In Retailing the Trick is to Know the Competition - 
           Your Customers Do!

You have the right to promote your business in a way that distinguishes it ahead of every store that you compete against. If you make it a more inviting place to be, people will
prefer to buy from you instead of the competitors.

It is not the customers' concern why you are in business. People don't care if you need to make payroll, even if you have a hundred different diplomas or the most popular person in town. They only buy because of a benefit that your business provides. It is called --

      WIIFM (What's in it for me?)

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