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Van: Factuurexpress ~ Shortcut To More Clients ~ Let me shortcut to the heart of this article: what if you were to stop marketing to individual clients and focus exclusively in creating affinity relationships? An affinity relationship is a source of referrals, only bigger. And better. An affinity relationship is where another person or company refers clients to you on a regular basis. Your affinity partner has an active interest in promoting your business. It may be to earn a referral fee (or not), or to have you refer them in exchange, or simply to add substantial value to their own service offering. Which would you rather do, market to 100 individuals or market to 10 affinity partners? If every one of those affinity partners represents a 100 people, then your initial 10 relationships can give you instant, credible exposure to 1,000. The key is to stretch your thinking into a bigger frame than you may have had in the past. For example, if a CPA is a good source of referrals to you, then what about creating an affinity relationship with the top CPA firm in your city? Another option is to look at the vendors you use. A vendor may have a lot bigger marketing budge than you do, and a wider reach. What about partnering with them for an ezine, newsletter, or special letter direct mail campaign? When you think affinity relationship, think special and think exclusive. The results are easily exponential. Now it's your turn! Kendall Personal Reflections ~ My Thoughts On ... ~ Late Friday night, just as we were crawling into bed, I heard an unusual animal sound coming from outside. It sounded like a cross between a bird, and a coyote pup yipping. Curious, I followed it upstairs to our bedroom, and out the door onto the balcony. I looked out to the trees, trying to see what it was in the dark. When I quit trying, my eyes landed on the source of the unusual calling. There on the balcony railing sat the tiniest owl I've ever imagined. It looked at me for several minutes before I crept back inside and went to bed. What I had seen was a Cactus Pygmy Owl. They are on the endangered species list, and have caused no end of controversy here in the South West, when developers have to change their greedy plans to replace every living thing in the desert with houses, to make way for their habitat. A little Internet research yielded a site that had recordings of both the male and the female Pygmy Owl. Ours is definitely a female. Saturday night, I had a repeat performance. This time, I followed her funny 'toot-toot' out our front door. Once again, my eyes strained in the nearly moonless night to spot our rare visitor, thinking she was in the mesquite trees. Once again, it was only when I stopped trying to find her that I noticed she was less than 4 feet from me, perched on a chime hanging from our porch rafter. She stayed put while I went quietly inside to get my camera, and back out again. I managed to take two pictures before she decided to venture off for her evening meal. Richard and I realized that we've heard the Pygmy Owl calling for quite some time, but had not realized it. Something about the sound in the past had not caught our attention or curiosity. What made this weekend different? I don't know. The lesson for me in this experience is that I often have exactly what I need without recognizing it. Last week, I was stewing over a marketing dilemma, wondering how I was going to figure out a solution. Then, just by chance, I had an 'A-ha' moment and found an outstanding solution that was right there all along. This week, I am going to practice noticing what is so obvious that it may not be seen. I can't wait to see what I find! ...Until next week, Kendall Marketing Tools ~ Purple Cow Marketing ~ What's the Purple Cow of our Website Wisdom package? For starters, imagine having a gorgeous website that not only captures the spirit of you and your business, but captures clients as well. Add in the fact that you don't have to write a word, decipher tech-talk with a programmer, or lift a finger to organize the project and you're now looking straight into the eyes of our Purple Cow. That's why we say it's a 'spa-like experience that pampers you into a client capturing web presence.' Simply put, We do the work - You reap the rewards! Let us discover your business's Purple Cow! Call 520-577-6404 or visit: Website Wisdom. Marketing Articles You are welcome to use one of mine - for free - just be sure and include this "author's box" at the end: "Love what you do but wish marketing would just go away? Kendall SummerHawk, creator of the Marketing Makeover Kit™, Website Wisdom™, and Horse Wise Business Makeover Program specializes in creating innovative, client-capturing marketing solutions for your business. Visit www.KendallSummerHawk.com for more articles and free marketing wisdom."

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