1. You, your market, your image
Coming up in this chapter
Decide what’s special about you
Are you ever at your wits’ end in trying to attract customers who you’re sure should be doing business with you, rather than your rivals?
You can be absolutely certain of one thing: you are different. Even if you make the same product or offer the same service as your competitors, there will be something unique to you that will appeal to your customers. This is what you must define at the outset and then ...