Have you been pushed aside in today's crowded marketplace? With so many products, representatives, and firms competing for consumer attention, the successful entrepreneur has to occupy a unique position in the prospect's mind.

Asking Questions

In "Guerrilla Marketing for the '90s," Jay Conrad Levinson urges readers to ask themselves basic questions like "What business are you in? What is your goal? What benefits do you offer? What competitive advantages?" He explains that "when you know the true nature of your business, your goal, your strengths and weaknesses, your competitor's strengths and weaknesses, and the needs of your target market, your positioning will be that much easier to determine, your strategies easier to plan."

In order to create an image in your customer's mind, you have to think strategically. Inform the customer about the market and your niche in it through advertising, via direct mail, in your brochures or on your web site.

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