Your promotional activities are like the gas you put in your car. No gas, no distance. To your prospective clients it looks like you're doing more marketing than you actually are. These multiple impressions add up. Consistency and a commitment to getting the word out are essential for marketing success.
Persuasion is one of the most subtle yet undoubtedly one of the most powerful elements of marketing.
Persuasion can be accomplished by the written or spoken word. Your brochure, web site, letters, mailings, ads, phone conversations, presentations and proposals all need to both logically and emotionally communicate that your service can indeed provide what your prospective client is looking for. There is really nothing tricky here. In fact, it's lack of trust that can kill a deal faster than anything else. Even if you have mastered the first four steps, your prospective client may not take the plunge if they get a negative reference.