In the world of marketing you are always trying to find points of differentiation between your stuff and your competitors’. Creating value-added that no one else in the field offers, then communicating that message clearly, is especially effective. It wasn’t hard for me to find a great example of this today on 6th Ave. “Tell me off for $1.00” is brilliant. Just giving cash to someone on the street is charity. Squeegee washing of windshields creates negative value. The ability to vent your frustration with the world by telling someone off and not getting fired, hmm now we are getting somewhere. Just having the opportunity available is worth a buck, whether you vent or not.
Find your genius or your product’s value-added niche and communicate it. If you are different and better, you have to be able to tell that story to the world succinctly– like our entrepreneur on 6th Ave.