Welcome to the age of the very informed consumer. The ease with which clients can get information and be "educated" when added to the level at which they are bombarded by advertising, means that many of your customers are now quite skeptical… and informed.

Multiply this by adding in a tough economy and your bargain hunting customers may know more about your products and services than you do!

It is more important than ever to offer ample proof and deliver value before you ask for their hard earned money.

A proven technique that has a long history is the taste test or free sample. Think about the free taste tests at a big Box store or consultants, lawyers, etc., offering "the first 15 minutes are free." It still exists because it works!

Often, you can generate results in advance of selling something to a potential customer and this is the most concrete proof that your products and services deliver what your customer wants. And that your products and services deliver exactly what you say they do.

Offering an inexpensive “sampler or taste test” can do 2 things:

1. It's a risk free way for a potential customer to try out your product or service to see if it's really what they want, and to see if it does what you claim.

2. It can get the customer tangible results and move them closer to their ultimate goal, which increases their desire to reach that goal – exponentially.

You're proving the value of what you're selling. Once you're established value in the customers experience, it's much easier to then sell into more expensive products or services.

Successful campaigns often start with a teaser device. This is one that will convince people to take the next step and contact you. It can also be a powerful method for building lists and filling your database with people who have expressed interest in your product or service.

A two-step offer is one that offers something free and then invites someone to take the next step — to call for more information, visit a website, or schedule an appointment. It will be successful only if the “next step” item is valuable and appealing.

Here are six ideas for products or services that you can offer to potential customers.

1. A free printed special report, packed with useful information that you can email to people once they provide their contact information

2. A free teleseminar, (maybe with a number of industry experts) with the resulting recording available to download on your website

3. A free CD or DVD explaining a new product or service that includes useful tips

4. A free sample issue or three of your e-zine or newsletter

5. A free weekend seminar or evening workshop where, while providing good information, you also present an expensive service or consulting package for sale

6. A free evaluation or consultation by one of your specialists

Income from two-step campaigns is easier to generate. When you do the advance work of getting people to contact you for more information or to get something free or to see if they qualify, you completely change the sales dynamic and make it much easier to increase sales.

In addition, these campaigns very often save on advertising dollars, since you can run a much smaller ad or mail a short letter with a compelling headline and a few lines of marketing copy—ending with an invitation to call you or to visit your website.

8 Year old Brian Luo defeating GrandMaster Ben Finegold at speed chess … a taste of great things to come?