With thousands of businesses rushing into cyberspace (recent figures show more than 10,000 new domain names registered last month alone!), it's important for your business to have a unique product or service niche. It's also crucial for your online presence to add value to what you're doing off-line. Otherwise, you're a me-too business that stands little chance of rising above the increasing noise level on the Net.
I am reminded of the "unique niche" problem every time I get a request for marketing advice from someone selling a MLM or network marketing scheme. Check out a newsgroup like misc.entrepreneurs or one of the business opportunities ad areas on a major online service, and you'll see lots of "Make Big Money" ads that basically all look alike. I'm often unable to help the people selling these opportunities, because they have failed to consider or even understand the importance of having something that offers a specific advantage to the customer. These people are...

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