Customer-focused marketing is more inspiring then other types of marketing efforts. It is a personal, upbeat communication, usually in the form of direct-mail flyers or newsletters that make customers feel more optimistic and confident about buying from you. Each communication provides customers with information that is relevant to them and that involves products or services they have bought or are about to buy from you. When a newsletter is written effectively, the customer will never feel as though he or she is receiving just another sales solicitation. Furthermore, the customer will look forward to receiving your next communication in the mail or by email.  

You know you have mastered customer-focused communication when people start writing back to say how much they appreciate your newsletters. Making your newsletters fun and entertaining is also rewarding for you as a businessperson because they are about building relationships rather than simply pushing ideas. Even writing them will become a rewarding experience, as you are writing not to intimidate or impress (as is typical of mass marketing) but with the aim of building friendly relationships.   Remember, customer-focused marketing is an effective strategy for the small-business owner because it resists the big corporations’ tendency to make all customer relationship marketing about embracing the corporate identity.  I discuss this and other topics in my book, Newsletter Secrets Revealed – How to Use Newsletters to Make Your Profits Soar. To the readers of this posting – if you would like a copy of my book at a discount, order it within the next 5 days and I’ll take 20% off your purchase. To get your discount, all you have to do is enter the word “bonus” in the coupon window.