If you've been in the same business for a while, often all
you're conscious of are the successful advertising approaches
in your field. As a result, you and your competitors are going
after the same prospects in virtually the same way. (The
cents-per-minute wars of long-distance phone services come to
mind.) In some cases, this may be a perfectly acceptable way to get
your fair share of the profits, live comfortably and avoid risky
forays into uncharted territory. But if you're just keeping
your head above water, your goal should be to break away from the
pack, and your advertising needs to reflect that. This is another
good reason to scout out advertising in industries far removed from
your own for a possible way to shatter the mold.
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First Class Inc., 517 S. Jefferson St., #301, Chicago, IL
60607, (312) 322-1002
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