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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
As you get started you may find it helpful to create a touch point map to identify every
potential customer (touch point) and a corresponding marketing tactic related to that
contact. In many cases you will be identifying tactics and touch points that may not exist
yet, so this map can become an important guide for future marketing development. (For
an example of
a customer touch point map, go to
As you create your map and each contact point, keep the important concepts of content,
context, connection, and community—and ultimately convergence—firmly in mind.
Look very closely at the messages contained in your advertising, media kits, and marketing

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