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Finders Keepers How to attract customers and keep them coming back for more.

By Kylo-Patrick R. Hart

Opinions expressed by Entrepreneur contributors are their own.

Customers are the most important ingredient in any entrepreneur's recipe for success. First, they provide much-needed revenue in the early days of your new business. Then, if you've done your job right, they go on to become satisfied, repeat customers who spread the good word about your business to others--generating referrals and more business for you.

Finding and keeping customers is one of the most essential aspects of running a new business. Initially, your goal is to let potential customers know that you and your business exist. Once they've had the opportunity to try your product or service, you'll want to do everything in your power to keep them coming back.

To successfully find customers, stress your venture's Unique Selling Proposition (USP) as frequently and clearly as possible. This is a carefully worded statement of the important aspects that set your business apart from your competition. Rather than focusing exclusively on features, point out how your new product or service will benefit your customers. Features are selling points about your product or service; benefits are more specific ways that your product or service will enhance your customers' lives. The answers to the following questions will be benefits: How will it save them time or money? How will it make their lives more efficient or enjoyable? How will it solve their problems or fill their needs? How will it be superior to similar offerings from your competitors?

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