Tightrope

Tightrope: Marketing Differentiation for New Businesses is a 'users manual' for a new entrepreneur. Veteran entrepreneurs, those in business three to seven years, can benefit from this book as well. The veteran business owners can read and compare the strategies given here against their daily practices. The marketing differentiation of a business is not a new concept. Many companies differentiate themselves as consciously and subconsciously by utilizing all of the many tools that are available to them within their marketing strategies. The problem with so many of these businesses that I write of here is that if they are aware of their differentiation strategies, they do not 'rinse and repeat' their strategies to their potential market bases. Companies that can identify ways to separate themselves from their competition practice their proven strategies to create space in their vertical markets. Marketing, for them, is constant, and, those businesses tend to have more successful advertising campaigns.