A HIPPO Internet Marketing Training blog by Corey Creed

The Jungle Map, your guide through internet marketing

Steven Van Yoder – Get Slightly Famous

November 8th, 2007

Next session is about managing your online reputation.

I first heard of Steven Van Yoder when I read his free ebook in 2003 called “Get Slightly Famous”. It is a fantastic explanation of how to gain reputation in a specific niche. He has since published it.

He explains that he used to be a working freelance journalist. He noticed that most journalists are generalists. So like other journalists, when needing to write on a specific topic, he would look for people that were famous in the industry. He would listen to “experts” and write about them. He knew he was helping their business. They work speaking at conferences, writing books, and getting themselves out there. That is how they got “slightly famous”.

There is a formula here. He has since been writing about it.

The steps:

Target the best prospects
Develop a unique market niche
Position Your business as the best solution
Maintain your visibility
Enhance your credibility
Establish your brand and reputation

He is now encouraging trying to reach both traditional media and online media
1. Determine who your target media is
2. Build a media list
3. Study the publications you want to get into
4. Pitch editors

Try to get articles into print. When you have an article that has been printed, it’s instant credibility when you show it to someone. Get into print magazines.

Regarding public speaking, look into personal opportunities at conferences. But also look into tele-seminars.

Syndicate articles online. Create articles about 750 words long that showcase your expertise. Recommend them to websites that have your target audience looking. (duh!)

uh… So far, this guy is not giving a lot of methods, just concepts. It’s kind of like telling someone they need to eat. It’s a no-brainer. I’d rather know where the good restaurants are.

He ends with: “Publish a book. Aim and shoot high. You can do it.” (Nice encouragement. Whatever.)

Now he’s taking Q&A. Let’s see…

Some guy asked a dumb question, I don’t even remember it. But in his answer, Steven recommended that he spends time talking to his target audience and perhaps competitors. Conversations can lead to ideas. It will also help you determine what makes you different from your competitors so that you can brand yourself correctly.

I really enjoyed Steven Van Yoder’s book several years ago, but I think it was because it was the first I had ever heard of making an individual “famous” in his small niche. But more recently, I actually enjoyed this book more.

Someone else in the audience just made a great point!

I hear this a lot. Marketing people will say that podcasts and blogs are not that important if your audience is not the type to read or listen to them. However, someone just mentioned that even if your audience does not read blogs and listen to podcasts, many editors do. Great point! If you want to get more famous, it’s a great idea to have an ongoing podcast/blog that editors may find.

Now for the best illustration I’ve ever heard regarding blogs…

It’s like the difference between farming and hunting. Don’t go out and hunt down editors. Rather, grow your crops and the people and editors will find you and request your expertise, making you an expert.

Awesome! Great point!

(That alone was worth sitting through Steven Van Yoder’s vague presentation. He seems a little cocky, too. Then again, I’m quite sure he knows what he’s talking about and has great clients.)