The following is an excerpt from Chapter 2, "The Battlefield," of the book, "David Can Still Beat Goliath," by Norton Warner.

Customer dissatisfaction induces a search for a new supplier of a product or service. Consumers who move into your community need new product and service providers. Condition changes also create new customer needs and wants. Since all these factors- customer dissatisfaction, change of residence, and condition changes-can arise any hour of the day, any day of the week, any week of the year, two strategies are necessary to increase your market share by attracting new customers, and a third strategy can also be productive.

1. Create awareness, understanding, and trust or preference before the customer need or want arises.

If you have reached prospective customers hundreds of times with your message, you have an excellent chance of moving them through the advertising communication process before the need to purchase arises. Either your name is on their shopping list or you have developed a consumer franchise in their minds.

Read More...

Tags: advertising, customer, prospects