STUCK IN A RUT Is your marketing stuck in a rut? Does it look, feel and sound like your competitors? Do you use clichés in your marketing? (Friendly staff of professionals? For all your blah blah needs?) STOP THAT. Your message is getting lost in a sea of boring BLAH. It’s not enough to SAY you’re friendly. You have to BE friendly. It’s not enough to SAY you’re helpful. You have to BE helpful. AND you have to communicate that in a way that is believable. (Which means backing