According to the Performance Based Marketing Group, it takes an average of 8 to 12 touches before a potential client is ready to do business with you. That means that they need to see something from you 8 to 12 times.

There are marketing methods in which you can install a pixel on your website and then stalk them with ads so they can see you but I think there is a better way. It is much more personal and much less expensive to build a relationship with perspective clients through email. Yes email is still a viable marketing tactic.

With helpful information (not 8 sales pitches) it is far easier to that relationship. You can send them regular content and get feedback from them about what they need (this is the best kind of market research.)

So how do you get their email address? Most agree it is great to offer an ethical bribe (or content upgrade.)
People are often stingy with their email these days because they don't want to have to sift through thousands of emails. That's why you need to offer them something that they will drop everything for just so they can add their email to your list.

What can you give them that solves their biggest challenge? How can you make life easier for them?

Here are a bunch of different formats you can use in order to solve that problem for them:

A cheat sheet
A checklist
A resource list
transcripts of your podcast
a video or audio recording
a quick start guide
case studies
a challenge
a fill-in the blank formula
a free trial
an e-course
a spreadsheet

The best way to to decide on which format to use is to ask your favorite customer how they like to digest information. (See my article about creating an avitar.) Once you have exchanged your potential client's email for your content, it is up to you to continue the relationship with more value-added content.

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Author's Bio: 

Brenda Trott , known as the "Make Money In Your Sleep Girl" helps small business owners stop cold calling by coaching them to be the "go-to" person in their field.through social media, book publications and public relations. She also helps them develop a diverse income where they too can make money in their sleep. When she isn't shuttling her kids all over town, she can be seen eating raw cookie dough while her 2 legged friends keep a watchful eye. Author of several how to media marketing books and nominated the best Social Media Strategist in Houston, she has been called upon by ABC radio and other media venues to chime in on the ever changing world of social media. She founded Done4U Media to promote businesses and their owners through attraction marketing and also offers classes to those who are not yet ready to give up their own marketing hat.