Into The Limelight

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Into The Limelight

To stand out in a cluttered world, become a recognized expert

There are millions of small businesses vying for our attention. Yet, because the marketplace is more discriminating and skeptical, it's hard to get noticed. To enjoy the greatest return on your marketing efforts, you need to rise above the crowd. You need an edge over the competition. In short, you need to become slightly famous by establishing an expert reputation.

Not so long ago, expertise was equated with the number of years you were in business or the college diploma that hung on your wall. That has changed as people have come to be more interested in results. If you can deliver, people will be interested in you no matter how brief your business experience or how bare your walls are of diplomas.

Experts are sought after. They get more business with less effort and command higher fees. Journalists come to them for information. They are asked to speak at conferences. They out-position their competitors and break out of the anonymity trap because they know more and are recognized as knowing more.

Becoming an expert can help you achieve "top of the mind" awareness among members of your target market. By packaging your knowledge into articles, speeches, and workshops your name can immediately come to mind or be the first one mentioned when members of your target market turn to others to find what they need.

Publish

Publishing articles, columns and books are powerful techniques to establish your expertise. Publishing pre-sells others of your abilities and exposes you to thousands of prospects. And reprints of published articles make excellent, low cost sales literature, easily replacing expensive brochures, mailers, and newsletters.

Kimberly Stansell says publishing created tremendous name recognition for Research Done Write, her Los Angeles-based consulting and training firm. Her syndicated column "Bootstrapper's Success Secrets" appears in dozens of entrepreneurial publications, association newsletters and business web sites. "The name recognition my column has given me is tremendous," says Stansell. "I get invitations to participate in events and other business opportunities. And I can automatically charge higher fees because people assume I'm expensive."

There are endless opportunities to publish your expertise. Thousands of business, trade and Internet publications covering every imaginable industry and audience are fairly easy to break into, even for beginners. If you have a good idea, tailored to a specific readership, there are thousands of publications hungry for articles from business professionals.

Find A Podium

When Robert Middleton moved his marketing consulting practice a few years ago, he had to find ways to generate new clients. He immediately contacted local chambers of commerce, business groups, and organizations likely to be interested in his three-hour marketing workshop. Within months, Middleton not only had plenty of clients but also made a name for himself in Silicon Valley as a marketing expert for professional firms.

On any day, there are thousands of speaking opportunities available to small business owners who take the time to seek them out. To find an available podium to promote your business, contact clubs and groups in your community that conduct speeches and workshops. If you have a good topic that is relevant to their membership, most will be happy to hear from you.

Middleton sends each group an introductory package. It includes a cover letter naming other groups that have sponsored his presentations, a biography, a short description of his suggested talk, and comments from those who have attended his seminars. Middleton now conducts three to five such presentations a month, tailored to individual audiences.

Virtualize Your Expertise

Have you noticed that many high paid, respected professionals publish information materials? You can establish expertise, generate additional income and develop a compelling brand identity by developing books, booklets, e-books, audiocassettes, special reports and other information products based on what you already know.

CJ Hayden began life as a professional coach ten years ago in San Francisco. After years of delivering her "Get Clients Now" program to local audiences, she franchised her ideas and took them to a national marketplace. "I trademarked the name, taped a workshop, and wrote a 50 page workbook. I created an "out of the box" package so others could produce my program on their own." The success of her "brand extension" strategy even helped her land a book deal to publish Get Clients Now! A 28-Day Marketing Program for Professionals and Consultants

The best strategy is to create synergy between your products, services and reputation. Send information products to prospects. Use them for "back of the room" sales at speeches and workshops. Boost your profile by promoting products in articles, press releases, and at networking events and trade shows. Also, list your products in the catalogues and directories of trade associations, book clubs and business groups.

Keep It Going

Investors know that the best returns go to those who are patient. Not every article, speech or workshop or information product will make your phone ring off the hook. But, if you are consistent, you will develop an expert reputation that will help you land new clients and customers while making your business a recognized and reputable name in your marketplace.

About The Author

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.

steven@getslightlyfamous.com

In The News:

Yahoo! News: Top Stories

Jobless claims jump unexpectedly to 16-year high (AP)

AP - New claims for unemployment benefits jumped last week to a 16-year high, the Labor Department said Thursday, providing more evidence of a rapidly weakening job market expected to get even worse next year.

Bush would sign measure to extend jobless benefits (AP)

AP - Because of the tight job market, the White House says President George W. Bush would sign legislation pending in Congress to further extend unemployment benefits.

Dems: Napolitano emerges for Homeland Security job (AP)

AP - Arizona Gov. Janet Napolitano, an early Barack Obama supporter from the southwestern part of the country, is the likely choice for the job of secretary of homeland security, a top Obama adviser said Thursday.

Stocks point lower after jobless claims jump (AP)

AP - Fresh worries about widening unemployment added to investors' long list of concerns about the fate of Detroit's three automakers and the broader economy. The concerns weighed on stock market futures a day after stocks fell more than 5 percent.

Detroit automakers' rescue stalls in Senate (AP)

AP - A plan to give troubled U.S. automakers billions of dollars in government-backed loans is on life support, leaving the fate of hundreds of thousands of workers and Detroit's once-venerable car companies hanging in the balance.

GMAC files with Fed for bank holding status (AP)

AP - GMAC Financial Services has applied to the Federal Reserve to become a bank holding company, which would allow General Motors' financing arm to be eligible for aid under the Treasury's $700 billion bank rescue plan.

Astronauts vow remaining tool bag won't drift away (AP)

AP - Astronauts vowed to double-check, even triple-check, to make sure a bag of tools is properly tied down during a spacewalk Thursday so it doesn't float away like one did earlier this week.

Teen lives 4 months with no heart, leaves hospital (AP)

AP - D'Zhana Simmons says she felt like a "fake person" for 118 days when she had no heart beating in her chest. "But I know that I really was here," the 14-year-old said, "and I did live without a heart."

Taco Bell lawyers get tough with rapper 50 Cent (AP)

AP - Rapper 50 Cent is facing a challenge to his street cred from Taco Bell. Lawyers for the fast-food chain are calling his federal lawsuit, filed in Manhattan, another attempt to "burnish his gangsta rapper persona by distorting beyond all recognition a bona fide, good faith offer."

NFL says Cowboys' Pacman Jones can return Dec. 7 (AP)

AP - The NFL is giving Adam "Pacman" Jones another chance. Dallas Cowboys owner Jerry Jones said Wednesday the suspended cornerback has been reinstated by league commissioner Roger Goodell, but he must miss two more games this Sunday and the following game on Thanksgiving. He'll be back Dec. 7 at Pittsburgh.

Weekly jobless claims surge to 16-year high (Reuters)

Reuters - The number of U.S. workers filing new claims for jobless benefits surged last week to their highest level in 16 years, Labor Department data showed on Thursday, as a harsh economic environment forces employers to cut back on hiring.

Global job losses rise as recession plays on (Reuters)

Reuters - World economic misery spread on Thursday with forecasts of a global recession running well into 2009, Japan's exports to Asia falling for the first time in six years and job losses mounting.

Obama taps Arizona governor for homeland security: report (Reuters)

Reuters - U.S. President-elect Barack Obama's top choice to lead the U.S. Department of Homeland Security is Arizona Gov. Janet Napolitano, CNN reported on Wednesday, citing multiple sources.

Prospect for auto bailout dims (Reuters)

Reuters - Chances dimmed that a last-minute plan being crafted by Republican senators, with White House support, to provide $25 billion to bail out U.S. automakers would receive enough backing from Democrats to pass before the end of this week.

U.S. forces kill Qaeda leader wanted for attacks (Reuters)

Reuters - U.S. forces killed a senior al Qaeda leader wanted for planning suicide bombings, kidnappings and assassinations, including the abduction and killing of a U.S. army sergeant in 2004, the U.S. military said on Thursday.

U.S. pact can pass Iraqi parliament: minister (Reuters)

Reuters - A pact allowing U.S. troops to stay in Iraq for three more years has a chance of being approved by parliament despite some heated opposition, Foreign Minister Hoshiyar Zebari said on Thursday.

California court to hear gay marriage ban case (Reuters)

Reuters - California's Supreme Court on Wednesday agreed to hear a legal challenge against the state's voter-approved ban on gay marriage and let the ban stand in the meantime.

Woman posed as teen online in suicide case: attorney (Reuters)

Reuters - A Missouri woman established a fake identity online to torment a vulnerable teenage girl who later committed suicide, federal prosecutors said on Wednesday in a trial that is being closely watched by the burgeoning social networking industry.

Governments scramble to protect jobs as losses mount (AFP)

AFP - Governments scrambled to cushion the impact of the finance crisis Thursday with France launching a sovereign wealth fund and China unveiling a jobs protection plan as the car industry made huge new cuts.

Russia to send more warships to battle Somali pirates (AFP)

AFP - Russia announced Thursday it would send more warships to combat piracy in the waters around Somalia, as the Saudi owners of the Sirius Star negotiated with the pirates holding their oil tanker.

Into The Limelight

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