Do you own a small company and are you interested in making sure that your message to your customer is indeed the right one? Do you have a competitive advantage over the competition? Have you identified that competitive advantage? If you do not find a competitive advantage then your competition will out sell you. Have you informed your target market of this advantage and what it means for them when they buy your product or sign up for your services? Once you identify your competitive advantage or advantages then of course you need to educate and inform your potential customers, target market, prospect and the public of this in a well-executed marketing program. Obviously having a competitive edge in any business is like money in the bank right? Well, yes and no. Yes of course if you take advantage of it and exploit it and Yes if you are able to communicate to your target market a simple message as to why they should shop with you. To sell to your customer you must understand this fact. But of course if you keep your competitive edge a secret from your customer and fail to use it to drive more traffic and sales to your business then it seems you are wasting this incredible advantage you have. Do you know your competitive advantage or advantages? Are you using these to the best of your ability? If so, good and if not, then why not? Consider this in 2006.