Never before have we been able to communicate as frequently and as cheaply through so many different avenues.

Some people like to read to learn, others prefer to listen to words and still others are highly visual in receiving and processing data and information. I'm going to lightly touch on how the internet can allow you to touch each type of prospect cheaply and effectively.

If you're unfamiliar with the methodology of "selling", this stuff might be a little foreign in nature, and for those of you who do, please bear with me for a moment so we can get everyone on the same page.

There are basically two types of selling and we've ALL been exposed to them. Thers's the used car salesman type; that's called "Hard Sell". I've heard it's effective but in over 25 years of being in the marketing business, I've never seen it work. Effectively or otherwise. In fact, all I've ever seen it do it alienate people and tick them off.

The other type of selling is where you begin a courtship. You'll only develop a long-term relationship with people who know, like and trust you. Until that moment in time occurs, you're simply a "hard sell" entity.

Like any relationship, it's going to take some time and effort. Back in the day, that would have discouraged 99% or more of anybody wanting to market. Anything. Offline or on. BUT,

The internet has changed that forever!

(I have to throw in a caveat here...even though what I've just said is absolutely, unequivocally true, there are STILL those who insist on violating all the rules for success and persist on "jamming stuff down people's throats". Yecch.)

The courtship process is no different. You simply open your mind to a larger funnel. This funnel must catch the attention of any prospects who may be open to what you're offering. Not everyone will be ready at the same time. Some are ready NOW...others need to investigate and take you for a "test drive" (That's where the quality of information and free stuff you give away comes in) and there will be prospects who will NEVER buy anything because they're too afraid of success. Thus the reason you will and MUST build your own list through the courtship[ process. You never know when "the day" has arrived for whom. The key to being ultra-successful is understanding that very specific point. Once you have a fat pipeline, your odds of success rise dramatically.

Let's continue on with how you're going to create yours. Regardless of which modality you choose, the mechanics are the same. Prospects are in distinct modes (frame of mind) when on the internet: Problem/Solution or Getting ready to buy. News Gathering or Entertainment. That's it.

Think about your own internet use; it's one of the two as well.

So, now that you know that, how do you "reach" them?

Drum roll please... "Content".

They're looking for it, you're offering it.

How do you "keep" them?

Character. Not yours personally, but by creating someone interesting to tune into or be excited when that "character's" email arrives.

Here's what that formula means. People respond more to entertainment than to knowledge. So, character beats content.

Here's a quick demo: In 3 seconds name 3 things that you learned in college.

Now, in 3 seconds, name 3 characters on Seinfeld.

Which did you recall faster?

So, how do you "create" a character your readers will hook into and be responsive to?

That's a great question which I'll cover in the next segment so make sure you find it, read it and use it.