The secret to a truly successful business lies within a keen understanding of the needs and desires of the market – and it is ultimately individual people who constitute that market. By connecting to those who want the products and services offered and communicating consumer benefits to them, businesses gain new customers and clients. But the problem faced by many entrepreneurs is that they either fail to define their potential customers or they lack the skills, resources, and strategies necessary to forge valuable relationships with them. Promotion is essential, and a focused and effective marketing plan to promote one’s business can easily double the customer base within four weeks. By following a few tips and engaging in some time-tested initiatives, the process can be both easy and lucrative.