I think it was Dan Kennedy who coined the famous question that every marketer needs to ask themselves at least once in their career: Why should I, your prospective customer,  choose to do business with you versus any and every other category available to me, including doing nothing at all? Why you? Why should they choose to do business with YOU? (or ME for that matter) The answer, of course, is that you ideally need your customers to come to you, which means two things: ONE: Not trying to be everything to all people TWO: Becoming unique by going niche […]