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One of the biggest challenges you face when promoting seminars is finding qualified prospects. If you don't have your own mailing list, you soon find that it is expensive and quite difficult to fill seats when promoting to the world at large.

Two-step marketing is the answer. With this approach, promoting your seminar is not the primary goal;  instead, your focus is on getting prospects to raise their hands and indicate interest in what you teach. In the first step, you promote free resources that you've created -- such as reports, teleseminars or DVDs. The second step is promoting your seminar to prospects who have signed up to receive your free information.

There are 5 keys to success with 2-step marketing.

Key #1: Create a valuable resource. The best resources:

• Appeal to your audience by offering information that will help them solve a problem or attain a desired benefit.
• Are related to your seminar. This helps to ensure that prospects are qualified to attend your seminar.
• Offer solid information. Your free resource is a way for prospects to try before they buy. If you hold back on the content, they are likely to conclude that you won't deliver much value during your paid program either.
• Make prospects hungry for more information. Subscribers who love your content will want even more ... making them ideal prospects for the next step in your promotions - asking them to attend your seminar.

Key #2. Sell the resource. The best free resource in the world won't do you a bit of good if no one knows it exists. You have to promote your free resources just like you'd promote a for-fee event or product.

Key #3: Follow up about the resource. If new prospects don't "consume" the free resource they requested, you'll lose impact and momentum. They'll never know how good your content is and, therefore, won't be inspired to attend your seminar.

Key #4: Invite them to take the next step. You wnat prospects to sign up for your for-fee seminar or workshop. To persuade them to do so, your follow-up promotions should include multiple calls to action that tell prospects how to get full details about and reserve their place at your seminar.

Key #5: Stay in front of prospects. If you send follow-up messages for a week or two and then disppear, your new prospects will forget who you are. Many seminar promoters find that prospects are on their lists for months - even years - before they sign up for an event. If you want your new qualified leads to remember you and THINK of you when they are ready to invest in training, you must ensure that you stay in front of them on a regular basis.

Two-step marketing is one of the most valuable strategies you can use to build a successful and able seminar business. For maximum impact, ensure that your two-step system incorporates the five components listed above.

Want to get your two-step marketing system set up quickly? Two-Step Marketing for Seminars is a 4-week online workshop that delivers a step-by-step roadmap for setting up your list-building funnel. You get 24/7 access to training materials -- and can bring your assistant or a guest for free. Read more about the program here.