You may want to grab a pen and some blank paper, and the beverage of your choice… Now, let’s get started building YOUR business!


=======> Warming Up The Cold Call

* Do you HATE making cold calls?

* Do you sometimes feel like you’re beating your head against a brick wall with your marketing efforts?

* Are you working harder than you’d like to get new clients?

Would you believe there is an easy way to get prospects (who aren’t referrals) to actually call you?

Well hold on to your hat ’cause YOU’RE GONNA LOVE THIS!

=======> This Principle Powers The Universe

What is one of the primary concepts you find in every society in the world?


According to Webster’s New World Dictionary, reciprocity is

‘A mutual exchange to the advantage of both, a relationship wherein some sort of return is given for something done or given.’

In other words, it says ‘I think I would like to form a relationship with you, so I’m giving you this "gift" in the hopes that you will like it and want to continue the relationship.’ OR ‘I value our relationship and want to see it grow, so I’m giving you this "gift" as a token of that feeling.’

The way our society is built, the other person feels social obligation to return, or ‘reciprocate’ on some level.


Gift giving connects us in a very powerful way.

Here are a few quick examples:

When someone gives you a compliment, you immediately feel obligated to compliment them in some way, don’t you?

What about birthday gifts? When you give them, you expect at least acknowledgement of the gift, if not a ‘reciprocal’ gift on your birthday, right?

Even our compensation at work is reciprocal, you give your boss X number of hours of work, and he gives you X number of dollars in return.

Understanding the concept of reciprocity is also the key to the PAINLESS marketing of your business.


=======> What Do I Have To Give?

What I’m talking about giving away here doesn’t have to cost you a dime.


Everyone is looking for ways to solve their problems and get what they want, so if you give them the information that solves those problems, or helps them get to what they want; you become a valued contributor to their lives.

When you give them information that helps them, you move from ‘salesperson’ to ‘trusted advisor’. When you make THAT transition, you will find that THEY CALL YOU for your opinion, advice and help.

You’re setting up a reciprocal obligation on their part, and using our social system to your advantage.

You’re also establishing yourself as an expert in your field.


=======> Three Vital Questions

To discover how to use the amazing power of this concept to your advantage, it’s necessary to answer three important questions.

1 What kind of information do you have that your prospects want?

2 How can you get the information to them once you figure out what they want?

3 How much will all of it cost?


=======> Three Business Building Answers


1. What kind of information do you have that your prospects want?

It’s a fact that we suffer from ‘information overload today. The blizzard of faxes, emails, web sites and phone call is enough to make you want to become a hermit! You don’t want to add to the flood of information, you want to
HELP PEOPLE. How do you do that?

By providing timely, targeted, helpful information that solves their problems.

The best way I know to isolate what you have to contribute is to make a simple list. Use the following ‘idea starters’ to begin.

* List your ideas for solving those problems identified in Lesson one.

* Write out any unusual success stories of other clients using your services in a unique way.

* List your really good Power Stories. These will give your prospects ideas that can be used in their own lives.

* List the good books you have read or workshops that you have attended that members of your target market would benefit from hearing about.

* Review special insights or experiences that you possess which are relevant to your prospects, even if they aren’t necessarily directly related to your industry.

After these steps, you will find that you have a wealth of knowledge to offer!



2. How can you get the information to them once you figure out what they want?

* You can write articles about the items on your list.
* Compile some FREE reports.
* Publish a newsletter for your clients and prospects.
* Create a FREE recorded message that prospects can call and listen to your information.

These are only a FEW ways to get information in the hands of your clients and prospects. Be creative. Your delivery method is limited only to your imagination.

And if you’re in business and you're reading this publication, you’ve got a wonderful and creative imagination!


3. How much will all of this cost you?

Well you can start from FREE and go up from there!!

If you write the reports & articles yourself, publish them on your website, and promote them from there, your only cost is your time.

And as my mentor, self-made multi-millionaire John Childers says, ‘There are 2 investments you can make if you want to make money. You can invest MONEY to make money, or you can invest TIME to make money. If you don’t have money you’d better be investing a lot of time, and if you don’t have time, you’re gonna' need A LOT of money.’

If you have a little bit of money to invest along with your time, you can send out a monthly newsletter. (Do this as a combination online/off-line publication. If you have their email address, use it. If you don’t have the email, snail mail it.)

If you have a little more money than time, you just can’t write, or dread the thought, you can hire someone to do it for you.


=======> It’s Easier than You Think

Before you get totally overwhelmed, lets take it back to the basics.

You don’t need to publish the Wall Street Journal, and you don’t have to do a 12 page monthly newsletter right out of the gate.

===> Focus on getting started and go from there <===
HOT TIP: Do NOT wait until everything is perfect to get started. People who do this never start. Simply give it your very best effort today, and let it unfold.

SET A GOAL to get 1 core article, report, or even your newsletter, written (either by you or someone else) within the next 30 days.

To paraphrase copy writing great, Gary Halbert, ‘Everyone has their own internal dialogue; a constant stream of conversation the have with themselves. If you can tap into that conversation your selling job is as good as done.’

As Dan Kennedy puts it, you go from ‘Annoying Pest’ (i.e. pushy sales person) to ‘WELCOME GUEST’ (expert with great info. to help them)

Pests are chased away, disliked, or at best ignored.

Experts are people you call when you need help or have questions.

Just to drive the point home, lets look at an example:

Let’s say that you are the HR Manager for a company with a very culturally diverse staff. Your company wants to give holiday gifts a little more meaningful than your run of the mill frozen turkey or fruitcake, but you don’t want to offend anyone’s religious or moral sensibilities.

You have a couple of options, you can head for the phone book and look up ‘CHEAP GIFTS R’US’ and have them send a brochure, or you can call the company that sent you that free special report, ‘5 Mistakes You Can’t Afford to Make When Giving Holiday Gifts.’


To become the company with the free report, you only need ONE article to get you going.

No matter what you choose to write about, once you get started you will find keeping up the momentum to be easier that the effort of getting started.

=======> In Your Next Lesson

In the next lesson we’re going to get your information in front of some eyeballs… your target market’s eyeballs’ that is!!

You’ll learn:

Low Cost & NO Cost Publicity and Marketing Strategies

You will be able to use these strategies to get your message out and position yourself as THE expert in your field.



Liz Thompson is the co-founder and CEO of She is also the founder of, the premier educational site for the gift industry. She is the author of 5 books and is working on her sixth, on step-by-step web-site development, due out next summer. She can be reached through her web sites: and , by e-mail at, or by calling (304) 725-2502.