Billboards & Bumper Stickers
Develop dynamic advertising strategies that will increase your sales.
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."
Continue reading this article - and everything on Entrepreneur!
We make some of our best content available to Entrepreneur subscribers only. Become a subscriber for just $5 to get an ad-free experience, exclusive access to premium content like this, and unlock special discounts.
Entrepreneur Editors' Picks
-
Kale Was a Garnish Before This Creative Genius Made It Famous. Here's How She Did It — and What She's Planning Next.
-
Telling Your Brand Story Is Crucial. 4 Steps to Ensure That It Resonates.
-
This Baker Was Told Not to Speak Spanish With Colleagues, So She Started Her Own Cake Company That Values Employees Just as Much as Customers
-
Improving Yourself Takes 9.6 Minutes of Work Each Day
-
Meet the Women Behind Some of McDonald's Most Iconic (and Essential) Ingredients — and How They're Setting New Standards
-
Remote Work Shouldn't Be Up for Debate
-
Employees Are Over Foosball Tables and Free Snacks. Your Company Culture Needs This Instead.
