It's the best of times because information technology, and the Internet in particular, has in many ways leveled the playing field for soloprenuers and business professions. What was once available only to companies with lots of capital and resources–such as having an international presence–are available to anyone with a computer and Internet access. You can, literally create a product today and be selling it to businesses around the world tomorrow.

But technology has always been a double-edged sword. Accessibility is accessibility for Everyone. Technology doesn't discern who or what is behind an offer which is why most of us are deluged by spam, junk mail, junk faxes, and telemarketing.

The unfortunate result is we become immune to most marketing appeals. Human beings are wonderfully adabtable. Our brains can only process a finite amount of sensory input and as the number of sales appeals have increased, our brains have simply become better at filtering.

If you're a innovative small business owner selling something businesses and individuals need, this can be frustrating. How can you connect with prospective customers who would benefit from your products and services with so much noise in the background?

There are three strategies you can use to make sure your prospects don't develop immunity to YOUR marketing messages:

1. Make your marketing distinctively yours.

In my opinion, the single biggest mistake most small business ownersmake with their marketing is failing to distinguish themselves from their competitors. That's too bad because there are so many ways–manyof which are simple and inexpensive–to create an attractive, memorable brand. Ask yourself what it is that makes your products andservices distinctive and preferable given the choices available to your customers. Then ask yourself if your marketing message reflectswhat makes you different and special. If you're challenged to come up with much, there's a good chance that your marketing is going outbeneath your prospect's radar. You're broadcasting but they're not picking up the signal.

2. Make your message appropriately personal.

Authentic, personal messages seem very rare these days. That's whyI'm such a fan of handwritten notes. A handwritten note or even a sincere, personal email is something most people give extra attention
to. Why? Because it says that the sender took some time to think about the recipient; it sends the message "You matter to me" and "You're not just a name in our database."

"Appropriately" personal means your messages should be appropriate tothe depth of your relationship. Mail merge technology makes it easy to personalize mass mailings so instead of a generic greetting, "Dear subscriber" an email begins as "Dear Mary," because the sender collectedthe recipient's first name and can automatically insert it after the "Dear." Used wisely, such features make otherwise impersonal mailingsto feel more intimate. Unfortunately, this technology has also led to some marketers sending smarmy, overly familiar messages such as "Mary, I need your help now!" or "Mary, you won't believe the shocking offer we're making!" Yuck.

"Relevant" refers to offering something your customer or client wants. Yes, I said "wants" not "needs." Not because needs are irrelevant butbecause most folks are far more interested in getting their wants met…at least at first. A message that says, "we have what you want" makes it past the filter more often than a message that says "We havewhat you need." For example, a disorganized entrepreneur WANTS to get their taxes done so they don't get fined. They may NEED a better system to organize and manage their finances but the accountant thatoffers to take their grocery bag of receipts, organize them, and file a tax return will get attention a lot faster than the accountant who offers a financial management system. Once the taxes are dealt with,the entrepreneur may be open to implementing an organizing system but their immediate pain must first be addressed.

Many business owners also miss the opportunity to ask their currentand prospective customers to take action. The type of action I'm referring to is something simple and easy. In an email or on awebsite, the action is to click a hyperlink to download a free article. In a newsletter delivered by post, the action is to call to geta free estimate. When someone takes an action, it is a way, again, of creating connection and making an impression. Or conversely, a way toavoid becoming so much flotsam and jetsam that gets caught in your prospect's mental filter.