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...himself the 'stealth' remodeler. A fuel oil dealer doesn't talk about service- he ...

... will keep you in the customer's mind. 8. NAME YOUR PRODUCT OR SERVICE: You can differentiate your products or services from all the rest by giving them distinctive names. A building contractor with expertise in remodeling during off-hours calls himself the stealth' remodeler. A fuel oil dealer doesn't talk about service- he emphasizes ComfortCare Service. The mission is to distinguish your product or service from your competitors by having customers identify your solution to their problems as more dynamic. Make sure, however, that the name you choose appeals to your ... , and not just to you. 9. BE RELENTLESS: Persistence is power in marketing and sales. Far too many firms fail because they don't follow through long enough to produce proper results. Marketing momentum comes from a consistent effort. Once you start a newsletter, issue it on schedule. It takes time for customers to comprehend what you are doing and for prospects to get acquainted with a business. 10. GET RID OF THE SELF-SERVING NONSENSE: Most company publications, ads, letters, brochures, and other sales materials ... filled with words, photographs, and information that do nothing more than toot the company's horn. No one cares that the business says it is the best, ' oldest, ' or the biggest. Pictures of the staff are only interesting to the staff. A better approach is to ask prospects what they want to know about your company. 11. TELL THEM EVERYTHING YOU KNOW: Today's customers want information, knowledge, and helpful ideas. You should try to share everything you know to become a valued resource to your customers. ...