As a small business owner, what is the most important thing you can do to attract loyal customers?

It goes without saying that you have to offer an excellent product or service, one that stands out from the rest.

In the old days, that might have been enough to create a lasting customer list.  But the days of brand loyalty are gone.  With so many consumer choices, and so much new information available every day, you have to give people a reason to stay with you and not try out the latest fad.

The best way to do that is by becoming their trusted advisor.  What is the main thing people are looking for when they buy a product or service?  They are looking for a solution to a problem.  And if you can position yourself as the expert in the field, you will have a long line of customers eager to follow your advice and purchase the solutions you have to offer.

In  No B.S. Wealth Attraction for Entrepreneurs, Dan Kennedy entitled his Wealth Magnet 8 “Be Somebody.”  He explains that in our celebrity-obsessed market, it is smart to make yourself into a celebrity.

Not necessarily the kind who appears on Oprah or the cover of People, but a celebrity within your own business sphere, your own market, whether that’s defined geographically, demographically, by particular industry or profession, or otherwise.”

People like Donald Trump, Oprah Winfrey, and Rachel Ray know this.  They don’t just brand their products or services.  They spend their energy branding themselves, and everything they touch turns to gold.

The good news is…the smaller your market, the easier it is to achieve celebrity status.  Even in larger markets, you can attain instant celebrity status by associating with celebrities.

But, you’re probably thinking, “I don’t know any celebrities.”  That’s okay.  There are a lot of creative ways to meet one.  Here is just one good idea:  Conduct an interview with an expert in your field.  Turn it into a podcast and put it on your website.  Make sure to get a photo of yourself with the celebrity to post along with the podcast.  Everybody…even famous people…likes to be asked for advice.

If you’re just starting out, you might be wondering about another thing.  “How do I become a respected expert in my field when so many people know so much more than I do?”

Don’t worry, you don’t need to know everything to achieve expert status.  For most purposes, you just need to be a step or two ahead of your customers and they will be happy to heed your advice.

Earl Nightingale, a well-known motivational speaker, said that you could make yourself a world class expert in most fields simply by studying every available resource for an hour a day for just a year.

Dan Kennedy followed his advice and made himself into a top expert in the field of direct marketing entirely through self-study, with no academic or experience qualifications whatsoever.  In less than three years, he began charging high fees for his services, and now charges literally thousands of dollars for an hour of his time.

My internet marketing mentor, Tracy Repchuk, became an expert by evaluating the process used by some of the biggest names in the industry.  She then turned her knowledge into almost instant expert status by writing 30 Days to Millionaire Marketing Miracles.  Her book went from concept to being written to besteller in 58 days.  Within five months, Tracy made more money than most people do in a year, and she was speaking all over the world with the greatest internet marketing gurus.

If you are following your passions, why not follow their example?  Learn as much as you can, as quickly as you can, and turn that knowledge into valuable information for your customers.

One fast and easy way to quickly connect with an audience is by starting a blog.  You can get a free account at Blogger.com or Wordpress.com.  Just create an account, choose a template, and you are ready to start writing.

Here are a few tips to make your blog a success:

• Use your name as the blog name.  For example, my blog domain name is lauriemorin.com.  Right now, it is entitled Rags to Riches, but I could easily change that without losing my brand name or customer list if I moved on to another topic.
• Place your photo somewhere near the top of the blog.   This adds a personal touch that helps you build a relationship with your readers.  Adding photos, videos or podcasts to your blog will bring people back to keep reading.
• Use your blog to post quick updates, events, and information that your audience will find interesting and helpful.  Be authentic, use your own voice, and don’t just follow the pack.
• Link to high quality blogs and websites in your field.  This is one way to associate yourself with experts and celebrities.
• Don’t use your blog to blatantly sell products and services.  Use it to provide value and build trust.  It is okay to add some affiliate links to make money, but only if they provide something valuable for your readers.
• Build relationships with other bloggers by commenting on their posts, linking to them, and thanking them if they link to you.  The blogosphere is a community and your fellow bloggers will support you if you support them.
• Finally…and most importantly…post regularly.  If you are inconsistent, people will lose interest.  If you regularly provide interesting content, you will attract and retain loyal readers.

There are a lot of other ways to start developing your celebrity status, but they take a bit longer than starting a blog.  Here are just  a few ideas:

• Join a local toastmaster’s or speakers group and get in front of audiences interested in your area of expertise.
• Publish a weekly or monthly newsletter, in print or online.
• Write articles for relevant magazines, newsletters, and ezines in your field.
• Send out press releases offering to appear as an expert on local radio or tv shows.
• Sponsor a local charity, team or contest and get your name on their publicity.

The possibilities are limitless.  You just need to use your imagination, and have faith in yourself.

If you are not convinced that you can do this, don’t worry.  Next week, we are going to build the belief system that you need to attract success to your business.  You will learn how to set intentions, counter limiting beliefs, and incorporate a daily process for manifesting your dreams.

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