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One of the most timeless marketing books ever written is by Lorin Deland, Imagination In Business. It was published in 1909, and even today his theories still hold true.

It is believed that he was the first expert to ask the question Why should anyone do business with you over your competition?

Deland was a business consultant who specialized in sales and marketing almost one hundred years ago, yet the book reads like it was written just yesterday.

In his book he explains how a small shop owner came to him for advice. The retailer was on a busy street, and had four main competitors on the same block.

He asked Deland how he could grab a bigger share of the business on his street.

All of the retail stores were fairly close to each other and all were selling similar merchandise.

Deland told the retailer he was really only entitled to one-fifth of the business on the block, as there where in fact 5 stores. He then explained that for every dollar above that amount the retailer wanted to make, there must be a reason why he deserved a bigger share of the marketplace. And he had to create that reason, if he was going to get any more of the business!

Deland also said that if he discovers hes getting more than his share of the business, he should investigate what that reason is. Some customers travel on the line of least resistance, you must make that line of least resistance lead directly to your store, Deland said.

He then offered this final advice, Again and again you must ask yourself, Why in the world should these people pass four other stores and come into this one?

These same principles apply today, just as they did back then. Whether it is a merchant running a fruit stand in Little Italy at the turn of the century, or an online business that specializes in model airplanes, there has got to be a reason for people to do business with you over your competition.

What is your Unique Selling Proposition (USP) that sets you apart from your competition?
Is it a better product? Better service?

You must discover your USP and then show your prospects why they should do business with you, and not your competition.

Once you have your USP, be sure to share it with your customers. Let them know why it would benefit them to do business with you, and constantly remind them.

When you are writing about your USP, be enthusiastic, and it will get your customer excited. Enthusiasm is contagious and it makes people impulsive. Impulsive visitors turn into customers.

Then it is up to you to make them satisfied customers.

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This article describes how to use your keyboard, rather than your mouse, to work with shapes, text boxes, and WordArt in PowerPoint 2007 and other Office 2007 release products.

2007 Manual Missing Point Power12117