Airlines, Rental Cars, and Booklets

Reading an article this morning about factors contributing to the success of the low-cost Southwest Airline (aka the Small Business Owners' Corporate Jet!), I realized there were some useful messages in there for booklet authors. The one to share with you today is focused on "secondary."

Southwest Airlines has focused on serving secondary cities not well-served by the larger airlines. Southwest has done extremely well in doing so. Then there's Avis Car Rentals, who built a whole branding and marketing campaign on the idea that they were Number 2 (behind Hertz) in the rental car industry.

Rather than only approaching the leader in a particular field, what about contacting the second in line, that company or organization that labors to be first yet is not there? It's worked well for Southwest and Avis. It could be ideal positioning for you.

Until next time,
Paulette - who forever played in the second violin section of orchestras
www.tipsbooklets.com