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Imagine looking into a forest where all the vegetation is

completely still, except for one tree that sways back and

forth as if guided by an invisible force.

Where do you focus your attention?

On the tree, of course!

That's your unconscious mind at work. It filters out millions

of bits of information to direct your attention to disparity.

This is one reason I stress being different when marketing.

Your mind's natural tendency is to direct you toward

differences. So why not use this trait to your advantage?

When done well, your marketing is the swaying tree -- and

often the first touch point -- for your prospects.

Make a strong impression and your marketing gains

attention immediately moves elsewhere.

Lately, struggling retailers such as JCPenney and Radio

Shack have turned into regular news topics. Online pictures

of empty shelves, unorganized clutter and stores in disrepair

continue to document JCPenney's troubles.

As a consumer, you see these problems when you walk in

and your buying interest instantly disappears, right?

Think about the last time you visited Radio Shack (it's

probably been some time). Ever notice how almost everything

is in boxes and other packaging? As a consumer, this first

impression does little to encourage you to play with the

products.

After all, when electronics shopping, isn't that what you want

to do?

Now compare Radio Shack with the inside of an Apple Store.

Apple also sells electronics -- but they do so in a way that

interests consumers.

Enter an Apple Store and you don't see aisles of boxed

products and packages. Each location is an adult playground.

You can touch and try out everything.

So what impression does your marketing give to prospects?

How is it different from your competitors? Are you delivering

value first?

Remember, in today's information-driven society, people

commitment. So anticipate your prospects' desires and be

generous with your knowledge.

Who else could benefit from this marketing insight? Please