It is NOT merely an announcement that your business exists. It is NOT simply about attracting new customers. And it is NOT your greatest source of generating profits.

Promotion IS, however, active portion that fuels sales cycle of your business. It is last domino to be placed in line, and yet one that starts chain reaction bringing them all down.

Let me explain.

IT'S NOT ABOUT YOU

Before you can focus on increasing your customer base, you've got to start out by defining exactly what it is you are offering them. However, don't make fatal error of describing your product or service in terms of what you do, but rather in terms of how your customers benefit.

Your products cannot simply be items, but rather solutions for your customers problems, answers to their questions, improvements to their lives, savings on their time or money, or deliverers of their dreams.

By first defining those distinct purposes you then have power to promote using subjects people actually search for, read about, and pay attention to.

DON'T ANNOUNCE, INFORM

No one really cares about your business but you. Others only care about what it can do for them. So when it comes time to do your promotion, focus on providing exactly that type of information. You'll attract more attention by focusing on end result provided to your customer than you ever will describing how your product or service works.

MORE THAN JUST ADVERTISING

Most view promotional efforts as a process for attracting new customers. While that is a large part of it, there should be far more involved.

Not only can promotion attract attention of new people, it also:

*brands your name on minds of customers and non- customers alike. *demonstrates continued activity of your business *reminds existing customers of your products and services *establishes credibility *furthers existing business relationships or partnerships *and reinforces your business's position in your industry

A COMMON MISTAKE

Focusing solely on attracting new potential customers is actually a common mistake among businesses.

A greater source of continued revenue, and fastest way to increase profits, is through retention of repeat customers. All promotion should be aimed, right from beginning, at not only attracting new clients, but in keeping them around.

Getting new customers is most expensive aspect of business. Continued selling to existing customers, however, is most profitable.

What is it? The THANK YOU NOTE!

Interview experts agree that EVERY job hunter MUST send thank-you notes after EVERY interview. They also point out that most people completely ignore this bit of wisdom.

In order to have a huge advantage over other candidates for job you want, send thank-you notes to EVERYONE you meet day of interview--administrative assistants, managers, interviewers, people you met who already do job you are targeting, and so on.

One of my résumé clients (let's call him Mike) is a Certified Arborist and Tree Care Professional in San Diego area. His goal is to move into consulting arena.

Very soon after speaking on phone with owner of a prominent tree care company, Mike mailed a brief note thanking owner for his time and consideration. Within a week, owner called Mike and offered him an informal mentoring arrangement to help Mike learn more about consulting side of tree care.

Mike decided to pass on offer and continue his job search, and he recently landed a very nice position. He sent me an e-mail about his recent job-hunting activities saying, "...and just so you know, thank-you letter has got to be block that keeps door open. I sent out three letters and subsequently got three offers."

If you're not convinced yet, following reasons outline significance of sending thank-you notes:

(1) Sending a thank-you note demonstrates that you are good with people. You employ most basic of people skills--a show of gratitude.

(2) It helps companies remember you after interview. You can restate your interest in position, especially if interview went well.

(3) You can use thank-you note to summarize a few of main points discussed at interview. You can also add anything you forgot to tell them.

(4) It has potential to increase your affinity with those who have authority to hire you.

(5) It shows that you are serious about your career design.

(6) It indicates that you are organized and on top of details.

(7) It demonstrates that you went out of your way to show interest in company and/or position.

(8) If they decide not to consider you for position, perhaps they know of another opportunity that suits you. You can mention this in thank-you note, asking them to keep you in mind.

The post-interview thank-you note doesn’t have to be fancy. Here’s an example:

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