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Jun-5-2007
“The more often someone sees your name, the more predisposed they are to buy from you.” If you believe this statement, and I do, then read Get Slightly Famous by Steven Van Yoder and find out how to ring up more sales. Subtitled Become a Celebrity in Your Field and Attract More Business with Less Effort, it is a handbook and guide for developing your public relations platform. Oh, I should mention that just reading this book won’t do the trick. But creating a to-do list for you based on its wisdom and suggestions and then following it rigorously will speed the process. You can pick it up daily, weekly or monthly and ask yourself, “What can I do today to get my company’s name out there?” The answers are abundant and accessible. Divided into chapters that focus on your target market, creating your brand and tools for attracting attention, you can easily flip to any page and find inspiration and motivation for attracting attention your way. Some examples of what Get Slightly Famous is about: Would you remember if someone introduced himself at an after-hours as “the funniest tax guy in America”? Not only would you remember him, you’d more than likely want to find out more, even if you weren’t looking for a “tax guy.” Part of the author’s mission is to help you create your own memorable niche. He helps the reader figure out, using an easy-to-read bulleted list of questions, just what your unique qualities are and how to craft them into a promise to your customer. Volumes have been written on positioning yourself in the marketplace. The author simplifies the process for you and illustrates the memorability factor In addition, a “Real-World Success Story” is featured every few pages with evidence and a short description of how each particular strategy works. On one day, the strategy may be to attend a networking event that’s on your calendar. Roger Miller, company president of R.A. Miller & Company, Inc., relates his success story based on a form of networking advocated by Yoder. Miller became actively involved in a high-profile trade association in his target market—the packaging industry—so that he could meet the “movers and shakers.” “His involvement helped him establish trust, while demonstrating his knowledge, expertise and competence.” The result was landing his first big contract to modernize the packaging of a multinational company. According to Miller, “for small businesses, rubbing shoulders with key decision-makers and developing a stream of high quality leads is one of the most effective ways to grow a business.” Get Slightly Famous is filled with profiles that related specifically to the tool or technique Yoder wants you to master. There are also multiple “Tips from the Guru” that reinforce the author’s message. In Chapter 3—“The Brand is You”—Terri Lonier, president of Working Solo and recognized authority/guru on the small office and home office (SOHO) market, offers this wisdom: “My interests, like my brand, are always evolving. Each year I consider my biggest pains and design the coming year to focus on the most promising opportunities.” By living and experiencing your own brand and market niche, you can easily monitor the pulse of your client base’s needs. One of the most valuable chapters in the book, especially for the business owner who is beginning to establish a brand, is Attracting Media Attention. It lays out, point by point how to create a press kit, how to position yourself, give a great interview, pitch your story, write a press release, and more. The sample release that’s illustrated is invaluable to the busy entrepreneur who simply wants to see what one looks like. Get Slightly Famous leaves no stone unturned. It includes all the tried-and-true methods for creating buzz. The book also explores and explains newer media applications. While most companies have a Website, marketing it may be an area to read more about. Also, it offers the ins and outs of creating e-newsletters designed to raise awareness of your company yet are easily published. When you read this book and take advantage of its wisdom, your phone will start ringing with customers as well as the media. Don’t worry though! The book also offers wisdom for how to look your best on television, how to prepare for that important interview and other guidelines to have you show up for maximum results. Overwhelmed by the possibilities contained in Get Slightly Famous? Even if you’re only slightly interested, you can begin by turning to any page in this book and find an easy and encouraging starting point for your share of celebrity.
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