Finance4U is a small firm of financial advisers offering much the same services as their competitors but are far more proactive in their business marketing through focusing effectively on potential customer needs.

Finance4U spend a small portion of their time getting involved with local online discussion groups offering people advice on a variety of topics. The approach is very much soft-sell but produces valuable company branding for no cost.

A potential customer has been provided with useful advice about pensions from Finance4U via one of these web site forums, and has responded to the soft-sell offer by Finance4U to keep them informed about pension developments via their monthly email newsletter.

The customer receives a monthly update with subtle links into the web site of Finance4U for further information. Eventually, the customer is ready to purchase their pension and their natural choice is Finance4U as they've been helpful in the past.

Finance4U benefit from the new pension business and continue sending their new customer regular email updates about other services they offer, with links into further information on their web site. The customer later has a need to purchase more financial services and so goes to their trusted brand.

By this time, the customer is happy with the service they have received and when a friend mentions the need to make a will, the recommendation is to look at the web site of Finance4U.

It can't be stressed highly enough that viral marketing through personal recommendation is the most effective marketing of all so the companies who create the mechanisms that start that process are the success stories of the future.

Golden rule: In order to build a successful business don't rely on expensive marketing campaigns but focus totally on who the prospective customer is, how you can gain their trust, and how their satisfaction can bring you further business.

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