The Marketing Tip of The Week

by Ken Varga
Website: | Issue No. 07-3-25


How Top Attorneys Use Free Information to Build High Profit Practices...

And How You Can Do the Same with Your Business!


Hi again, and welcome to this week’s Marketing tip of the Week.

I hope you spent some time this past week looking for ways you can educate your customers.

Here are some examples:

Almost every area of legal specialization offers perspective clients a free initial consultation with no strings attached.

Personal injury attorneys come to my mind first.

You come to them, they sit you down, and for an hour they will go over your case and they’ll tell you what they think your legal rights are.

They will help you decide what your options are and the best strategy to take.

You also have a choice…you don’t have to use them. But 80% of the time, when attorneys give you an incredibly good, comprehensive, and objective education, you tend to be so connected to them, that you desire them to protect your interest and follow through for you.

So, attorneys in different specialties, use free education, free consultation, and free information as a key component to building very successful practices.

Any service business can do the same.

How about a Pizza business, or any Restaurant, deli, etc?

Why not educate your customer about the special dough you use in the imported whatever, the special time needed to prepare the meal that other restaurants don’t care about, etc.

Take your product, service, or business and do the above analysis of it, and find ways to educate your customer about it.

I’m sure there was a night when you couldn’t sleep and you turned on your TV and saw an infomercial for a product.

The key success factor in making an infomercial work is the level of demonstration and education they incorporate in the show.

The more you tell, the more you sell.

If any of my readers are in the alternative health field, do not align yourself with other alternative health practitioners only.

Align yourself with established professionals. Chiropractors, massage therapists, Cosmetologists, Physical Therapists, etc, and demonstrate, educate, and explain the origins and processes of your therapy, and then allow perspective customers to try it free of risk.

It’s really ironic, but after someone has paid up to $10,000 to attend one of my seminars, between 25 to 45% of the participants come to me at the end of the program and ask me to consult with them privately.

It astounds me that someone after paying up to $10,000 will seek out the trainer and ask him to consult with them privately.

I’ve asked myself, why?

The answer is because they want more. Education is the pathway to more business, and it’s also the pathway to a deeper connection with you and the customer forever.

The bond you create with your customer when you educate them is such that they will become your greatest advocate.

When you educate and inform customers, that bond will be with them forever. That’s because you thought about them so much, that you wanted them to receive more of a benefit than they did when they purchased, or were thinking about purchasing, your product or service.

Once you give someone an education, human nature wants more.

And trust me, they will be coming back for more of your products or services.

Well, that’s it for this week.

Next week I’m going to write about a concept that I use to create 5,000 new customers a year.

See you next week.

Till then, keep healthy and wise.

Best Wishes,

Ken Varga
  ...using experience from my 35 businesses to help you generate millions of dollars from yours

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Copyright 2000-2006 by Kenneth J. Varga. All rights reserved.