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6
Steps To Get "Slightly" Famous
by Steven Van Yoder
A few years ago, Bruce Smith experienced a slowdown in his Salt Lake
City-based travel agency. Airlines had eliminated his sales commissions.
The recession and recent terrorist attacks also took a toll. And because
the travel industry was ultra-competitive, he knew he had to find ways to
distinguish his company from thousands of other travel agencies.
Then, he had a fortunate accident. His wife asked him where they would
celebrate their first wedding anniversary. When he gave her a blank look,
she set about planning a trip-but wouldn't tell him what she was planning.
Because he enjoyed the mystery leading up to the trip, and the hints his
wife gave him, he repackaged his travel service as The Veiled Voyage,
selling 'destination unknown' vacations to couples and others.
Smith's clever branding strategy was a hit. It not only helped him create
a unique and memorable brand, but also made him 'slightly' famous.
Now, most of Smith's business comes through referrals from happy clients
who eagerly tell their friends about The Veiled Voyage. He's regularly
featured in newspapers, magazines and radio programs and was even invited
to speak at a national travel conference. Moreover, he's been able to
extend his brand with a major grocery store chain through a lucrative
co-branding relationship that has further expanded his company.
The 'Slightly' Famous You
Some business owners attract clients and customers like magic. They do not
cold call or rely on advertising. Yet they're regularly featured in
newspapers and magazines and get invited to speak at conferences. Everyone
knows their name, and they get all the business they can handle.
It's almost as though they were famous.
In fact, they are, but not in the way movie stars and athletes are
famous--they're just slightly famous. Just famous enough to make their
names come to mind when people are looking for a particular product or
service. They get more business - not only more, but the right kind of
business - and they don't have to work so hard to get it.
Want to join them and enjoy this ideal state of affairs, where customers
come to you? You can, but it may require a new way of thinking and a new
marketing strategy. Although their efforts take different forms,
underlying them all are six basic principles.
1. Targeting the best prospects
Slightly famous entrepreneurs focus their marketing to target the best
prospects.
Alex Fisenko is known in the world of coffee as 'the Dean of Beans.' The
60-something coffee expert started his first espresso shop in the 1960s.
Since then, he's focused his energies and now sells his expertise on
launching a successful coffee business to aspiring entrepreneurs. Alex
conducts coffee shop seminars and sells a training course called 'Espresso
Business Success.'
His Web site, www.espressobusiness.com,
generates thousands of dollars a month in products sales and consulting
engagements in the United States, Thailand, South Korea, Belgium, Saudi
Arabia, and Barbados. 'By targeting the best prospects, I now make more
money through book sales and consultations than when I ran coffee shops,'
says Fisenko.
2. Developing a unique market niche
Small businesses with a 'slightly famous' strategy establish themselves
within a carefully selected market niche that they can realistically hope
to dominate.
Dan Poynter, for example, is a successful self-publisher who started
writing books about parachuting and hang-gliding over thirty years ago.
Though it might sound as if his audience would be too small to generate
significant sales, he knew his market and where to find them. Best of all,
he has the market all to himself!
Rather than try to fight for attention in general bookstores, he sold
books to skydiving clubs, parachute dealers, and the U.S. Parachute
Association. He developed a reputation in skydiving circles, and has
enjoyed steady sales of his books for more than three decades.
3. Positioning your business as the best solution
Positioning is about identifying a key attribute of your company not
offered by competitors and that is clearly valuable to your target market.
When Harry Shepherd started his bookkeeping service a few years ago, he
realized that he was in competition with dozens of other bookkeepers
selling essentially the same thing. To stand out, he mastered a popular
accounting program and marketed himself as a 'QuickBooks Software Training
Consultant.'
Shepherd went from blending into a sea of look-alike competitors to
occupying a compelling market position. He charged higher fees, and he did
not have to work as hard to get new clients. Word spread fast among
accountants as they referred him to their clients. He even trained other
bookkeepers to use accounting software.
4. Maintaining your visibility
When was the last time your name appeared in print? Yesterday? Last week?
A month ago? Just because you remember doesn't mean a potential customer
will. To become 'slightly' famous, you need to have your message out
there, if not continuously, then often enough to keep your name alive in
customers' minds.
When Bart Baggett decided to make handwriting analysis his career, he
embraced the media, and studied newspapers, magazines, and radio and
television programs to find out what types of guests were in demand, and
then looked for ways to tie his professional abilities to specific media.
His strategy paid off.
At the height of the O.J. Simpson trial, he sent out a news release about
Simpson's handwriting that resulted in several timely media interviews. He
later appeared on Court TV to discuss Timothy McVey's handwriting, and was
recommended by the director of that program to CNN. A feature in Biography
Magazine led to stories in the London Times, the Dallas Morning News, and
others.
5. Enhancing your credibility
The surest way to earn credibility is by establishing yourself as a
'recognized' expert with intimate knowledge of your clients, customers and
industry. Experts out-position their competitors because they are
recognized as knowing more than their competitors.
Fred Tibbitts, Jr. founded Fred Tibbitts & Associates to help food and
beverage companies reach global markets. He strategically cultivated a
reputation in his industry as a well-connected and knowledgeable global
beverage-marketing expert who is fluent in all the details of his
business.
Tibbitts monitors global beverage trends on a daily basis while staying in
contact with account managers at hotels and restaurants. He hosts a series
of special events, 'Fred Tibbitts Spring & Autumn Dinners with Special
Friends,' in key markets, including Hong Kong, Singapore, and New York.
Tibbitts also contributes a column to Hospitality International Magazine
and numerous industry publications.
6. Establishing your brand and reputation
Slightly famous entrepreneurs use their smallness and specialty in ways
that corporate giants can't touch. They make sure their brands strike an
emotional chord by bringing their business 'soul' to the forefront of
their marketing.
When you meet Dave Hirschkop at a trade show, don't expect to shake his
hand. That's because he'll be wearing a straitjacket while standing before
a simulated insane asylum to promote his popular line of 'Insanity' hot
sauces.
Dave established his brand by making the hottest sauce possible. Instead
of sensual pleasure, he promised pain, even danger. Now, Dave's Gourmet,
Inc. steps to the front of the crowded hot sauce category because he
embraced a humorous branding strategy that resulted in fiercely loyal
customers and great media exposure.
When Dave introduced his Insanity Sauce at the National Fiery Foods Show
in New Mexico, he made attendees sign a release form before tasting from a
bottle that came in a coffin-like box wrapped with yellow police tape. His
best, if unintended, publicity coup happened when a show promoter had a
minor respiratory problem after tasting his sauce, and banned him from the
show.
To enjoy 'slightly' famous status, you don't have to be insane. But, you
must cultivate a brand identity that will become the guiding star of your
entire business. It will ensure that all your marketing efforts pull in
the same direction. You'll waste less time, make fewer marketing mistakes,
and stand out in an increasing cluttered world.
_____________________
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. |
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