How Unique Can You Get by Janice Jenkins
I have been advised by marketing gurus a lot of times and often I would hear this advice: �Be different�. The advice is always geared at being able to catch the attention of prospective clients. The idea is a basic one - one that will get the attention of customers or clients in a crowded marketplace. Your products or services must stand out in some way. The idea is to make prospectors distinguish your product or service from the competition.

There is no doubt that this is a sound advice because it will make you or your products and services stand out. But how different should you be?

A business executive once related to me his experience with this advice. This executive noticed that there were no brochure printing ads for their product. "What an interesting opportunity," he thought, "to make my business stand out to prospective clients." He spent over $500 on brochures but the result was not a single phone call.
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