A Word of Your Own

Don't use words that are already associated with another company.

Two companies cannot own the same word in the prospect'smind. Federal Express can own "overnight," but itcan't own "worldwide." DHL owns"worldwide." Don't try to usurp a word that'salready associated with another company; find a word that no othercompany owns. That's easier than trying to muscle in on someoneelse's territory.

The notion implies to small businesses as well. Take a look atwho your competition might be. For instance, if you operate in aregional market, then choose a distinguishing word that doesn'tappear to be used by anyone else in your area. Spend some timeresearching and exploring possibilities. Come up with just theright word or phrase that sets you apart, and dare to bedifferent.

Excerpted from 303 Marketing Tips: Guaranteed To Boost YourBusiness

Editor's Pick

Have More Responsibilities at Work, But No Pay Bump? Use This Script to Get the Raise You Deserve.
Black and Asian Founders Face Opposition at All Levels — Here's Why That Has to Change
Innovation

The Greasy, Glamorous Rise of Mascara

You won't believe the grimy gunk people used to smear on their eyelashes -- and still do.

Leadership

3 Expert-Backed Strategies for Blowing People Away With Your First Impression

Nothing is more important than a good first impression. The first five seconds are everything.

Business News

'Our Kids Aren't Even Safe To Order Food': Mother Outraged After DoorDash Employee Uses App to Flirt With Teen Daughter

One mom is going viral on TikTok after catching a DoorDash employee attempting to flirt with her 15-year-old daughter through the messaging service provided through the platform.

Business News

An NFL Rookie Scores a $514,000 Jackpot in Las Vegas

Los Angeles Rams running back Ronnie Rivers sat down to play 3-card poker and left a half million dollars richer.

Business News

Former Disney Actress Says She Makes 10 Times More Money Doing Porn: 'I Am Having So Much More Fun.'

Boy Meets World star Maitland Ward says adult films have liberated her from Hollywood and earned her a lot of money.