4. Differentiate yourself.

How are you better than your competitors? What is different about your company? Is your product or service a higher quality than your competitors’? Is it less expensive? Do you have better customer service? Does your product last longer? Require fewer repairs? Why do your customers choose you instead of your competitor?

What problems do you solve? Make a list of your product’s features and benefits. Are they different than those of your competitors?

Try to describe your business in one short and succinct “tagline,” or positioning statement. This should be a clear statement of what you do and what you stand for in no more than eight or ten words. Coca-Cola, for instance, says Coke is “The Real Thing.” Once you create this short positioning statement, create your 30-second sound bite, also known as your “elevator speech,” to use when you introduce yourself in public. This is also what you will use to help you focus your marketing efforts.

5. Create a marketing plan and execute it.

Now that you know who you are, who your competitors are and how you are better than them, you can create a roadmap to follow—a marketing plan for your company. Remember to include measurable short- and long-term goals, specific strategies, and appropriate tactics to reach your goals. Then, put your plan into action and evaluate results, making adjustments as required.

(c) 2003 by Lois Carter Fay. All rights reserved.

2. Are you conducting educational seminars? Or, are you planning to speak at a professional organization's meeting?

3. Have you, or anyone on your staff, received an award in your industry? Has your regulatory board or trade association cited you for excellence?

4. Have you just elected your board of directors? Have you, or any of your staff, been elected to serve on board of directors for another company or volunteer organization?

5. Has your company sponsored a charitable fundraising event in community?

6. Do you offer an award or prize to your employees? This might be something like "Best Salesperson," "Most Health-Conscious Employee," or even "Give Me a Break!" (for employees who are never tardy or absent).

7. Have you started a new business? Significantly expanded your current services? Moved to new or larger offices? Substantially renovated your offices?

8. Have you developed a new or improved product? Have your existing products been on market for 10, 15, 25, or 50 years? Can you celebrate your product's "anniversary?"

9. Have you purchased any major new equipment? Is it breakthrough technology?

10. Have you increased your sales since last year? Is that unusual for your industry in today's economy? Or, have you maintained your volume in a declining market?

11. Is there something unusual about your company, such as having a totally smoke-free staff, or every employee in your firm driving an American-made car and recycling aluminum and newspaper?

12. Do you have a strong opinion on a local situation or community problem? Can you offer a solution? For example, a real estate salesperson might devise a creative answer to homeless problem.

Think These suggestions are just tip of iceberg. Put your mind to work! You are sure to discover many newsworthy ways to promote your business.

(c) 2003 by Lois Carter Fay. All rights reserved.