Become a Category Leader Stand out from the crowd by focusing on your expertise.
Computers used to fall into a single category, but now there arecomputers, mainframes, mini-computers, fault-tolerant computers,supercomputers, workstations and PCs. If in your business youcan't develop an entirely new category for what you want tooffer, try to create a category within an existing category. Thatway, you'll be seen as a leader.
One entrepreneur in particular saw this as an opportunity to setherself apart from her competition. She ran a dog-grooming serviceand was literally getting clipped by the other businesses, whichcould handle more and larger animals than she could. So instead ofbowing out, she became the czar of care for small, exotic dogbreeds. She developed a category within a category and trained herstaff to see themselves as grooming specialists, too.
Excerpted from 303 Marketing Tips: Guaranteed To Boost YourBusiness
