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The Financial Times Guide to Business Start Up 2014, 27th Edition by Sara Williams

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13

Getting the message across

Do you know what message you want to say about yourself, your product and your business? If you do not, how can your customers know? But knowing the message is not the end of the story. You have to decide who to send it to and how you are going to do it. If your message is not received loud and clear, your customers will not understand why they should buy from you or what it is they are getting. If they do not know the reason for buying, there will be no sales; if they have the wrong reason for buying, there will be dissatisfaction.

If you do not manage to communicate effectively the benefits of your product or service, your business will fail. The message, and getting it across, is crucial. Broadly, marketing ...

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