What’s the difference between a fast-growing business and a slow one?
In many cases, it’s marketing and communication.
Today, in the age of information overload, being recognized in the market is more difficult than ever before. That’s why well-measured advertising and sales actions play a crucial role in the success of any type of business. Whether you choose traditional advertising channels (TV, radio, billboards) or digital ones (Facebook ads, digital marketing, email marketing, social media), success often does not depend on the size of your advertising budget, but on how purposefully and rationally you present your message — in a way that addresses your target audience’s real problems.
Consistent communication that speaks to and solves relevant issues captures attention, builds trust, and avoids irritation. Quality or pricing indicators have little meaning until a customer tries the product themselves. That’s why education, meeting essential needs, and clearly highlighting the benefits are key to engaging clients — even before the sale.
Consistency and the importance of education
Once again, in today’s information-saturated world, standing out in the market is harder than ever. This makes strategic and data-driven marketing actions crucial to business success. Regardless of whether you’re using traditional media or digital platforms, the effectiveness of your efforts comes down to how well you understand and communicate with your audience.
Educating, addressing real needs, and delivering clear value – that’s what sparks interest and builds lasting customer relationships.
Stages of Getting to Know a Product
It is often said that to understand a brand’s character, you should imagine it as a living person. Just like getting to know a person, it takes time to get to know and understand a product. It’s a process — and if something goes wrong during it, attention is instinctively lost.
Think of it as getting to know a neighbor. Simply knowing they exist doesn’t mean you’ll start interacting with them. There needs to be some shared activity or topic that touches you personally.
There are various concepts of how consumers get to know a product, but here we present the key stages that every user goes through before becoming a customer.
Awareness.
To be noticed, you must announce your presence in the market. Today, various advertising tools are used for spreading information, chosen based on a well-defined marketing strategy. Learning about a product or service is the first step, so it’s important to deliver the message precisely and effectively.
Interest.
At this stage of getting to know the product, a potential client discovers and understands the benefit that would help solve a specific problem or challenge they are facing. The product’s appeal depends not only on the price or purchasing terms, but also on how well it addresses the client’s particular need.
Trust / Decision.
The consideration stage is one of the most crucial: if a customer familiar with the product and its features decides not to buy or chooses a competitor, it means the communication was not fully successful. Trust and belief in the company and its product can be decisive, and these can be built through consistent communication of the company’s values, expertise, experience, and empathy — especially regarding what matters to or affects the client.
Purchase.
Ensure a smooth and easy purchasing process. The shorter and simpler the steps are for the customer, the better your chances of creating a positive experience — which leads to favorable feedback and repeat business.
Post-Purchase.
Your target audience (your clients) is the core reason your business exists. On one hand, working with them is easier because they already know you and don’t need to be reintroduced to your product’s features. On the other hand, maintaining the relationship and communicating in a timely and relevant manner is key to building loyalty. It’s important that your clients not only remember you but also share their positive experiences with your product or service.
So, if your goal is to build a long-term and sustainable business, reconsider your values, refine your communication strategy, and take the more challenging — but far more rewarding — route of client education. Remember: chasing quick profits is short-lived, and ultimately, it is not price or “special offers” that determine a business’s success.
