| What does most successful businesses have that you don’t? Well, clients for one thing. And a strong marketing campaign, for another. Success of your business depends on the number of clients that actually buy from you. It’s the sound of your cash register opening and closing that gets you the return of your investment that you have always desired. If you are in a league of your own, meaning all your competition have already gone up the business ladder and have become a Fortune 500 company one way or another, and you’re still groping your way towards having a break-even, then perhaps it’s time for you to re-strategize. A total facelift of your marketing campaign should definitely be a top priority. Here is one of the surefire that have been used and re-used by most successful companies to become leaders in their own chosen niche: Know Your Business and Your Market Do you have any idea what you have in your business? Do you know by heart your products and services? Will you be able to describe them to your clients, in laymen’s terms and in particulars? Most marketing campaigns fail because the people responsible in developing them make the mistake of describing their products and services in technical terms. In short, they explain like a scientist or an intellect would explain how the universe is made. The product description is usually in the point of view of the designer or manufacturer that the common client would have a hard time understanding how your business could possibly help them. Technical terms that usually accompany a product description are always a turnoff. It makes your clients feel like they’re in another planet and you’re talking alien language. This would mean a negative response to your marketing campaign. This then takes us to our second concern – your target market. Do you know who they are? Do you understand their concerns? Most marketing analysts would tell you that you need to know and understand your target market to be able to come up with an effective and successful marketing campaign, be it catalog printing, poster printing, flyer printing, or even your business card printing pieces. When you know what your target market wants, you’ll be able to customize and design your materials according to their needs. It’s like having your suit tailor made rather than buying off the racks. A perfect fit would speak well about your desire to help rather than to make money out of your clients. In designing that perfect fit, always remember that the reason why you’re in your business anyway is because you want to satisfy the needs of your clients. Try to learn as much as you can about your business. It’s like knowing the details of the suit you are creating – the fabric, the cut, double- or single-breasted, etc. But in trying to sell to your customers you have to make sure that they understand what you are trying to tell them. That is why you have to try to use simple everyday language on your marketing campaign material. And try not to sound pompous about it. Nobody likes a self-professed person anyway. Just like the emperor who was duped to believe that he is wearing a fabulous robe in the story of the Emperor’s New Clothes, it is how much you convince your clients to believe in your product. Just like the way they made the emperor believe, so should you. This is how you can move on from customer satisfaction to customer delight.
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