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6 Steps To Get Slightly Famous

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




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