professionals dedicate any time at all to getting known, opting instead for the 'If I build it they will come´ method of marketing favoured by the unsuccessful masses.

So they build their websites, they write their free reports and they create their opt-in newsletters and... well... no-one comes or, if they do, in such small numbers that it barely matters.

This approach is 180 degrees out of phase with the methods of the super-successful marketers who put their efforts into first finding out who will come and then build their products and services to match the demand that´s already there.

A big difference right?

But how do they do find out?

Simple. They Get KNOWN!

They create articles in their area of expertise and post them to e-zine directories and blogs as well as on their own websites.

They find subject-specific forums and newsgroups and become active members who provide great information to red-hot prospects WITHOUT TRYING TO SELL ANYTHING.

They send out regular press releases to both the paper and e-press, positioning themselves as someone with something worth writing about.

They do public talks and seminars for members of the public interested in their field and load them with so much great information that people remember, use and share it with others to great effect.

They offer to write or interview for other professionals in the same field (or interview other pro´s themselves) in order to spread their name as far and wide as possible.

The long and the short of it is that the 'Get KNOWN´ phase is NOT about selling in any way, shape or form. Rather, as the title suggests, it´s about putting yourself on the map and, crucially, in front of an audience who will tell YOU what they want to buy rather than the other way around.

Now, before you dismiss the KNOW phase because of its simplicity, ask yourself how much of this you´re currently doing.

You may be surprised with just how little you´re actually doing to Get KNOWN!

Ok, we´ll assume that you´re now well on the road to getting KNOWN, but don´t think that you´re home and dry yet.

End of part 1

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