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#400: Get Slightly Famous to Bring Business to You

Posted By Mark Haas CMC FIMC, Friday, September 24, 2010
Updated: Friday, September 24, 2010
Some consultants have a steady stream of business from their fame from books, speaking or research. I don't have anything other than my skills and experience. How can I generate some interest in my business.

Familiarity creates comfort and at least one of the components of trust. We are comfortable with things we recognize, including taking advice from people we know. How likely are you to consider a movie review from a stranger compared to one from someone you know? Celebrity endorsements are effective because the people doing the endorsements are familiar to us, even if we really don't "know" them.

So, if we aren't a celebrity, how do we create the comfort that will make it likely that prospects will welcome our calls? Furthermore, what do we need to do to turn the corner and actually get them to seek us out?

We don't have to be really famous to get attention. In the absence of a full blown media campaign, though, we do need to identify that one thing that allows us to just be "slightly famous"? How do we define that one niche of our work for which we could be known? How do we translate that, without a complex marketing plan, into a presence in our target industry? How can we use cause marketing to differentiate ourselves from others? How do we actually create brand loyalty, not just awareness?

Tip: Using his journalism skills, results of his research and experience creating brands for his solo practitioner clients, Steve Van Yoder has captured the straightforward elements of bringing clients to you in Get Slightly Famous: Become a Celebrity in Your Field and Attract More Business with Less Effort. The concepts are relatively simple - not necessarily effortless. Unlike lots of books on creating marketing gravity for your practice, Get Slightly Famous lays out a focused process for better defining your unique value and attracting media, attention and business. As the economy starts to recover, this is the perfect time to get your publicity in gear.

© 2010 Institute of Management Consultants USA

Tags:  brand  brand management  market research  marketing  referrals  social media 

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Comments on this post...

Michael E. Cohen CMC MBA says...
Posted Tuesday, September 28, 2010
Now Mark, you need to give us a taste of some of these concepts for getting slightly famous. Good book reviews do this, and although your tips are not book reviews, they virtually always provide valuable ideas. But here you've left us hanging on this nitriguing topic and tip title.
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Mark Haas CMC FIMC says...
Posted Tuesday, September 28, 2010
OK, I'll bite. Steve focuses on ways to place yourself in the prospective client's mind, not as "the" expert, but at least as "an" expert. you don't have to be Lindsay Lohan and be famous for troubles with the law, but you do need to be recognized and vouched for by enough people to provide you a steady stream of interested clients. Ways to do this are to be "out there" through webinar or speaking engagements ( depending on your preferred style and need to reach geographically or subject matter targets), how (and whether) to use media to get visibility and a little respect, using technology, perhaps more than you are comfortable with, and how much to use local social, service, business and networking groups. The book is a quick read but one to keep on hand to refer to every so often to see what kind of visibility you need now that you either did not need a few months ago or weren't yet ready to use.
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