A truly remarkable product will create wealth and opportunity more quickly and more easily than any other top notch product in the marketplace. Even if your product or service isn't any more remarkable than the competition, YOU can be remarkable and keep those customers coming back.

Your product or service comes first, though. You will be doing your business a big favor not to mention your bank account if your product or service is uniquely different than all the others in your market.

Seth Godin wrote the book Purple Cow to explain what this means. The picture of a purple cow standing out in a field surrounded by brown, black and white cows, says it all.

Your product, your "purple cow" must make your customer or client stop, turn around, stare, and say, "Look at that!"

How will you know if your product or service is "remarkable?" Give out samples, asking for the sampler's feedback for your brochure or website. People love the idea of being named online.

If you get raving reviews, you know you have something remarkable. And be sure to reward the customers that helped you.

Let’s say you don’t have raving reviews, but you’re convinced it is still a quality product. What then? Find the unique way it might meet the needs of your customers. Is it more convenient than another similar product, is it more attractive packaged with another product or service? Use these qualities in your marketing pieces and remember to emphasize the pain avoidance and pleasure/reward angle in your ad copy.

You can make a quality product into a remarkable one by providing top notch customer service. This will make YOU remarkable. Customers will think of YOU first, then your product.

Hers is a good example: Every airliner is the same. Each plane has to meet all the safety requirements, be flown the same way, land at all the same airports, etc. etc.

So, why would you choose one airline over another? Service is one major factor. Not the only one, but a major one . "They were so nice to me during the flight" you say. What happens when they aren't nice, even once? You never fly with that airline again. And you always tell your friends why.

I recently purchased a kids' cartoon VHS for my daughter online. I found a vendor for this hard to find, unpopular title in an outdated medium, through a much larger web shopping portal you would all recognize. I got the standard email notice saying that the order was shipped, etc., etc. But what I read next was unexpected, and remarkable. The vendor, who was selling old VHS titles (which is by the way, not the hottest market = something unremarkable) set up a customer account with a login and password all ready to go. With ONE CLICK, I could be back on their site, logged in immediately, and shopping again.

The remarkable thing about this is I was never at their site to make the initial purchase and yet, here I am back again without any laborious re-typing of information. I had never seen that before in all my shopping for deals from small vendor on the internet.

The key to being remarkable especially in a flooded market or with a not so remarkable product, either as an individual or a corporation is to promote YOU. YOU provide remarkable customer service. YOU are the key to your business success. People remember remarkable people. Customers buy from remarkable people.

So, BE REMARKABLE!

Dorothy Lam is a Business Consultant, helping ordinary people earn extraordinary income from home.

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