I wish my son found a different way to be unique and standout, but this simple example speaks to a similar issue companies must address. What is your companies' unique selling proposition or position? Why will potential customers choose your firm over many competitors available in today's global market arena?

New Webster's dictionary terms unique as:

U*unique", a. [F. unique; cf. It. unico; from L. unicus, ]. Being without a like or equal; unmatched; unequaled; unparalleled; single in kind or excellence; sole.

Are you presenting a unique reason for customers to come your way? More importantly, are you positioning your company with this unequaled or unparalleled product or service?

Back to basics Many times companies begin well. They start, intuitively, with a good product or service idea. They know what they do better than anyone else and they go out into market and do it. They gain some measure of success and then they hit a slight barrier. Usually it comes at $1-2M area first. Then, if company is lucky and continues to grow, they hit another barrier at $10million dollar level.

Paradoxically these barriers are a direct result of success in market. Understanding impact and effect of this phenomena is articulated in Marketing Tip #409 - Barriers to Growth, suffice to say most companies hit barriers due to employee growth rates, and mere issue of success -- not due to lack of available market. Simply put, companies tend to lose their direction , and focus. Basically they forget how they achieved their good results.

Global Marketing suggests that company CEO's and senior leaders must always pay particular attention to what they do best. Always get back to basics. Find ways to remind company, and potential customers reason for business. Companies must continue to enunciate, focus and bang away at unique selling proposition in your target market. Doing so will ensure that your company continues to gain market share, keeps customer confusion to a minimum and frightens your direct competitors. These are all good things.

Website promotion is not brain surgery, but it must be done correctly. Here are six of main components that should be emphasized in any good website promotion program:

1. Know Your Product, Describe it Clearly

2. Use Powerful Copy in Your Website, and Sales Materials

3. Create an Aggressive Link Program

4. Write Articles and Submit Them Everywhere

5. Turn Site Visitors into Leads

6. Get Instant Traffic with PPC Advertising

1. Know your product and describe it clearly

Many of us have difficulty telling other people exactly what we do. Imagine you're at a party, a meeting, or on golf course and you get asked inevitable question, "So, what does your company do?" What happens? Do you stumble around trying to remember what you told last guy who asked that question? Or do you have a clear, precise and memorable answer that you can recite back to them in one or two sentences.

It goes without saying that your clarity or confusion will be reflected in your website promotion. Make it one of your primary objectives to develop a clear explanation of your product or service, and your website promotion will fall nicely into place as a result.

2. Promote your product with powerful copy

If you want your website to create sales, then job of your most important pages is to get your primary selling message across quickly and powerfully before your impatient visitors click on to another site.

For your people audience you must get to point quickly and precisely, and with sufficient emphasis to impress your visitors that you know what you are talking about.

The Search Engines also demand a clear product definition and clear product descriptions. But in this case result should be Search Engine Optimized copy. This is because Search Engines do not read between lines. They look for clear indications of what your pages are about. And they make their decisions on basis of "keywords".

If task of "optimizing" your website seems too daunting, then look for a website promotion expert who can bundle this service with other promotional services. See "website promotion programs".

3. Create an aggressive link program

Trading links with "relevant" sites serves two important purposes. First, relevant links create an important source of direct traffic. A visitor to a related site will see link to yours, click on it, and become your visitor. Some estimates put percentage of internet traffic resulting from this kind of link as high as 21% of total traffic.