Four more key points for using information marketing tools

1. Use "reference" information. Think about the kind of information your prospect will want to refer to again and again.

2. Give information that is useful to everyone in your target market, whether they buy from you or not.

3. Be as targeted as possible in your information. It should be specific to your market, your profession, your location, and so on, to make your piece memorable.

4. Always include a ‘call to action'. For example, "Visit our web site at...", "Call today for a FREE consultation" or any other specific next step you want your prospective customers to take. Also include all the ways they can get in touch with you; phone, fax and mobile numbers, address, email and website.

The ideal, of course, is that you author your own unique information tailored to your specific audience. But if you're stuck for ideas, try tapping other sources. For example, your trade association or industry organisations might be able to supply industry-related information and research, and the manufacturers of your products might offer ‘how to' information.

An example of information marketing in action

Use information marketing to increase response from your advertising. Most adverts placed by small businesses tend to consist of their company name, contact details and their services.

Instead of placing unexciting, non-descript adverts like this, use your advert to offer your target audience a useful information item. The call to action might be to phone you to request a tips booklet, or to visit your website for a free ‘how to' report or the latest statistics on a topical issue (when using your website in this way, make sure you can capture the prospect's full contact details for follow-up).