Have you ever noticed that many businesses in the same sub sector or industry all have basically the same types of marketing? And as a customer does it ever turn you off? Do you ever feel like they are all just trying to get your money and trick you into buying from them when they are really all the same? Of course you probably chose one company over another and had a good reason why however, do you ever stop and wonder why they all have the exact same marketing?

As a business person yourself to you ever wonder why any company would ever do this? Some people say they do it because it works and yet why would you want to subscribe to an Industries Association Norm and run red line on the same track, using the same car, under the same rules as everyone else? If it works that makes sense, but if you are only doing as well assured competitors and that is not good enough.

It is time to stop copying your competitors marketing strategies and start considering what the customer wants and what you can do for them. When your marketing material keeps comparing yourself against other competitors and they are trying to compare themselves against you one has to wonder if you are in it for the customer or simply the competition. You need to run your own race and you need to win that race.

Just because most everyone else in the industry is doing the same thing does not mean it is the best way or that it works the best. In fact, there may be several other ways to market to your target customer without copying anyone. And by finding the new strategy you will have differentiated yourself from your competitors and you have a potential to hyperspace them. Please consider this in 2006.