To effectively market to clients and potential clients, you need to know who else out there is wooing these people and what their "romance" tactics are. Do they seduce with purchase incentives? Are they blanketing the market with irresistible mailings? Do they have a compelling pricing strategy?

Once you know what your competitors are up to, you can focus on differentiating yourself from them. You must be able to answer the question, "Why should I buy from you? How is your product or service different from theirs?"

Start by doing some research:

• Name your top five direct competitors
• Start a file on each, identifying their weaknesses, strengths and pricing strategies
• Keep a "swipe" file of their advertising and promotional materials, plus any newspaper/magazine clippings that feature their company
• Take note of how often they advertise, sponsor promotions and offer sales
• Keep track of their community involvement—do they underwrite the Little League? Hold fundraisers? Loan their office space to charity organizations?
• Write down the similarities and differences between your product or service and theirs

Knowing thy competition and what they have up their sleeve will help you market more effectively to your desired market—and win their hearts (and wallets) in the process.