One: No, it’s not. Your business isn’t different. Nor is anybody else - Dan S. Kennedy

If you want waiters in tuxedos with white linen cloths over their arms, menus with unpronounceable words all over them, and high-priced wines served in silver ice buckets when you go out for Italian food, our little restaurant is not the place to come. But if you mostly want good, solid, home-cooked pasta with tasty sauces made with real vegetables and spices by a real Italian Mama and will trade white linen for red-and-white checked plastic tablecloths, you'll like our place just fine. If you're okay with a choice of just two wines, red or white, we'll give you as much of it as you want, from our famous bottomless wine bottle — free with your dinner. This restaurant owner took competitive disadvantages and turned them into a good, solid, “fun” selling story.

Exhibit #2 ________ Director of Marketing Dear ________: Special, highly effective TV exposure at half the ordinary cost, even a smaller fraction of the ordinary cost — even free! Yes, it is possible. Our annual ARTHRITIS FOUNDATION TELETHON has moved to CHANNEL 10 (Phoenix' CBS affiliate), and we are offering an expanded, more flexible, more creative range of Sponsor Opportunities to businesses of all sizes in the valley. Many corporate sponsors last year actually participated spending little or no money — the funds were raised through fundraising events or promotions involving their employees or customers. For example, one major corporation used several Employee Promotions, and raised over $50,000.00. A small company used a Bowl-A-Thon with their employees, employees' family members, and friends, and raised $5,000.00. Both received excellent exposure on the Telethon. AND THIS YEAR, THE OPPORTUNITIES ARE EVEN GREATER.

Create jobs people really want and that good people won’t want to lose. Why should you do all this? Not to be a generous soul. Not to be liked. Not to win some award. So that your bloody axe is feared and you can be fearless in swinging it.