Just because boss of a successful firm like yours drives a brand-new Bentley it doesn't mean you should rush out and buy one too. That won't guarantee success.

You're looking to find things that she did in order to afford Bentley in first place.

So find out as much about their processes and systems as you can and then look for evidence to support applying similar things that work for them to your business.

Subscribe to their mailing list. Visit their premises. Talk to their staff. Talk to their customers. Read their ads (or notice that they don't advertise). Network with them.

You can learn just as much from non-competing businesses too. So why not set up a support / learning group or see if a successful entrepreneur would be able to mentor you.

#3. Have A BIG Goal

Big goals, by definition, should be easier to hit than small goals. So don't think small - think big.

After nearly 8 years in business I still like to set regular, big, 90 day goals. I call these goals SHAGs - Short Hairy Audacious Goals.

Too many businesses focus on surviving. They think in terms of what they don't want. They miss opportunity to really succeed and then get what they were desperately trying to avoid - failure!

Focusing on what you don't want really doesn't work. If you don't want to fail you should focus on succeeding in a big way.

#4. Improve Constantly

Have goals and set targets. Know what outcomes you want and quantify them where possible.

Then work towards your goals using following cycle...

1. Implement (Do Something) 2. Measure (Test & Review) 3. Improve (Learn & Adjust)

As my friend and firewalk trainer Sanjay Shah says, if you simply improve by 1 percent a day, you'll have improved 300 percent (allowing for holidays) in a year!

#5. Don't Follow The Crowd

Look, we both know most businesses fail so don't do what most other businesses do or you'll get same results.

Don't just advertise because every other business seems to advertise. Make sure advertising will make you money.

Don't just do telesales because that happens to be service your local Chamber of Commerce is selling.

Don't measure turnover when profit and cashflow is usually more important.

Don't take on staff just because other businesses believe more people equals growth. More people often just means less profit!

Don't do same thing, in same way, to same people as every other business like yours.

Do something different!

13. Client List. List clients whether they are well-known or not. If your client list is extremely confidential, mention this in lieu of list. You can expand information by providing some brief background information about client.

14. Company Affiliates. If you have a formal affiliate program, add this information. If you use top quality vendors, add their information as well. Connection add flavor to being attractive.

15. Press Releases. Use releases with dates less than 90- days.

16. Publication List. If an author, where published. If short, expand by adding details about publication. A few summarized paragraphs will do. If you are or where a columnist or write your own electronic or printed newsletter add this information as well. Add copies only if relevant and current.

17. Speaking List. Have you spoken at events or to groups? List, if old, don't include when. Instead group by categories. Include panel participations.

18. Radio/television appearances. Guest or host, doesn't matter. Tell them where they can listen to any audio or video clips. I don't recommend including. They are too expensive to send and for receivers to store. You want to set availability information off in some sort of design element to make sure it isn't missed. To expand an appearance I like to suggest adding elements about how you got on show, what you did and didn't like, or other details about experience. Human interest stories always spark interest to media. Give enough to peak their curiosity.

19. Personal Story. What is your personal story about starting business, creating a product or service? Is it a rags to riches story? Usually people don't think they have a good enough story to include, however, that normally turns out to be fiction. Look for buried treasure, dust and polish to see shine. Someone that can write from a charge neutral standpoint is best for these.

20. Testimonials. You can spread testimonials throughout components using pull quote design effects. And also have their own page. To expand, enlarge font size or reduce margins.

21. Endorsements are personal acknowledgements. For media kits, credibility stands higher. They include more detail than testimonials. Add copies of special endorsement letters or just mention them in other components. Only add with endorsers permission. Products and book authors frequently include these. Be creative with this in your kit.

22. Reviews. Product or book reviews are not endorsements. Reviews give an overview charge neutral opinion. Reviews have their own language. To learn that language, read movie or book reviews.

23. Frequently Asked Questions (FAQs). This component is a must in every media kit. Normally, media reads these pages first or second. Formulate questions by asking media personnel. Don't guess what they want.

24. Photos. For trainers, speakers, or other professional services, color photos are too expensive to include and aren't necessary. A small 6x9 black and white is appropriate.

25. Community. Add volunteer projects you have worked on or positions you have held. To expand, add additional details about organization.

Note: Two-side pages count as one page.

When you are ready to send out a media kit, pull together pieces that fit, create a personalized letter, slip in contact person’s business card, usually same person signing letter, and its ready to mail or e-mail.

A beautifully designed media kit is nice but not necessary. Visual impact is important, yet, you can do this with a matching color theme and quality paper. Content needs to be first and foremost focus. Fancy-looking media kits but if it doesn't say anything to receiver, it’s trashed. Value is in information and news worthiness.