Each of the sections in this manual will focus on one aspect of your marketing plan.  It is fitting that the first section should focus on your customer.  Your customer is the person you must sell on the value and benefit of your product or service, the one who will pay for your wares! 

Don’t think of your customer as a nameless, faceless entity.  Get to know them, understand why they buy, and what they buy and, when you market and advertise, talk to them directly!

Remember, this manual is a workbook, so grab a pencil and get ready to write.   As you go through each of the sections in this book, try to put yourself in a ‘brainstorming’ frame of mind – generate ideas and don’t judge them right now.  Later, when you sit down with your marketing and sales team, you can delete or set aside those ideas that will not work and, if necessary, refine or add to those you want to use.

Better yet, get your marketing and sales team in a room together with a flip chart or white board and go through the process together.  You won’t be sorry!