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Billboards & Bumper Stickers

Develop dynamic advertising strategies that will increase your sales.

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This story appears in the December 1996 issue of Business Start-Ups magazine.

Build A Better mousetrap and customers will beat a path to your door, right? Wrong--unless you advertise, says Richard F. Gerson, owner and president of Gerson-Goodson Inc., a marketing, management and consulting service in Clearwater, Florida, and author of Marketing Strategies for Small Businesses (The Crisp Small Business and Entrepreneur Series, $20. To order, call 813-726-7619; mention this article for free shipping and handling).

"You must promote that mousetrap," Gerson says. "To do that, you must first know your unique selling position. What is different or special about your product or service that will make the customer want to buy it? Then, determine your unique marketing position--such as being the friendliest florist in town, or the most service-oriented or the lowest-price provider. After you have defined your niche, then define your customer base."

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