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Into The
Limelight - Be an Expert
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 sceptical, 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 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. 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.
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.
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