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