Years ago, Bruce Smith experienced a slowdown in his Salt Lake City-based travel agency. Airlines had eliminated his sales commissions. The recession and recent terrorist attacks also took a toll. And because the travel industry was ultra-competitive, he knew he had to find ways to distinguish his company from thousands of other travel agencies.
Then, he had a fortunate accident. His wife asked him where they would celebrate their first wedding anniversary. When he gave her a blank look, she set about planning a trip but wouldn't tell him what she was planning. Because he enjoyed the mystery and hints leading up to the trip, he repackaged his travel service as The Veiled Voyage, selling "destination unknown" vacations to couples.
Smith's clever branding strategy was a hit. He was featured in newspapers, magazines and radio programs and was invited to speak at a national travel conference. A major grocery store chain heard of The Veiled Voyage, resulting in a lucrative co-branding relationship that further expanded his company.
The "Slightly" Famous You
Like Smith, some business owners attract clients like magic. They don't cold call and do not rely on advertising. Yet they're regularly featured in newspapers and magazines and get invited to speak at conferences. Everyone knows their name and they get all the business they can handle.
It's almost as though they were famous.
Not movie stars status-- just slightly famous. Enough to make their names come to mind when people are looking for a particular product or service. They get more of the right kind of business without having to work so hard to get it.
Want to join them and enjoy this ideal state of affairs, where customers come to you? You can, but it may require a new way of thinking and a new marketing strategy. Although their efforts take different forms, underlying them all are six basic principles.
6 Steps To Get "Slightly" Famous
