So often, we come up with an idea for a product or service we think is great, or a clever marketing idea that we're sure can't miss. We put it out there thinking the world will jump on this brilliant idea, and ... nothing.

How can you go wrong when you have a great idea? How can clever or witty or beautiful ads go unnoticed? Is there any way one can predict the behavior of potential clients? The unfortunate truth is that a lot of very good ideas just don't make it. Why? How can you find out if an idea has potential, if your marketing and branding will bring in customers?

Ask. The first step in marketing a product or service or selling a company's brand is making sure it's the right product, service or brand. You have to find out if you have it right. The way to do that is to ask. Survey.

There is not a single aspect of your business that can't be improved through the proper use of survey techniques. That's a pretty bold statement. But it's true. Everything and anything can be surveyed. Certainly, before launching a new product or service, a survey can tell you if anyone is interested. It can tell you how to package it and what color it should be and how to position it among its competition.

But back up from there. How about a survey to determine what the new product or service should be in the first place?

Just about every business owner thinks he knows his audience, who they are, what they want, what they think about the company or product or service, what "position" the company owns in prospects' minds. And some do indeed know some of these things about some of their clients some of the time. And a few others are pretty good at guessing these things about their clients and prospects.

Still, it's easy to miss the mark on a guess or partial knowledge. Instead, what if learning about and understanding clients' needs and expectations became the driving force behind development of new products and services? What if the company's brand, mission and image reflected the desires and opinions of its clients?

Sometimes what looks to others like brilliance or even luck in achieving marketing goals, is simply the fact that one company understands its product and how it is actually perceived by customers and potential customers. Business owners are often surprised when they see survey results that differ from their own opinions. However, most savvy marketers have discovered that determining the state of the prospect's mind gives you answers, gives you the clever ideas that can work. But the answers come from the client, from the marketplace, not from the marketing manager, or the boardroom or even the CEO.

There is nothing too trivial to survey. You can survey clients and prospects about products and services, about how your staff treats them, about packaging, about promotional materials, even the emotional response to your company or product. Try it. Ask your clients and prospects one question about your company or product. You might be surprised at the responses.

Never underestimate the willingness of people to give their opinion. Ask your clients. They'll appreciate it. Furthermore, it will keep you in contact with clients, help you learn from your mistakes, spotlight potential problem areas or new opportunities, keep you from guessing, and tell you what business you are in and what position your company holds in that business.

Tips for surveying: Do not discuss or attempt to justify survey responses during the survey. Take the information given and write it down without alteration. Tally responses when you are no longer getting different answers. Never act on a single opinion. Act only on the majority response. Always act on the majority response.

Visit http://www.pinscreative.com to learn more about writer, designer and consultant, Cynthia Pinsonnault. You can also subscribe to Pinsonnault Creative's free monthly "Solutions" newsletter for more leading edge tips and tools for building your brand through effective marketing, graphic design, Web site development and communication: http://pinscreative.blogspot.com/

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