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Happy Valentine's Day! Regardless of how you feel about the holiday, one thing is for sure: It offers many valuable marketing lessons. Here's the most important lesson I want you to think about today...

When you're sitting down to dinner with your sweetie tonight, think about the first time you met. Did you propose marriage? I'm betting that you didn't ... because for most people, that's far too big of a commitment to make the first time you meet someone. Instead, you probably started out with a dinner date, coffee ... or maybe just a phone call.

Why? Because it's less of a commitment and much lower risk. If the chemistry isn't there, you can part ways without having invested too much time or money.

Now think about how you approach the task of promoting your seminars to the public. When you're approaching strangers, are you trying to convince them to attend your seminar (e.g., proposing marriage)? Or do you go for smaller and easier "yes" by offering a free sample of your content, such
as a report or teleseminar, to begin the relationship?

If you choose the latter, congratulations! This approach is called two-step marketing and it's hands-down the best approach to take if you want long-term success in the seminar industry. Two-step marketing allows you to build a list of qualified prospects ... so that the bulk of your marketing dollars can be invested with people who are interested in what you have to teach.

If you're not currently using two-step marketing in your business, please check out my upcoming 4-week online workshop, Two-Step Marketing for Seminars. I'll guide you step-by-step through the process of setting up your own two-step marketing system. Read more about the course -- including the buy-one-get-one-free offer -- here.