6 Steps To Get Slightly Famous

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