A shopkeeper was dismayed when a brand-new small business, much like his own, opened next door on his left and erected a huge sign which read BEST DEALS.
He was horrified when another business competitor opened on his right, and announced its arrival with an even larger sign reading LOWEST PRICES.
The shopkeeper panicked until he got an idea. He put the biggest sign of all over his own shop. It read MAIN ENTRANCE.
There is no substitute for creativity. That shopkeeper could have spent a year’s profits on an ad campaign, mailings, giveaways, you-name-it, and probably wouldn’t have made as large an impact. A stroke of brilliance kept his business humming.