What makes a celebrity a celebrity? Why do we bother to keep up with the Kardashians or follow the latest exploits of Jennifer Aniston’s love life? Is it their riches? Their beauty? Or simply the fact that we’re bombarded with pictures of their faces, beaming up at us from every magazine cover and television advertisement? Whatever it is, celebrities have a certain draw that’s hard to ignore. They attract attention wherever they go (whether they want to or not) and their famous visages are recognizable almost anywhere.
With that in mind, it’s easy to understand the importance of becoming a celebrity in your field. Not only will your clients and prospective clients actively seek you out (instead of the other way around), but you never have to worry about your less-famous competitors stealing your spotlight. When you’re the celebrity of your niche, you garner authority, recognition, and appeal—the three things every business owner needs if they hope to become the number one choice among the people. When all is said and done, raising yourself to celebrity status is the most effective way to differentiate yourself from your competitors . . . and it’s as easily said as done. All you have to do is follow these four GKIC-inspired celebritizing tips:
1. Become the face of your company.
Your name and your company’s name should be interchangeable. When people say “Shaun Buck,” I hope you hear “The Newsletter Pro” (and vice versa). When people say, “Steve Jobs,” you without a doubt think “Apple.” Becoming the face of your company means that your clients will associate your business with doing business with you (after all, people like to work with people they know!), even if you’re not the one they’re actually talking to. When it comes right down to it, you are what sets your company apart from everyone else. Your personality, your values, and your standards of service. So, how do you do it? The first step to becoming the face of your company is investing in a custom, monthly newsletter. It’s the single easiest way to allow your clients to get to know you (and showcase your personality), short of inviting them each over for dinner.
2. Set your standards higher than your competition’s.
Sure, your job has a few minimum requirements, but becoming a celebrity means going above and beyond your clients’ expectations. If you’re a dentist, your minimum requirement is a doctorate degree from a dental school, but you can take it up a notch by participating in continuous education courses or serving on a high profile dental committee. No matter what your field of expertise, you can celebritize yourself by writing a book or getting published—anything to move yourself up a rung on the ladder of expertise. The higher you climb above your competition, the harder it will be for them to catch you. Not sure where to start? How about getting published in your very own custom newsletter? Providing your clients with beneficial, yet entertaining articles on a monthly basis is a perfect way to prove your expertise.
3. Become a specialist.
Ron Swanson (our favorite moustached Parks and Recreation character) once said, “Never half-ass two things, whole-ass one thing.” And while we might not use those same words, he definitely has a point. Rather than trying to be an expert in multiple fields, focus on being the expert in one field. Not only will you stand out as the clear choice within that niche, but “specialists” also tend to get paid more (not that you’re in this for the money . . . but it’s a nice perk). Think about it; if you’re in need of a brain transplant, and you have the option to choose between a general surgeon or a brain transplant specialist, who are you going to pick? That’s what I thought.
4. Advertise yourself.
Quick, someone tell me why Kim Kardashian is famous! Not a clue? How about Paris Hilton? Strike two! If they can be famous for the sake of being famous, so can you! All you have to do is advertise yourself. You can be the best at what you do, and the most qualified candidate in your field, but unless you advertise your many credentials, you’ll never stand out as a celebrity. Here’s the deal; display your awards proudly, sing your own praises, and showcase your expertise! Make yourself seem well-known and you will be. How? Offer to speak at events, get yourself a time slot on a podcast or radio station, get your name in the news if you can, or (drumroll please) invest in a custom newsletter! This is the easiest way to spread the word about all the amazing things you have to offer! Think of it as your very own People Magazine—your clients won’t be able to resist catching up on all the latest “celebrity gossip!”
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