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The Promotion of your business is NOT about your business.It is NOT merely an announcement that your business exists. Itis NOT simply about attracting new customers. And it isNOT your greatest source of generating profits.Promotion IS, however, the active portion that fuels the salescycle of your business. It is the last domino to be placed inline, and yet the one that starts the chain reaction bringing themall down.Let me explain.IT'S NOT ABOUT YOUBefore you can focus on increasing your customer base, you'vegot to start out by defining exactly what it is you are offeringthem. However, don't make the fatal error of describing yourproduct or service in terms of what you do, but rather in termsof how your customers benefit.Your products cannot simply be items, but rather solutions foryour customers problems, answers to their questions,improvements to their lives, savings on their time or money, ordeliverers of their dreams.By first defining those distinct purposes you then have thepower to promote using subjects people actually search for,read about, and pay attention to.DON'T ANNOUNCE, INFORMNo one really cares about your business but you. Others onlycare about what it can do for them. So when it comes time todo your promotion, focus on providing exactly that type ofinformation. You'll attract more attention by focusing on theend result provided to your customer than you ever willdescribing how your product or service works.MORE THAN JUST ADVERTISINGMost view promotional efforts as a process for attracting newcustomers. While that is a large part of it, there should be farmore involved.Not only can promotion attract the attention of new people, italso: *brands your name on the minds of customers and non- customers alike. *demonstrates the 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 industryA COMMON MISTAKEFocusing solely on attracting new potential customers isactually a common mistake among businesses.A greater source of continued revenue, and the fastest way toincrease profits, is through the retention of repeat customers.All promotion should be aimed, right from the beginning, at notonly attracting new clients, but in keeping them around.Getting new customers is the most expensive aspect ofbusiness. Continued selling to existing customers, however, isthe most profitable.Retaining more repeat customers, in fact, increases the value ofeach customer to your business. With that added value, youcan then afford to put more into attracting new people. Thisgives you a distinct advantage over your competition.KEEPING THEM AROUNDIf your initial promotion focuses on providing the best benefitspossible, and your product or service delivers on thosepromises, you are then easily able to build a solid relationshipwith those who buy from you.From there, you retain their trust, and reap the profits ofcontinued and repeat sales without the larger expense ofmaking that first contact.Not only that, but all your promotions will be enhanced by thepresence of satisfied customers who are willing to give you agood word.DIRECT ACTION IS THE GOALPromotion is all about soliciting a direct response, a specificaction you want people to take. That action may be a sale, arequest for further information, the setting of an appointment,or simply permission for further contact.The focus of your promotion should rest on whatever action itis you desire, and the cause for that action needs to be definedin terms of benefits received by the people you are attemptingto attract.And so we have come full circle in our explanation.Promotion is NOT about your business. It's about how yourcustomers can benefit from it.Promotion is NOT an announcement of your business. It'sabout informing people of the solutions, savings, or answersyou can provide for them.Promotion is NOT simply about gaining new customers, but thecontinued cycle of your entire business.Promotion is NOT your greatest source of profits. It's simplyabout providing your business with repeat clients, and servingthose clients. In turn, that will create a larger gold mine ofcontinued revenue.As we continue in our series on Understanding the Methods ofPromotion, keep in mind these basic principles. View theresources provided with an eye toward focusing on yourcustomers and how you can make each method of promotionbest work for you.---------------------------------------------------------------The concepts presented in this article are further explored in"Small Business, Big Profits" a powerful new marketing courseby Bob Serling that can literally double or triple the number ofnew customers or clients you bring into your business.Learn more today at: http://www.skyhighpublications.com/written by Joe Bingham of the NetPlay Marketerhttp://www.netplaynewsletters.com----------------------------------------------------------------