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Many people who start a new business sometimes have an inferiority complex. After all, if you are the new kid on the block with the new business, why should anybody trust that your product is any good, you know what you are doing, or that you will be around to stand behind your product?

This is a normal attitude, but not one that is conducive to launching and building a successful enterprise. After all, it is not written anyplace that just because a company has been in business for 50 years means it sells the best product. True, companies that have been around a long time boast longevity as proof of quality. But one only need look at the complaints filed against the phone company, large computer manufacturers and on and on to know that just being in business for several decades is not a good benchmark of a quality product or good service.

So how do you publicize your start-up so you go head to head with your established competition?

First, if you are starting a business from scratch, not a franchise, it is more than likely you have been in the business before. Perhaps you worked for another company that has a track record and now you are out building your dream. If so, then your promotion should focus on your experience, not the length of time your business has had its doors open. A business is only as good as the people behind it. If you know what you are doing, then you can assure your customers you know the quality of your products or service, and you stand behind it.

Second, since you know the industry, you can talk about what is new and innovative in your business. Simply put, set yourself up as an industry expert, with the actual business being just a vehicle for your to deliver to your customers. If you are starting a new insurance agency, talk about insurance, not your agency. People are interested in your product and you, not in your agency’s history.

Every business owner must understand that getting publicity for a company requires the same process, skills and techniques whether the business is a start up or 30 years old. Determine what makes your product or service unique, how you fill customer needs and how you are the person they should come to when they need your product or service.

Remember, people buy products and services from other people, not from for walls and a cash register. Sell yourself, your expertise and your vision for how your product or service can make their life easier and better. If you approach your start-up like this, you may be in business for one week, but will look like you’ve been around forever.