Update: I watched veteran business speaker Arvee Robinson give her one-day Persuasive Speaking Mastery presentation. She gives no-cost public seminars in the Southern California region to register interested prospects for her other programs. She also builds her database using this same method.

What was impressive about her style was how she controlled the floor. The audience felt secure knowing she could handle off-the-topic questions and could-have-been embarrassing moments in such a professional manner. And when she didn't have an answer to a question (which was rare) she laughed and admitted she didn't know.

It was easy to pay attention to her because she presented in a fashion that was focused on us—members of the audience. And that's precisely the same way she markets her programs. With a focus on her prospects.

Feature Article: The Most Important Word in Marketing

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Attracting New Members...

Kathy facilitated an open discussion with her focus group about attracting and maintaining members. Their group suffers from high turnover and recruiting new members is a constant exercise. Over a dozen specific ideas were narrowed down to about three.

She and I spoke afterwards. I stated that her group's flyer only made an announcement about their group. It didn't address any specific concerns or problems her prospects are looking to solve.

Kathy began to see the light. Giving information about the group is "we" focused. Addressing a problem from the prospect's point of view becomes "you" focused.

The Most Important Word in Marketing

Dear Associate,

If you scan a bunch of random websites, browse through brochures from a business expo, or peruse your collection of business cards from a networking event—what's the most prevalent factor you'll find? What's the common thread that you see? What's the key component that permeates through your brain when you sift through this maze we call marketing?

In a nutshell: Marketing that doesn't speak to your prospect.

I know what you're thinking...

Your marketing does speak to them. It tells prospects everything about you, your company, your products and services. You've covered all your bases. You've even got a company logo, a mission statement and the best hi-tech website money can buy.

So why are your sales still flat?

Perhaps it's because that's not what your prospects are looking for. Maybe it's because you're not giving your prospects what they want. Could it possibly be that your marketing speaks too much about yourself and not enough about them?

If your marketing doesn't speak to your prospect—in other words, if it doesn't let them know what they'll get—you'll lose them. They will put down your promotional materials and stack them in the I'll check back with you later box. Which they won't. There they'll sit awaiting the next Ice Age.

But it doesn't have to be like that...

I'm sure you don't have that much time to transform them from prospect to customer. You want to build your customer base immediately. You've decided to overhaul your marketing so your prospect will seriously take a look at what you have to offer.

If that's the case then let's get down to the most important word that you'll ever use in your marketing. It's a simple word that the majority of business owners overlook. And no it's not the word "fr double-e."

It's the word "you."

In other words, it's what you (your prospect or customer) get.

It's what she gets when she buys your product. It's what he gets when he tries your service. It's what they get when they attend your prosperity retreat.

You see, people have an internal "what's in it for me" radar. They're constantly trying to locate anything in your marketing that can answer the WIIFM question. And when that happens it'll trigger that blip on their radar screen.

As a business owner it's your job to create as many blips on their radar screen as you can. That's what your prospects are looking for. A message that speaks to them. A message that basically says you'll get this, that and the other.

But there's also a catch that comes with this tip: avoid overusing the word "you."

If you do you'll abuse it. It'll lose its power. Overusing anything will lose it's effect and may even work against you.

With that said it's time to grow from "me" marketing to "you" marketing. It's time to look at your business from the prospect's point of view. It's time to show them how valuable you can be to them by creating a message that focuses on them.

Warm regards,