Developing a communications campaign is simple to set up, as long as you plan effectively and remember the four Cs
Generating new business is simple. “Really?” I hear you say. It honestly is. The problem is, most people go about it the wrong way. They start by selling. But you can’t sell something people don’t know they want yet.
In order to use your marketing and communications to drive new business, you have to create desire around your brand. If you look at the most successful brands in the world, they are not selling a product, they are selling a lifestyle. The launch of the new iPhone 7 is a classic example. The new phone is not so drastically different from the last one but everyone believes that it will have a huge effect on their lives. If people want to live the lifestyle your product offers, they will buy your product or service without you directly selling to them.
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Source: Guardian