A little boy sat on the sidewalk selling pencils. “Hey mister, want to buy a pencil? They’re one thousand dollars each.”

The passerby was surprised by the price tag. “Are they special pencils?”

The boy said, no, they were just regular pencils.

“Well, that’s a little expensive for regular pencils,” the man said. “I don’t think you’re going to sell very many.”

The boy admitted the price was high, “But” he said, “I only need to sell one.”

Do you remember any jingles from when you were a kid? Depending on how long ago that was, you will immediately know that when you hear the word “Pokemon” that you “gotta catch ‘em all” or that the ingredients for a Big Mac are “two all-beef patties, special sauce, lettuce, cheese, pickles, onions on a sesame seed bun.”

Effective marketing is much more than buying a couple of ads. To grow your business, you need a comprehensive branding campaign. You have to identify your target audience and reach them BEFORE they are ready to buy. That way when they need your product, they will come to you first. After that, your winning customer service will keep them coming back.