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