Send them to networking contacts. If you’re a caterer and you’ve written an article on planning parties for healthy eaters, share article with a nutritionist or trainer you know.

Use them to spark press releases. Did a new industry development lead you to do a couple of hours of research and writing for an article? Consider that development’s newsworthiness. Might it make a story? Try turning it into a press release for local media outlets and provide your newsletter article as an example of your approach.

Republish a selection as a booklet. Gather articles that seem complimentary and publish them as a pamphlet. You can distribute this selection free as a special promotion or offer it for sale. Either way, be sure it addresses a specific customer for maximum impact.

Put your articles to work and watch impact of your newsletter grow exponentially!

Shepherd went from blending into a sea of look-alike competitors to occupying a compelling market position. He charged higher fees, and he did not have to work as hard to get new clients. Word spread fast among accountants as they referred him to their clients. He even trained other bookkeepers to use accounting software.

4. Maintaining your visibility

When was last time your name appeared in print? Yesterday? Last week? A month ago? Just because you remember doesn't mean a potential customer will. To become 'slightly' famous, you need to have your message out there, if not continuously, then often enough to keep your name alive in customers' minds.

When Bart Baggett decided to make handwriting analysis his career, he embraced media, and studied newspapers, magazines, and radio and television programs to find out what types of guests were in demand, and then looked for ways to tie his professional abilities to specific media. His strategy paid off.

At height of O.J. Simpson trial, he sent out a news release about Simpson's handwriting that resulted in several timely media interviews. He later appeared on Court TV to discuss Timothy McVey's handwriting, and was recommended by director of that program to CNN. A feature in Biography Magazine led to stories in London Times, Dallas Morning News, and others.

5. Enhancing your credibility

The surest way to earn credibility is by establishing yourself as a 'recognized' expert with intimate knowledge of your clients, customers and industry. Experts out-position their competitors because they are recognized as knowing more than their competitors.

Fred Tibbitts, Jr. founded Fred Tibbitts & Associates to help food and beverage companies reach global markets. He strategically cultivated a reputation in his industry as a well-connected and knowledgeable global beverage-marketing expert who is fluent in all details of his business.

Tibbitts monitors global beverage trends on a daily basis while staying in contact with account managers at hotels and restaurants. He hosts a series of special events, 'Fred Tibbitts Spring & Autumn Dinners with Special Friends,' in key markets, including Hong Kong, Singapore, and New York. Tibbitts also contributes a column to Hospitality International Magazine and numerous industry publications.

6. Establishing your brand and reputation

Slightly famous entrepreneurs use their smallness and specialty in ways that corporate giants can't touch. They make sure their brands strike an emotional chord by bringing their business 'soul' to forefront of their marketing.

When you meet Dave Hirschkop at a trade show, don't expect to shake his hand. That's because he'll be wearing a straitjacket while standing before a simulated insane asylum to promote his popular line of 'Insanity' hot sauces.

Dave established his brand by making hottest sauce possible. Instead of sensual pleasure, he promised pain, even danger. Now, Dave's Gourmet, Inc. steps to front of crowded hot sauce category because he embraced a humorous branding strategy that resulted in fiercely loyal customers and great media exposure.

When Dave introduced his Insanity Sauce at National Fiery Foods Show in New Mexico, he made attendees sign a release form before tasting from a bottle that came in a coffin-like box wrapped with yellow police tape. His best, if unintended, publicity coup happened when a show promoter had a minor respiratory problem after tasting his sauce, and banned him from show.

To enjoy 'slightly' famous status, you don't have to be insane. But, you must cultivate a brand identity that will become guiding star of your entire business. It will ensure that all your marketing efforts pull in same direction. You'll waste less time, make fewer marketing mistakes, and stand out in an increasing cluttered world.