Joe, great article. I agree if we want to stand out we have to be specific about what makes us better or different from someone else in the same industry. I will certainly take some of the things you said to heart when revising my advertising. By the way, your article probably also is helpful for financial planners, mortgage brokers and attorneys - basically all those professions where there is a lot of competition to choose from for consumers. Have a great day. Kerstin.

Thank you for posting this article. I learned a few new things and got some clarification / better understanding on things I had heard about before. Kerstin Brooks