The Superman Effect – Did you know that Superman appears or is mentioned in every Seinfeld episode? It’s true, largely because Jerry kept a Superman figurine in his apartment that popped up in background numerous times during each episode. For small business marketers, Jerry’s Superman equates to your core business. With so many marketing opportunities to consider, it’s easy to lose sight of your primary business in pursuit of new revenue streams. Unfortunately, this can often leads to collapse of your business. Take a page out of Jerry’s book, and be sure to keep your core business (your “Superman”) a part of everything you do, even if it is only in background. Every opportunity and every possible marketing strategy that you consider must relate back to your core product/service offering to ensure continuity of your business. Don’t allow yourself to become so sidetracked that you end up chasing marketing opportunities that detract from your current strengths. When evaluating a new business opportunity, ask yourself “How will this new marketing or business idea impact on my core business?” before you begin a new marketing venture.

The next time you are watching a Seinfeld Rerun, be sure to look for hidden small business tips in each episode. You might find that it wasn’t a show about nothing after all.

In today's market, there are just over 2000 variations of Root Beer on market. What differentiates one from another? They all have same basic ingredients, though they offer some small differences in ingredients. These slight differences in recipe makes for slight differences in taste.

In end, it is not differences in taste that sells more of one than other. The difference that defines market share is packaging and marketing.

So, make a determination of what your product or service will be, then package it and market it in such a way that people want your version as often, if not more than your competition! Market your differences, not your similarities.

Diversity is key to success. Packaging and Marketing are tools.