2) Rise above the noise.
In today's highly competitive market, business owners have to highlight what makes them different from the competition. A question you should ask yourself is "why should people come to me rather than my competitors?". Look at areas and aspects of your business that set you apart and shine the light on this. If you own a family business going back 2 or 3 generations, be proud of this heritage and capitalize on it. It implies consistency of service, customer satisfaction and is proof of doing something right in order to stay in business for so long.
It is reassuring for the customer. If you specialize in 1 area, even if it is a niche market, celebrate the niche! It will attract clients who will be happy that you can provide a product or a service that is not available everywhere and they will spread the word for you. Remember, satisfied clients do not usually refer, enthusiastic ones always do!