Page 67 - Dedication

communicate with a certain company, you might carry out a
research about it, its products, services, target market and
brand identity i.e. all the components related to a product,
service or company. Some of these components are the name,
logo, slogan, typeface, tone, tag line, and shape that create an
appeal.

On the other side, if there is a need to communicate with a
specific clientele, new competitive products or services
should be determined as well as all information that are
related to them. This will persuade the clientele to seek your
announced products or services.

d- Identify the recipients' needs:

After a research on the recipients has been carried out,
their needs should be identified. For instance, when writing a
business-to-business letter of introduction, you can find that
the company you are communicating with needs your
products or services. On the other side, when researching your
target market, you might find that they need the products or
services offered by your company.

Hence, knowing the needs of customers helps in providing
relevant information about the business. It is also important to
inform the recipient about the benefits they can get from the

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