Don, I can relate to that. Many years ago we had a camper/canopy manufacturing business...and lots of competition from the little garage guys to big corporations in the same small town.

Came hunting season everyone placed their usual ads but mine out-pulled them all with a simple appeal to the hunters. While everyone was posting generic ads, mine said "Hunters, canopies designed with YOU in mind..." and then I told them how they suited their purposes with bulleted, brief, info.

Not only do you have to know your customer, you also have to appeal DIRECTLY to them or else you're just another one to check out, maybe.

Words, the right ones, do make a huge difference.

Sandi Bowman