To have a chance of success, a new product (including a book) should have at least three recognizable advantages over its competition. And every book has competition, regardless of its content. In retail sales you have competition for shelf space, media placement, airtime, readers’ wallets, reviewers’ time, etc. In non-retail sales you are competing against budget money, coffee mugs and other sales-promotional products. Know the value of your competition to your prospective buyers, and how your content stands in comparison.