Get Slightly Famous

Subscribe to news clipping services, or do periodical Web searches on key words related to your niche.

Once a company has established a reputation as a thought leader, the rest of the industry, the media, academia, government policymakers, and the broader business community turn to that company for ideas and for insights.

“The key is to position yourself in your market as the expert, the resource, the only person your prospect would ever even think of doing business with, or referring to others.”

Your brand will integrate all your marketing around a core idea and vision.

It’s not about being all things to all people, but being a mini-celebrity to the right people. It’s about targeting your market and developing a reputation as a great resource—trustworthy, knowledgeable, and close at hand.

Your Niche: Meeting Unmet Needs Are there groups with needs you can serve that are not currently being met by other businesses?

If you have in-depth knowledge about a specific subject—and that subject can be your business— you qualify, too.

Identify points of entry, such as associations, related businesses, and the people who contribute to the world of your niche market. Your list should include: • Organizations they belong to • Places they network • Conferences or workshops they attend • Competitors and other businesses already serving them • Magazines or publications they read • Web

spend five hours a week learning about their clients’ businesses, anticipating problems and seizing opportunities, and pursuing opportunities to broadcast their thought leadership efforts to their market niche.