6 Steps To Get Slightly Famous

A few years ago, Bruce Smith experienced ayears 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. Thesame 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 hiswent from blending into a sea of look-alike competitors
company from thousands of other travelto occupying a compelling market position. He charged
agencies.Then, he had a fortunate accident. His wifehigher fees, and he did not have to work as hard to
asked him where they would celebrate their firstget 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 whatother bookkeepers to use accounting software.4.
she was planning. Because he enjoyed the mysteryMaintaining 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 Veiledmonth ago? Just because you remember doesn't
Voyage, selling 'destination unknown' vacations tomean a potential customer will. To become 'slightly'
couples and others.Smith's clever branding strategyfamous, you need to have your message out there, if
was a hit. It not only helped him create a unique andnot 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 throughto make handwriting analysis his career, he embraced
referrals from happy clients who eagerly tell theirthe media, and studied newspapers, magazines, and
friends about The Veiled Voyage. He's regularlyradio and television programs to find out what types of
featured in newspapers, magazines and radioguests were in demand, and then looked for ways to
programs and was even invited to speak at a nationaltie his professional abilities to specific media. His
travel conference. Moreover, he's been able to extendstrategy paid off.At the height of the O.J. Simpson trial,
his brand with a major grocery store chain through ahe sent out a news release about Simpson's
lucrative co-branding relationship that has furtherhandwriting that resulted in several timely media
expanded his company.The 'Slightly' Famousinterviews. He later appeared on Court TV to discuss
YouSome business owners attract clients andTimothy McVey's handwriting, and was recommended
customers like magic. They do not cold call or rely onby the director of that program to CNN. A feature in
advertising. Yet they're regularly featured inBiography Magazine led to stories in the London Times,
newspapers and magazines and get invited to speakthe Dallas Morning News, and others.5. Enhancing your
at conferences. Everyone knows their name, and theycredibilityThe surest way to earn credibility is by
get all the business they can handle.It's almost asestablishing yourself as a 'recognized' expert with
though they were famous.In fact, they are, but not inintimate knowledge of your clients, customers and
the way movie stars and athletes are famous--they'reindustry. Experts out-position their competitors because
just slightly famous. Just famous enough to make theirthey are recognized as knowing more than their
names come to mind when people are looking for acompetitors.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 theyreach global markets. He strategically cultivated a
don't have to work so hard to get it.Want to join themreputation in his industry as a well-connected and
and enjoy this ideal state of affairs, where customersknowledgeable global beverage-marketing expert who
come to you? You can, but it may require a new wayis fluent in all the details of his business.Tibbitts monitors
of thinking and a new marketing strategy. Althoughglobal beverage trends on a daily basis while staying in
their efforts take different forms, underlying them allcontact with account managers at hotels and
are six basic principles.1. Targeting the bestrestaurants. He hosts a series of special events, 'Fred
prospectsSlightly famous entrepreneurs focus theirTibbitts Spring & Autumn Dinners with Special Friends,'
marketing to target the best prospects.Alex Fisenko isin 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 firstHospitality International Magazine and numerous
espresso shop in the 1960s. Since then, he's focusedindustry publications.6. Establishing your brand and
his energies and now sells his expertise on launching areputationSlightly 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 acan't touch. They make sure their brands strike an
training course called 'Espresso Business Success.'Hisemotional chord by bringing their business 'soul' to the
Web site, generates thousands of dollars a month inforefront of their marketing.When you meet Dave
products sales and consulting engagements in theHirschkop at a trade show, don't expect to shake his
United States, Thailand, South Korea, Belgium, Saudihand. 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 andpromote his popular line of 'Insanity' hot sauces.Dave
consultations than when I ran coffee shops,' saysestablished his brand by making the hottest sauce
Fisenko.2. Developing a unique market nicheSmallpossible. Instead of sensual pleasure, he promised pain,
businesses with a 'slightly famous' strategy establisheven danger. Now, Dave's Gourmet, Inc. steps to the
themselves within a carefully selected market nichefront of the crowded hot sauce category because he
that they can realistically hope to dominate.Danembraced a humorous branding strategy that resulted
Poynter, for example, is a successful self-publisherin fiercely loyal customers and great media
who started writing books about parachuting andexposure.When Dave introduced his Insanity Sauce at
hang-gliding over thirty years ago. Though it mightthe National Fiery Foods Show in New Mexico, he
sound as if his audience would be too small tomade attendees sign a release form before tasting
generate significant sales, he knew his market andfrom a bottle that came in a coffin-like box wrapped
where to find them. Best of all, he has the market all towith yellow police tape. His best, if unintended, publicity
himself!Rather than try to fight for attention in generalcoup 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 hasyou don't have to be insane. But, you must cultivate a
enjoyed steady sales of his books for more thanbrand identity that will become the guiding star of your
three decades.3. Positioning your business as the bestentire business. It will ensure that all your marketing
solutionPositioning is about identifying a key attribute ofefforts pull in the same direction. You'll waste less time,
your company not offered by competitors and that ismake fewer marketing mistakes, and stand out in an
clearly valuable to your target market.When Harryincreasing cluttered world.
Shepherd started his bookkeeping service a few