The New Rules

1.  Be Genuine.  The form that your message takes is no longer as important as the substance of your brand, the quality of your products and services, and your loyalty to the customer.

2.  No Grandstanding: It is becoming harder to buy sales leads through mass-effort marketing, such as direct mail, billboards, television, newspaper, internet and radio ads.  Consumers rely much more on other consumers' opinions and recommendations when they decide to buy.

3.  Provide a Unique Basket: The Internet makes product comparison shopping too easy.