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This story appears in the June 1997 issue of Entrepreneur. Subscribe »

Many of today's products and services are so similar to each other that the only difference is in their marketing. Companies try to woo new customers with jingles, special effects, gimmicks, freebies and sales. Although these marketing devices can help, a serious guerrilla knows there are other marketing weapons with far more potency.

The most important of these are competitive advantages. If your widget doubles a company's profits, grows hair on bald heads or attracts lifelong partners, you don't have to use gimmicks, and jingles will just get in the way of clarity. Just the truth will do very nicely, thank you.

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