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

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