--Here is An Example or Two--

You might be a photographer and offer on-location wedding photography like many other photographers do. Don't just list "weddings" in your ad. Instead, offer your service by saying "Ask us about our 'Moment of Life' wedding photo package." If you sell walking aid equipment, don't promote your business by advertising, "Try latest walking aid." Say instead, "Try our 'Space Walk' for your next fun excursion."

--More Example--

Now, let's say you own a gas station along a busy highway with competitors on both sides of your store. You and your competitors put up same price. You want more customers, but you don't want to risk your profit by lowering your price any father. Instead, you put up a new sign that says, "We clean your car's windshield so it's clean!" The competitors also clean windshield but they don't SAY so, and customers aren't sure. When you drive into a gas station that offers full service, you "assume" they will clean your windshield, but you are not 100% sure. Putting up sign gives customers "confidence" and makes them think your service (and product) are special. You have just made your service different! But don't stop there. You can add, "We clean your car's headlights." or even "Clean washrooms are available."

Do you see how to make your products or services extraordinary and how easy it is? Do you think it won't work? Remember when you had to go to a washroom while you were on highway. Now, you can see BIG difference, can't you? Make your products or services different. Don't fight "cheapest price" war.

You might wonder why *I* don't try to find another, more reliable Avon Lady. The sad fact is, Mary's unreliability saves me money. Because I don't always have latest catalog, I don't make impulse Avon purchases. When I start to run low on a favorite product, I give Mary a call. If I had an Avon Lady who followed up with me regularly, I'd probably buy twice as much as I currently do. The money I save, however, turns out to be Mary's loss.

In order to be successful, we cannot afford to take a Mary-like approach to our businesses. We need to keep in touch with customers who have purchased from us in past--let them know about any new products or special offers. If we do, many of them just might purchase from us again. If we don't, many of them might wonder how we stay in business in first place, and look to other people to purchase goods and services they need.

Here's to your business success.