Excellent day for everyone, today we are going to address a very important issue and that sometimes we neglect in business to pay more attention to other details, this aspect is communication. To the extent that we establish an effective communication system with our customers and potential customers to that extent will grow our company, business or enterprise. It is necessary to know the client and that knowledge begins with a communication process that allows us to understand what their needs, desires, wishes and what they expect from us as service providers.

In my years of work experience dedicated to organizational communication and specifically to consulting in the creation of brands, slogans and phrases that catch the consumer, I want to talk to you about the power of communication in the creation of our marketing strategies. For Ribero (1998) "communication is the most basic and vital of all needs after physical survival. Even to feed themselves, after prehistoric times, men needed to understand and cooperate with each other through interpersonal communication", this statement is the starting point in understanding our customers, for which we must first be clear about the kind of service we provide or produce and, which is embodied in our business mission and vision.

Now, let's think for a moment about our company and the service we offer; if we already have it clear and everyone involved has it clear, it is time to move to the world of communication with our customers, where we will start with the creation of needs in them from what we offer, remembering that the whole process of consumption and marketing of a good, service or product is anchored to an idea of need that the offerer puts in the mind of the buyer or as Ferdinand de Saussure (1916) would say a mental image with "Significance and meaning" of our product in the customer.

It is time to listen to what the customer wants and, based on this, to make an offer based on their tastes and interests linked to the needs created by our company where we will place our communication strategy. We have already heard many times "the customer is always right", however, if our ability as a businessman at a communicative level is not good, this phrase will end up sinking our company. The customer is right in what he wants and we are going to guide that desire or need towards what we can offer him and convince him that this is what he needs. A well structured speech is the basis of success in any negotiation, a well designed phrase in an advertising campaign gives us at least 40% advantage over our competition, remembering that communication is based on a well structured system of symbols that either in oral, written or pictorial form evoke in us sensations, thoughts and ideas that connect us with the environment; as Octavio Paz said "language is a sign, it is the greatest sign of our human condition".

All of the above helps us to focus from the marketing perspective on what we want to market through our communication strategy, which must catch the attention of our customers from the first moment, at this point I like to refer to an analogy that I was told in the school of letters and that is that in writing a book the first three lines are as important as the last, because in them is the initial impact with which we will capture the attention of our receiver (customer). In the creation of a slogan or phrases for advertising campaigns the amount of words is extremely important as well as the meaning they have. Very long phrases or slogans with complicated words alienate our customers.

Hence, an image with one or a few words are more than enough to tell people that they need our products and services, but to get there, I insist it is necessary to know in depth the people who will be our consumers and it is only through a communication system based on conversations either via telephone, mail, video calls and a host of options that give us social networks that we can achieve design a real communication strategy. And finally I would like to share with you the following phrase of Ribeiro (1998) "Life is an echo. If you don't like what you receive, pay attention to what you emit".

Ribeiro, L. (1998) La comunicación eficaz. Urano. Argentina.

Sausurre, F. (2004) Escritos sobre lingüística general. Gedisa. Spain.

Paz, O. (1997) Nuestra lengua. Congress of Zacatecas-Mexico.