We've all been to the eye doctor at least a few times in our lives. You know that test they make you take, where you look at the sign on the wall and try to read the letters that are presented in rows? As you work your way down the sign, each row of letters gets smaller and smaller, and more and more difficult to read. Your goal is to focus well enough to read even the smallest row of letters, so you can avoid getting a prescription for glasses.



In business, you should look at your marketing strategy as an eye exam. If you don't focus on what you are trying to tell your customers, you will fail. If you take your eye off the target, even for a second, the entire thing could come crumbling down around you.

It is important to have a clear goal in mind as you plan your advertising campaign, and it is even more important to stick to that goal as you proceed. The goal should be to accentuate the qualities of your business that customers like, and to set yourself apart from your competitors.

The first thing you have to do, of course, is to find out exactly what it is about your company that customers like. To do that, you have to ask them. One good way to do that is to send out postcards to your past customers. Go to a quality postcard printing company, and get attractive, color postcards made. Send them to as many former customers as you know of. Ask them what they liked about your company, and what they didn't like. Ask them to be honest and specific. The more feedback you can get – positive and negative – the better.

Next, use the feedback from your postcards in every other aspect of your marketing efforts. When you get your brochure printing done, design them in a way that maximizes the “positive” qualities of your company. This is where you have to stay focused. Don't try to portray your company as the answer to everyone's prayers. You cannot be everything to everyone. Focus on the things that your customers have said that they like, and stick to those things.

It also helps to project an image of quality in your brochures. Do not try to save money by going with cheap, black and white ones. Get nice, full color brochures made. If you don't, then even stressing the best parts of your company will not be effective. No customer will read the whole brochure if the first image he has is one of poor quality.

It is hard to stay focused when you are trying to promote your company. It is far too easy to get carried away, and to tell people all of the things that you think are great about your business. But it is far better to find out from customers what really is great about your business, and then focus on projecting those things to potential customers.