You don’t have to purchase a behemoth competitor for tens of millions of dollars to stay special in the minds of consumers.

In fact, there’s a lot you can do that costs very little:

• Provide terrific customer service. I called Apple’s customer support line with a question and it was answered in less than three minutes. By someone who spoke perfect English, who was clearly working within our borders.
• Communicate with your customers constantly. Even if only by e-mail, a pleasant stream of communications ensures you keep you stay top of mind. Far too many technology companies simply stop communicating. There’s no excuse for this, and, often, no recovery from it.
• Of course, your messaging must be effective. It must focus on your customers’ lifestyle and not on your technical specifications.
• Allow people to experience your product before owning it. There’s a reason that 90 percent of the physical space inside an Apple Store is dedicated to product interaction. The company is demonstrating what’s special about Apple. Of course most companies can’t afford hundreds of retail locations. So how about demonstrating your product experience online? Or in a video? Or via the testimonials of your many happy customers?
• Teach people what’s great about your product’s core functionality. Don’t worry about the 10 percent that differentiates you from the competition. You care a lot more about the competition than your customers do. Stay focused. Hone in on your major value, and shout it from as many platforms as possible.

It’s easy to stay special. But it also takes some consistent, disciplined effort.

Will you put in the work?