I enjoyed this book a lot. Get Slightly Famous: Become a Celebrity in Your Field and Attract More Business with Less Effort by Steven Van Yoder presented a practical approach on how to grow your business. The key to "Slightly Famous" success as described by Yoder is to establish a niche specialty as the first priority, then promote that expertise by employing marketing strategies in a variety of media and communication venues. 4-out-of-5 [NordicTrack] Ski Stars.
p.4 Being Slightly Famous is about being a mini-celebrity to the right people. It's about targeting your market and developing a reputation as a great resource. Your goal is to become the lord of a small profitable domain of your choosing.
Six basic principles: 1) target the best prospects, 2) develop a unique market niche, 3) position your business as the best solution, 4) maintain your visibility, 5) enhance your credibility, 6) establish your brand and reputation.
Small businesses with a "slightly famous" strategy flourish by establishing themselves within a carefully selected segment of a market. They target a market niche that they can realistically hope to dominate.
p.14 Because you will be selling products and services that are customized to the specific needs and predispositions of a select group of people, you can often charge more. Your products and services serve a market that can't be served easily by alternatives.
p.17 "By narrowing my market niche to aspiring coffee shop owners, I now make more money through book sales and consultations than when I ran coffee shops."
p.33 Your brand will convey personality, mystique and drama. It will become the total aura around your business that cannot be duplicated by anyone else.
p.39 Merely doing good work or selling good products is no longer enough. By identifying and authenticating a product or service, branding delivers a pledge of satisfaction and quality. A brand promises value.
p.42 Your expertise communicates your individuality, something that nobody can duplicate.
p.46 Centers of influence are always present within their target markets. Visibility is part of their formula. They make sure their prospects hear from them on a regular basis.
p.53 Advertisers and marketers agree that the more often someone sees your name the more predisposed they are to buy from you.
p.57 The Media need you. If you make your expertise and experience available where it's needed you can help the media do its job while getting valuable exposure for your business.
p.59 Slightly Famous marketers never measure success in column inches but rather by how much their reputation is spread and enhanced among the right people.
p.69 Before approaching the media for any type of story, you should assemble an introductory packet about your business--in other words, a press kit. Company background, current info, biographies, fact sheet, photos, article list, customer references, past media coverage...
p.74 Pitching stories to the media begins by seeing your business from the media's perspective.
p.82 Good description of a well-structured press release...
p.183 Information products are especially appealing to service businesses whose only saleable asset, otherwise, is billable hours. Once you've done it, you've created assets that can then be sold and resold over and over again.
p.186 Having products puts you into a whole other category. You are seen as an instant guru. Not only do you get more respect, people don't argue about your prices or question your abilities.
p.194 From Robert Bly, "I tell virtually every self-employed professional, as well as many small business owners, to define their niche specialty, write a book about it and get it published."
p.197 No one cares who published your book.