Every step you take to make your product or service known better to your customer base is a step in the right direction. And each time you think about your customers’ perspective and try to meet their needs with your product or service, you will be making a great leap in the right direction as well. Know that every time you do something in your marketing efforts to make your message more clear and relevant to your customers, you will be doing something that will bring you close to success and closer to your customers actually purchasing your product or service.
(excerpt from Chapter 18, Making Smart Marketing Decisions, <em>Market This!: An Effective 90-Day Marketing Tool)