How small businesses approach a larger audience

Small companies can never dominate the media by advertising. But the good news is you don't need to, because more and more customers want personal attention and customization, and no one does that better than a small business.

Target just these customers with a laser instead of the world with a shotgun. And, instead of talking about yourself the way advertising usually does, ask prospects and customers what they want. Then listen well.

And you must train your people to do this, too. When you identify what customers want, find a way to give it to them, which will allow you to run circles around the big guys, with or without media.

One the most important elements small businesses should leverage is the warmth of personal relationships. The "big box" isn't a warm-and-fuzzy place; but the storefront where Mr. or Ms. Entrepreneur works must be.

There is nothing wrong with advertising by small businesses. But don't try to dominate the world with it; spend your resources targeting customers through performance and building long-term relationships.