Claim Your Way to Fame and Sell More of Your Product at the Same Time

One of the best marketing tools is to get publicity for your product or service by making your own claim to fame. What you need is a title.

Needless to say, I am not talking about a title such as “Your Highness” or “the Right Honorable” although you may well deserve both. For marketing purposes, your title should tell the world that you are one of the leading authorities in the field that you work in. It also helps if the title is a bit controversial.

With a title, you can use publicity to build your business by positioning yourself as a qualified and credible expert, particularly in the media. Media people are willing to help you if you give them what they want. Thus, you must find a way to make your expertise known to the media so that they can contact you whenever they need someone to comment on a particular product, service, or story.

After Paul Hartunian wrote a book called How to Be Outrageously Successful with the Opposite Sex (Ultimate Secrets, 1991), he claimed in his press releases to be “the nation’s leading authority on dating and relationships.” No one else gave Hartunian this label — it was his own claim to fame.

Hartunian even challenged anyone who thought he or she was America’s leading authority on dating and relationships to call any of the over 1,000 radio talk shows he was on. No one ever did. Hartunian says, “To this day, I remain the undisputed, unchallenged nation’s leading authority on dating and relationships.”

Giving yourself a title is a form of branding. "It's not enough to be the best at what you do," advised Jerry Garcia. "You must be perceived as the only one who does what you do." The better the title and the more visibility you have, the easier it is to get media coverage — and keep getting more.

Once you have claimed a title, there are many avenues that you can pursue to further establish yourself as a renowned expert in your field:

Fifteen Ways to Claim Your Fame

Use your title as much as possible. Start small if you have to. No doubt every person marketing a product or service would jump at the chance for a guest spot on Oprah.

There is great value to appearing on a show that reaches millions, no doubt, but don’t ignore the smaller programs — those that reach only a few thousand people. Astute marketing people will do the smallest of shows because they never know who is listening.

One small thing often leads to another small thing and a number of small things can lead to a big thing — such as a feature on Oprah or 60 Minutes. In short, a greater share of the marketplace for your product can belong to you if you can get the word out about it using a unique title.

One of the best marketing tools is to get publicity for your product or service by making your own claim to fame. A greater share of the marketplace for your product can belong to you if you can get the word out about it using your unique claim to fame. There are 15 ways to claim your way to fame.

Ernie Zelinski is an expert on early retirement and solo-entrepreneurship.

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