Guy Kawasaki writes about ideas from a new book by John Jantsch:
Narrow the market focus. Create a picture of the ideal client: what they look like, how they think, what they value, and where you can find them. Start saying no to non-ideal clients.
Differentiate. Strip everything you know about your product or service down to the simplest core idea. Make sure that the core idea allows you stand out.
Think about strategy first. Take everything youve done in steps one and two and create a strategy to own a word or two in the mind of your ideal client and prospect.
Create information that educates. You are in the information business, so think of your marketing materials, web sites, white papers, marketing kits as information products, not “sales” propoganda.