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The Cato Conclusion
April 26, 2011                                                          Volume 699

“These depressed economic days mean you must now market more effectively using far more innovative efforts.”

Five Ways To Become Famous
By Forrest Wallace Cato, RFC®, RFMA®

You actually have the ability to position yourself as the leader in your target market. You can become extremely well-known in  your geographical region. You can be the most noted professional in your area. You can be perceived as the most respected and most accomplished professional available there. You can be famous right where you are -- where becoming famous would help you the most. (Or, You Can Remain Unknown)

You can become one of the top ten best known people in your community. You can benefit hugely, by leveraging your enhanced identity, by marketing based on your stronger profile, and by utilizing the impressive status that comes with this desired type of regional fame. You can be the person in your market area that prospects in your market area have heard “many good things” about. You can “own” this marketing advantage, or you can allow your competition to have this marketing advantage.

Being famous enables you to add one-to-three hundred thousand dollars worth of valuable targeted media exposures a year to your marketing efforts! You can benefit from this without having to pay one-to-three hundred thousand dollars a year for this valuable recognition. Would this help you attract and serve more and better clients?

Loren Dunton, founder of financial planning, told me many times, “Most financial advisors (Most Professionals) fail to understand the importance of fame. They also fail to realize that they can actually become famous in their market area. Thus the majority squander this opportunity. They do not have the budget to become famous nationally or internationally. But it is very affordable to become famous locally. The vast majority simply do nothing to acquire fame. This leaves their market area ripe for the agent or planner who intelligently attempts to become famous in his or her marketplace.” With fame you can take business away from most anyone.

Amateur Efforts Get Amateur Results

Very often, professionals (ignorant about how to benefit from media exposures) receive some important publicity results (like a cover story and feature article in a magazine, for example) but fail to properly capitalize on this opportunity by merchandising these results. Thus such people get little benefit from the valuable media exposures. Many times I have seen professionals, otherwise knowledgeable and technically savvy, waste priceless magazine cover exposure after they appeared on these magazines. They waste this and other valuable publicity coverage because they have no idea how to use any of this to get what they want. The do-it-yourself self-promoter is usually an amateur who fails to ever realize that it is the aggregate of media exposure that is essential to becoming famous. Your desired image results from a series of ongoing small exposures over time, not from immediate fantastic results due to one big overnight exposure. I have met lots of amateur media self-advocates, but I have never met one amateur media self advocate who even suspected that he was an amateur media self-advocate.

If you are such an individual, solely with a self-advocate mentality, then possibly you do not need to even think about or consider becoming famous in your own market area. You might as well just surrender to your market leader, who is (or will be) first to figured-out how to get and use fame locally. Some people are simply hopeless when it comes to gaining fame in their geographical place on this earth -- even though there are over 300 affordably and cost effective fame building techniques that are well proven.

(Read more about the incompetent DIY publicity person in Option Four of this article.)

Cost effectiveness and other realities, regarding the five ways to become famous in the region where you operate, are highlighted in the following:

One - Pay an Advertising Agency Very Big Bucks!

Advertising means you can work with an ad agency that understands your unique professional discipline and special market situation. Working with such an ad agency does not mean telling that ad agency what to do for you and how to do it. They know more about this than you do and they have more experience at this. The ad agency work could involve:

• Newspapers (daily and weekly)

• Business and Trade Publications (all positive print results can be merchandised)

• Radio (advertising or “buying” a talk show)

• Television (spot ads, cable infomercials)

• Magazines (color, compete for attention)

• Billboards (displays, benches, etc. to create awareness)

An ad agency can provide an integrated multi-media campaign to make you famous (in time) within your market area. Fame never results overnight.

But there is one major drawback. This method is very expensive. Ad agencies pay premium prices for advertising. This is so expensive it is not a logical action for you to pursue. You would be a very small account at any significant ad agency and you would not be an important part of their billing.

Two - Spend Tons of Money With A Financial Public Relations Agency

Financial Public Relations means you can work with a financial public relations agency that well-knows your special situation and understands your local market needs. Working with such a financial public relations agency does not mean telling the financial PR agency what to do for you. They know more about this than you do and they have more experience at this.

This task could involve:

• Feature articles in local, regional, and national trade and consumer publications.

• Interviews or Exposures on Radio Shows.

• Appearances on TV programs.

• Public Service Announcements and related exposures

• Charitable Fundraising Leadership

• Speaking at Influence Centers

Participation in Local Events

• Awards and Honors

A financial PR agency creates and executes a multi-media plan for you (over time) to make you famous in your market area. Fame never arrives quickly. There is the same major problem with this method as working with an ad agency. This course is very-very costly! The price is so prohibitive that this is not a logical course for you to undertake. You would be a very minor account at a PR agency and you would not receive the top talents or priority.

Three - Conduct Local Seminars, Platform Presentations,
and Workshops, or Other Events, in Your Area

Local Seminars, Talks, Workshops, or Other Events, means you contract for various services, plus you perform other services. These efforts could involve the following:

• Advertising of your events is expensive and not generally successful.

• Direct Mail promoting attendance at your events eventually produces diminishing results as you saturate your limited market. Thus this becomes less effective with time. Most likely your market is already flooded with DM for competing events.

• Event Expense means restaurant, country club, phone follow-up, coordinating, food, hosting, catering, boat rental, prizes, etc.

• Making Your Presentation requires style and polish plus being unique and original.

• Compliance and Regulatory Interference are always a possibility so you should plan and execute accordingly, this may involve records, tapes, files, etc.

• Your Follow-Through and Harvesting the few prospects from among those who attended your event involve essential details. Placing selected prospects on your drip marketing list, and other details involve additional attention and cost.

You can boss everyone and tell everyone what to do in this situation but most of the “doing” falls back on your shoulders. The problems here are many. These actions are expensive, require hard work, consume time, and demand that you have outstanding speaking skills, attention to details over a period of weeks, etc. You can easily reach a point where these projects become too demanding of your money, time, and effort. This accomplishes little to make you famous in your market but may make you known to a small number of people. Remember, fame in your market is needed to better draw prospects to your events in the first place.

Four - Do-It-Yourself Without Professional Assistance

I believe that the largest percentage of professionals do nothing about becoming famous. The next largest group goes the DIY route, without professional media advocacy and image building assistance. This DIY group typically entails the following efforts:

Reads articles about PR, marketing or related subjects.

• Purchases books on marketing, media relations, advertising, image building, etc.

• Attended a local university (academic class).

• Completed an Internet Course on self-promotion, etc.

• Studied some of the local media outlets.

• Nurtured contacts at some of the local media influence centers.

• Attempt to become a semi-skilled speaker and writer.

With this strategy and execution, you can boss yourself, tell yourself what to do, direct everything, including how to do anything your way even despite the existence of proven methods and established procedures, requiring years of experience to acquire and implement these industry procedures.

This DIY group has a huge learning curve to master even if their ego tells them they are great creative multi-talents and even when they believe they know instinctively how to execute so that they can create, establish, and maintain their desired image within their target markets, using all available  media, without having to pay for the time or space.

This DIY group tends to (A) not be able to match the various differing editorial copy style requirements for competing media, (B) fails to stay focused over lengthy periods, (C) not know how to execute, (D) expects immediate results, and (E) ends-up with mostly amateurish results.

Mostly this group simply overpays for services of limited worth. All of this (A) extracts a toll from the do-it-yourselfer, (B) can even be harmful to some of them, and (C) their desired results are seldom likely to be achieved. The DIY people end-up with out-of-pocket expenses but are still not famous, still not well-known, still not highly respected, still with no image or a weak image, etc., in their market areas. A few become famous in their own minds.

Five - Do-It-Yourself With Professional Guidance and HelpLegendary Media Advocate Forrest Wallace Cato

The DIY person who has professional help is a person who hires a financial media advocate to work for him or her. Since the media advocate has a history of practice and accomplishment in this specialty, and knows far more about what to do and how to do it, it is not necessary to boss or instruct your media advocate. Nor is it intelligent or realistic to make demands for instant spectacular results.

Your media advocate should be highly familiar with the your industry, especially the problems you face. Your media advocate should know much more than how to ghostwrite and place articles.

Many general public relations practitioners will not accept clients who are campaigning politicians, motivational speakers, insurance agents, or financial planners, because these groups each have a high percentage of deadbeats. Deadbeats are people who do not pay their bills!

Producers of legitimate radio and TV programs are also leery of these four groups because of the clowns among them.

In my 30-years of working for politicians, motivational speakers, insurance agents, or financial planners, I have been swindled only once by a clown practicing in New York who gushed with phony sentiment, called himself a financial planner, and specialized in selling high-load investment products to unsophisticated but trusting policemen.

The DYI person with a media advocate is the most cost effective method for you to become famous in your area. Your media advocate does most of the work, but you contribute. Your input is vital as the media advocate channels your thoughts and energy toward the desired outcome of becoming famous. But if you micromanage your media advocate then your results will be minimal. If you require daily hand holding and constant reassurances, plus weekly status report, then you will suffocate and emotionally drain your media advocate. Even the biggest bucks don’t purchase that from any source. Don’t waste your money or the time of a sincere media advocate if you are the type of individual who is unable to work well with other professionals, including media advocates.

Procedures involved with the “DIY with professional guidance and help” approach to fame building are likely to begin with:

Creating a flexible sales promotion and image building plan to be skillfully executed (not amateurishly attempted)! This plan will be revised from time-to-time, and includes monthly reports and evaluations on work performed. This plan covers such fame building elements as:

Carefully defining your market situation

Establishing your objectives

Determining your applicable involved time period

Defining how you want to be perceived (positioned)

Identifying the steps for creating, establishing, and maintaining your desired image

Strategizing for leveraging your new identity

Selecting the media that most positively impacts your desired market.

… and much more.

There Are Over 300 Fame Building Techniques That Work!

Proven fame building techniques may include the following and these differ with various professionals. How many of these can you use?

Personal Biography

Extensive list of speaking engagements accomplished

Photos of you in action, formal and informal

Your Media Kit on a CD, formerly called a Press Kit, and containing the essential items

Copies of your articles in appropriate publications.

The current list of fame building techniques that cost little or nothing continues for more than 300 additional items

Cost Effectiveness of Your Options

Below is a summary of the costs involved with utilizing each of these different strategies to become famous in your market area. Strategies One and Two above are cost prohibitive for you since starting charges begin at $5,000.00 a month and can easily be far more, ranging into hundreds of thousands of dollars a year. Strategy Three works for some professionals, but in most cases involves little fame building. Method Four is almost certain to guarantee mediocre results. Surely you have noticed these mediocre results that others obtain using this method. You know this but those who do this most likely don’t know this. This is the procedure that most professionals attempt – and fail with.

Program Five is most likely to work, if you can discipline yourself accordingly. By “discipline yourself” I mean control your ego and cooperate with your media advocate. But you must be able to respect your media advocate and not dictate to him or her. All media advocates report failed relationships with clients who dictated rather than cooperated. Plan Five is cost effective. This is proven to be the best investment you can make in yourself and your business. Strategy Five is the most prudent and logical approach for you cost-wise, time-wised, and involvement wise. Your cost here would be about $1,000 to $1,500.00 a month, while you devote the majority of your time to actually performing those duties involved with your business and your expertise.

______________________________


Forrest Wallace Cato
(Wally, as his friends call him) has served for over 30-years as a media advocate for Financial Professionals, Singers, Actors, Motivational Speakers, Authors and many other professionals in eleven countries. In short, he obtains local, regional, national, and international targeted media exposures for his clients... To Significantly Improve Their Marketing Results And Sales Results!

770-516-9395     www.CatoMakesYouFamous.com     ForrestCato@gmail.com

If you would like to take advantage of this unique marketing opportunity then contact us as forrestcato@gmail.com or you can phone us at 770-516-9395, or click on our official web site CatoMakesYouFamous or write to Forrest Wallace Cato, Intergroup II/Atlanta, LLC, 915 River Rock Drive, Suite 101, Woodstock, GA 30188 – USA.  Don’t miss out on this opportunity.  Contact us today.  You’ll be glad you did.  Credit cards accepted.  Ask about our convenient payment plan.  Our satisfaction guarantee means you risk nothing. 

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