I get several e-mails each week from retailers offering the same golf balls clubs and accessories at the same price. Each of them also has a “loyalty club,” again offering very similar benefits.

How about your offerings? Do they bear a strong resemblance to those of your competitors? If so, you must rework them. In fact, the best advertising is built upon selling propositions that others simply can’t, won’t – or don’t – offer. 

Think it over, and come up with things that truly set you apart from the rest. You have but one advertising life to live. Don’t waste it on metooism!