Top of Mind

The Importance of Communication

Companies need to win their customers’ trust and confidence to become the first provider that buyers consider – their “top of mind” choice. Altruistically helping your clients can boost your firm into this high-priority position.

Imagine thinking of a friend, and just as you do, he or she suddenly calls you or shows up. “Is it a message from the universe? Or is it simply random chance?” You might not have enough data to know, but either way, you’re likely to exclaim, “I was just thinking of you!” Your ability to trigger such associations – to get people to think of your products or services as soon as they need something in your field – could determine the success or failure of your business. Your goal is to inspire people to think of you at the right time. When they have a need, you want to be top of mind.

The Internet Revolution

During much of the 20th century, most professional thinking about marketing and advertising focused on promoting products and deploying salespeople. For many years, businesses found that the most effective way to sell was to send out a salesperson to highlight...