You've convinced me that I want to sign up for your

newsletter. Now that I'm ready, what do I do? I go to the

signup box on the current web page and complete the form.

But wait... what are you asking for? If you're asking for

more than my name and email address, I will hesitate.

After all, if you're going to send me an email newsletter,

why do you even need my name, much less my street address,

city, state, zip, telephone number, number of people in my

household, etc. My email address should be enough. Now I'll

give you my name, because I understand that you'll want to

personalize my email messages. But unless you show me very

good reasons, I'll forget about signing up and go on to

another site that doesn't want a lot of information in

exchange for their complimentary report or newsletter.

It's like dating. When you first meet you get only the

necessary information - name and phone number. As you agree

to date, you'll get the address. Later, as you get to know

one another better, you'll start to add more details.

Moving a visitor from lead to customer involves a courting

process. You want them to get to know you. They need to

learn to trust you. You need to establish a relationship.

That's the purpose of your newsletter. You offer them good

information and in return they give you the right to market

to them. As they become more interested and more loyal,

they'll move from just a lead to a steady prospect.

Eventually you'll "marry" some of your prospects and they'll

become customers.

So what's your courting pattern? How do you get to know your

prospects? When do you ask for more information -- more

commitment?

For more information on the online sales process sign up for

the complimentary mini course at

http://www.SalesSiteQuickStart.com.

Dr. Jeanette Cates is The Technology Tamer and Internet

strategist for small business. She is the author of Online

Success Tactics: 101 ways to build your small business at

http://www.OnlineSuccessTactics.com.

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