We've recently conducted an interview with Colin Pearce for one of his audio programs. We were talking about getting business on-line, and in particular how to stand out from the crowd. In other words, if there are tens of thousands of businesses like yours on the Web, how do you make yours stand out from the rest?
The answer is: You don't! You're not competing with every other book shop, every other travel agent, every other financial planner, or whatever other industry you're in. They are not all fighting over the same customers and clients. Instead, know your particular niche - whether it's a niche by geography, demographics or motivation - and do your best to attract them.
This is crucial for effective message management. Don't aim for "everybody" - you'll reach nobody.
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