To succeed in today’s crowded marketplace where most of the products and advertising look exactly the same, a small business owner must stand out, shouting above the din with a message so clear and compelling that prospects stop and take notice. It’s a matter of business survival. Unfortunately, most entrepreneurs quickly retreat to the supposed security of sameness, soon to be lost in a sea of anonymity and a tidal wave of frustration. In effect, albeit at a subconscious level, they are saying, “I don’t want to be different”.

In back room offices and store fronts everywhere, salespeople are telling business owners they should do this or that kind of ad because it worked so great for their competitor. The owners nod and sign on. It’s already proven to be a winner, right? WRONG! 
(A) To make your advertising work, follow the principle if your competition is doing it, don’t.
(B) Following your competitor is a sure recipe for disaster.
(C) Win the battle without a fight.
(D) It will fill people with a sense of déjà vu.
(E) You will do it at your own peril.