A mix of seminars, newsletters, bulletins, fact sheets, special events and informative articles will keep you in the customers' minds. Name your product or service. One of the best ways to differentiate your products or services from all the rest is to give them distinctive names. The idea is to imbue ordinary ideas with new meaning thereby separating your com- pany from your competitors. Make sure, however, that the name appeals to your customers and not just to you.
Persistence is power in marketing and sales.
Far too many firms fail in their efforts because they don't follow through long enough to produce proper results. Marketing momentum comes from a con- sistent effort. Once you start a newsletter, issue it on schedule. Get rid of the self-serving nonsense. Most company publications, ads, letters, brochures, and other sales materials are filled with words, photographs and information that do nothing more than toot the company's horn.