Rise Above Your Competition
Successful marketing means making your small business stand out from its competitors. Here are four steps to shedding a look-alike company image.
By Kim T. Gordon
Can your prospects tell the difference between your small business and its closest competitors? If not, it may be time to overhaul your marketing strategy. Differentiation is at the heart of long-term marketing success, and the acid test of marketing strategy is originality.
Let's take a look at an old slogan. Most of us instantly recognize, "Good to the last drop," as belonging to Maxwell House. This venerable slogan has been successful at differentiating the product from scores of competitors, including many that might otherwise appear to be virtually identical. Not only has it been hammered home year-after-year, the slogan works because it encapsulates the promise of the brand in a way that's uniquely valuable to the target audience.Gain a Competitive Advantage
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