Perceptions. Marketing is a battle of perceptions. Focus on the perceptions of your prospect, not the reality of your product

Benefits. Describe differentiated customer benefits, not the product

Difference. Be Different. Don't copy others, be yourself, think creatively, think outside the box

Category.  Create your own market niche and give it a name

Leadership. Position yourself as the leader in your market niche

Simplicity. Send simple messages to help customers make right choices faster

Partnership. Position yourself as a business partner, not a seller.