This is the initial introduction to your company, and while it is commonly conveyed
through your advertising messages, it is also the point at which a referred lead discovers
The cliché “You only get one chance to make a good impression” applies here. The best
way to start the relationship is to communicate a clear brand or point of differentiation
that is designed to attract your ideal customer and your ideal referral sources.
It’s essential that you have narrowly defined what an ideal customer looks like for your
business. That way you can speak as directly as possible to that customer in all of your