Keep your eyes and ears open

Understand the competitive market. Know the competition thoroughly, both their weaknesses and strengths. Check with your network members, visit your competitors' Web sites and read their newsletters. Summaries of their materials are often free.

Learn what markets and clients your competitors are serving. Identify the issues they're handling, the research they're conducting, and initiatives they're pursuing. See how their work fits with industry trends and where you stand in the competitive mix. Think about and adjust your marketing plan in accordance with your discoveries.

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