What is it about you, your company, your products or services that
others need to know? What sets you apart from your competition? In
other words, why would a potential client do business with you as
opposed to the guy across the street?
Periodically, all successful businessmen and women stop to answer these
questions as they carefully evaluate their businesses. It is crucial not only for you
to know the answers to these questions, but for others to understand them as
well.
We're all familiar with the old saying, "Advertising is a process, not an event."
The validity of this statement stems from the thought that advertising is an
ongoing process that begins with you in order to see business success.
When I think about advertising, I'm reminded that people do business with
people. It's a basic game of relationship building that takes time to develop and
grow. People will hold you accountable for what you promise them.
I finally met an individual the other day who caused me to completely understand








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