In a competitive environment, any innovation can create advantage. In fact, sometimes a distinctive style and spirit alone are enough to make you stand out in a crowd. At the very least, they show you care enough about what you do to do it assertively. But no matter what your style or how you make contact with your marketplace, first impressions are crucial.

Self-promotion can take many forms. The secret is to come across as being unique, without being overbearing. For example, one agent has become well-known to businessowners in her area by writing a series of articles on planning ideas for the local Chamber of Commerce magazine, and speaking to civic groups and service clubs. It's a great way to build identity and credibility.

Another producer, who markets exclusively to highly successful corporate businessowners, has a unique way of getting his prospects' attention. He has a letter of introduction to the businessowner hand-delivered to the prospect's secretary by messenger, along with a dozen roses and a note saying, "Please see that Mr. Big gets this letter." He then follows up by phone.

Also consider promotional brochures, leatherette proposal binders, four-color and/or PowerPoint presentations, these and other kinds of promotional tools can be expensive, but cost is relative. Business cases can be big-ticket sales, and, if properly managed, one case can generate years of sequential sales and spin off a host of new clients and on-profile referrals.