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When you're promoting your product or service there are many basic things you can do. There are print ads, a website, postcards and fliers. You have to plan ahead to be sure you have everything taken care of by your target date. Sometimes the target is an event or publication deadline or your own personal deadline - 'This has to be done by June 1st! '

Ok, that's all pretty straight forward and there are tried and true processes for any of these campaign elements. But wait a minute, maybe you have a different idea. Maybe you have the urge to step outside the mold and create a different type of promotion presented in a unique way or at an unexpected time.

I certainly urge each of you to be creative and I also suggest you consider your audience when you're listening to your muse. Be sure your approach will be at the very least neutral and ideally exciting to your prospects. One way to measure if you're on target is to check out the leaders in your market and see what they offer in the realm of look and feel. I'm not suggesting you copy - on the contrary - but I do think the leaders have a lot to offer with their market research, longevity and possibly larger budget. While you're at it, check the leaders in other industries, you can pick up a lot from them as well.

Taking a little direction from the best is smart and when you couple it with your own ideas and enthusiasm you give yourself an edge. The word enthusiasm showed up here at the end of the message, but putting it out front when you're promoting yourself will easily double the effectiveness of your effort. Have fun and pump up your bottom line at the same time. Yes!