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Customer – клиент
Solution – решение
Target consumer – целевой потребитель
Frequency of purchases – частота покупок
Market research – маркетинговое исследование, изучение конъюнктуры рынка
Essential – основной
Ongoing process – непрерывный процесс
Imperative – настоятельный, обязательный
Appealing – обаятельный, привлекательный
Complimentary – бесплатный (поздравительный, приветственный) 
For instance – например

To find out – разузнать, выяснить
To afford – быть в состоянии (сделать что-л.), позволить себе (что-л.)
To attract customers – привлекать клиентов
To consider proposal – рассмотреть предложение
To evaluate the strategy – оценить стратегию
To acquire new customers – получать (приобретать) новых клиентов
To gather information – собирать информацию
To carry out a survey – проводить опрос (анкетирование)
To spread the word – распустить слух (idiom)

How to Attract Customers

Attracting customers is the first thing you should know when you consider starting a business. It's also an ongoing process every day in the life of your business. Hello, I'm Peggy Collins, and I'm here to tell you how to attract customers.

It's been said that people only buy three things. Essential needs like food and shelter. Solutions to problems. And things that make them feel good. Consider these things when evaluating your strategy for acquiring new customers.

It's imperative to first determine who you want to attract as a customer. If you're selling dental equipment, the answer is easy. Dentists. For most businesses though, identifying the intended customer isn't quite that clear or obvious. Find out everything you can about your target consumer using whatever resources are available to you. Market research professionals can help you with everything from surveys to focus groups. But if you can't afford that route, use the Internet to research basic demographic data, such as age groups, gender or ethnicity for your community. Find out their buying habits, like preferred shopping locations or merchants, frequency of purchases and what they buy. Ask lifestyle questions to find out how they spend their time, and who influences their purchases, like children, pets, or aging parents for instance. Now, you should have a pretty good idea of who your ideal customer is. And the info you've gathered will help you determine the most effective method to reach them, where to reach them, and what offers would be most appealing to that customer.

Next, this information can be helpful in determining the tone of your message. For example if your customer is a female, age thirty to thirty-five with school age children, you might consider sponsoring a kids event, or offering a gift certificate for school supplies with a purchase of school uniforms.

It's also wise to consider offering a complimentary service of particular value to your customer, such as karate schools that provide free transportation after school. Or dry cleaners that offer free delivery and pickup. Everything you do should be about attracting and keeping customers, from the sign on the front of the building to the way you answer the phone and greet customers upon arrival. The little things here can make a big difference with your customer. So meet a need, provide a solution for a problem, and reach out to them where they live.

To attract new customers, advertising is really essential no matter what form it takes. It might be an ad in the local newspaper , a radio or television commercial, banner on a high traffic website, e-mail marketing, a creative promotion, or a charity event. But to have the desired effect you must know your customer, period. Hiring a good advertising agency can save you countless hours, frustration, and plenty of money in the long run. Remember it costs a great deal more to acquire a new customer than it does to keep the ones you already have. So treat them like the treasures they are, and they will help you spread the word and attract more new customers. These are just a few tips on how to attract customers.

Wishing you good luck and good business, I'm Peggy Collins.

Be creative: The best ad


Be motivated: Creative thinking

Some time ago I received a call from a colleague. He was about to give a student a zero for his answer to a physics question, while the student claimed a perfect score. The instructor and the student agreed to an impartial arbiter, and I was selected. I read the examination question: "Show how it is possible to determine the heigh of a tall building with the aid of a barometer."

The student had answered, "Take the barometer to the top of the building, attach a long rope to it, lower it to the street, and then bring it up, measuring the length of the rope. The length of the rope is the height of the building." The student really had a strong case for full credit since he had really answered the question completely and correctly! On the other hand, if full credit were given, it could well contribute to a high grade in his physics course and to certify competence in physics, but the answer did not confirm this. I suggested that the student have another try. I gave the student six minutes to answer the question with the warning that the answer should show some knowledge of physics.

At the end of five minutes, he had not written anything. I asked if he wished to give up, but he said he had many answers to this problem; he was just thinking of the best one. I excused myself for interrupting him and asked him to please go on. In the next minute, he dashed off his answer which read: "Take the barometer to the top of the building and lean over the edge of the roof. Drop the barometer, timing its fall with a stopwatch. Then, using the formula x=0.5×a×(t×t), calculate the height of the building." At this point, I asked my colleague if he would give up. He conceded, and gave the student almost full credit. While leaving my colleague's office, I recalled that the student had said that he had other answers to the problem, so I asked him what they were. "Well," said the student, "there are many ways of getting the height of a tall building with the aid of a barometer. 

For example, you could take the barometer out on a sunny day and measure the height of the barometer, the length of its shadow, and the length of the shadow of the building, and by the use of simple proportion, determine the height of the building. "Fine," I said, "and others?" "Yes," said the student, "there is a very basic measurement method you will like. In this method, you take the barometer and begin to walk up the stairs. As you climb the stairs, you mark off the length of the barometer along the wall. You then count the number of marks, and this will give you the height of the building in barometer units." "A very direct method." "Of course. If you want a more sophisticated method, you can tie the barometer to the end of a string, swing it as a pendulum, and determine the value of g at the street level and at the top of the building. From the difference between the two values of g, the height of the building, in principle, can be calculated." "On this same tact, you could take the barometer to the top of the building, attach a long rope to it, lower it to just above the street, and then swing it as a pendulum. You could then calculate the height of the building by the period of the precession". "Finally," he concluded, "there are many other ways of solving the problem. Probably the best," he said, "is to take the barometer to the basement and knock on the superintendent's door. When the superintendent answers, you speak to him as follows: "Mr. Superintendent, here is a fine barometer. If you will tell me the height of the building, I will give you this barometer." At this point, I asked the student if he really did not know the conventional answer to this question. He admitted that he did, but said that he was fed up with high school and college instructors trying to teach him how to think.

List of questions for discussion

1. What kind of advertisements do you like?
2. What is you favorite advertisement?
3. In your opinion, which of the following advertising practices are acceptable:
- using children in advertisements
- using nudity in advertisements
- promoting alcohol on TV
- comparing your products to your competitors’ products
- exploiting people’s fears and worries.
4. Which of the following statements do you agree with?
- people remember advertisements not products
- advertising raises prices
- advertising has a bad influence on children
5. Newspapers and TV are advertising media. Can you think of others?
6. Which celebrities from your country are used in advertising? Which products or types of products do they advertise? Do you think this kind of advertising is effective?
7. What are the main sources of advertisement in your country?
8. In your opinion, can one trust an advertisement?
9. Can people make a lot of money by means of an advertisement?
10. Have you ever been cheated with an advertisement? Was it tough experience for you?
11. Which goods are the most profitable to be advertised?
12. Do you pay your attention to an advertisement while whatching TV or you just switch the channel?
13. Which advertisements do you find the most appealing?
14. Do you find a lot of advertisements in the Internet? What do you think about it?
15. Do you consider advertisement as the main way of attracting customers?

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