Well, perhaps not literally, but I'm sure you get my drift...

Typically, it costs FIVE times as much to acquire a new customer, as it does to sell your product or service to an existing customer. That's a huge difference, isn't it?

Wherever I go, I'm always amazed by 'customer service', or usually - the lack of it.  I'm sure that you've had that feeling too. For example, think about your recent shopping experiences. Many will have been straightforward and hassle free - whilst others can be a vertical climb, in order to get what you want.

'The only purpose of advertising is to sell; it has no other justification worth mentioning.'
Raymond Rubicam, Young & Rubicam Advertising

Advertising is the oldest member of the promotional mix.  If you study the art and science of advertising, you will find that you can apply its rules, techniques and philosophies throughout all of your marketing.

"Imagination is more important than knowledge."
- Albert Einstein

Creative thinking can be learnt, just like any other skill. This is a fundamental ability for all  marketers. It breaks down into a sequence of activities and processes:

As a human being – you are unique. You are one of a kind amongst billions of human beings.

Think of your business in this way. What is special about it? What makes it truly different from your competitors? The business guru and author, Michael Porter, says that there are only two fundamental business strategies: Low Cost and Differentiation.

One of the best ways to generate new business is by word of mouth (WOM).  After all, I’m sure that you are happier dealing with someone who has been recommended to you.  However, most businesses I have dealt with tend to operate very haphazardly in this area.