To stand out in a cluttered world, you
need to be slightly famous
There are over millions of small businesses today vying for our attention.
Yet, the marketplace is more discriminating and skeptical than ever. To get the
greatest return on your marketing efforts, you need to rise above the crowd. You
need an edge over the competition. In short, you need to be to be slightly
famous.
For many small businesses, the best strategy involves establishing an expert
reputation that distinguishes you as the right person to address your clients'
and customers' needs. Unlike most businesses that are virtually unknown,
expertise lifts you from anonymity, positions you as the authority in your field
and helps you stand out from the crowd.
Small business experts Paul and Sarah Edwards, authors of Getting Business To
Come To You, note that cultivating an expert reputation means cultivating
"top of the mind" awareness for your business among your target
market. "You need to become so well-known in the right circles that when
someone needs what you have to offer, your name will either immediately come to
mind or be the first one mentioned whenever they turn to others to find what
they need."
Experts are sought after, get more business with less effort and command
higher fees. They also possess credibility that makes it easier to sell
themselves. Experts also leverage their reputations and spread outward in new
directions, packaging their expertise into articles, books, speeches, seminars
and workshops and information products.
Publish
Publishing articles, columns and books are powerful techniques to establish
your expertise. Publishing pre-sells others of your abilities and exposes you to
thousands of prospects. And reprints of published articles make excellent, low
cost sales literature, easily replacing expensive brochures, mailers, and
newsletters.
Kimberly Stansell says publishing created tremendous name recognition for
Research Done Write, her Los Angeles-based consulting and training firm. Her
syndicated column "Bootstrapper's Success Secrets" appears in dozens
of entrepreneurial publications, association newsletters and business web sites.
"The name recognition my column has given me is tremendous," says
Stansell. "I get invitations to participate in events and other business
opportunities. And I can automatically charge higher fees because people assume
I'm expensive."
There are endless opportunities to publish your expertise. Thousands of
business, trade and Internet publications covering every imaginable industry and
audience are fairly easy to break into, even for beginners. If you have a good
idea, tailored to a specific readership, there are thousands of publications
hungry for articles from business professionals.
Find A Podium
When Robert Middleton moved his marketing consulting practice to Palo Alto,
California years ago, he had to develop strategies to generate new clients. He
contacted local chambers of commerce, business groups, and organizations likely
to be interested in his three-hour marketing workshop. Within months, Middleton
not only had plenty of clients but also made a name for himself in Silicon
Valley as a marketing expert for professional firms.
On any day, there are thousands of speaking opportunities available to small
business owners who take the time to seek them out. To find an available podium
to promote your business, contact clubs and groups in your community that
conduct speeches and workshops. If you have a good topic that is relevant to
their membership, most will be happy to hear from you.
Middleton sends each group an introductory package. It includes a cover
letter naming other groups that have sponsored his presentations, a biography, a
short description of his suggested talk, and comments from those who have
attended his seminars. Middleton now conducts three to five such presentations a
month, tailored to individual audiences.
Virtualize Your Expertise
Have you noticed that many high paid, respected professionals publish
information materials? You can establish expertise, generate additional income
and develop a compelling brand identity by developing books, booklets, e-books,
audiocassettes, special reports and other information products based on what you
already know.
CJ Hayden began life as a professional coach ten years ago in San Francisco.
After years of delivering her "Get Clients Now" program to local
audiences, she franchised her ideas and took them to a national marketplace.
"I trademarked the name, taped a workshop, and wrote a 50 page workbook. I
created an "out of the box" package so others could produce my program
on their own." The success of her "brand extension" strategy even
helped her land a book deal to publish Get Clients Now! A 28-Day Marketing
Program for Professionals and Consultants
Success breeds success. Your goal is to create a synergy between your
products, services, and reputation so that each compliments the others.
Send information products to prospects. Use them for "back of the
room" sales at speeches and workshops. Boost your profile by promoting
products in articles, press releases, and at networking events and trade shows.
Also, list your products in the catalogues and directories of trade
associations, book clubs and business groups.
Keep It Going
Investors know that the best returns go to those who are patient. Not every
article, speech or workshop or information product will make your phone ring off
the hook. But, if you are consistent, you will develop an expert reputation that
will help you land new clients and customers and make your business a recognized
and reputable name in your marketplace.
Steven Van Yoder is author of Get Slightly Famous: Become a Celebrity in Your
Field and Attract More Business with Less Effort. Visit http://www.getslightlyfamous.com
to read the book and learn about 'slightly' famous teleclasses, workshops, and
marketing materials to help small businesses and solo professionals attract more
business.
Copyright © 2003 Steven Van Yoder
Get Slightly Famous is a Trademark of Steven Van Yoder
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