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ome businesses seem to attract clients and customers by magic. Their marketing seems effortless. They may not have made a cold call in years, they may not spend a dime on advertising, yet somehow they're regularly featured in newspapers and magazines, and their owners or executives get invited to speak at conferences. Everyone knows their name, and they get all the business they can handle. It's almost as though they were famous.

In fact, they are, but not in the way movie stars and top athletes are famous—they're just slightly famous. Just famous enough to make their names come to mind when people are looking for a particular product or service, and let them reap the benefits. They get more business — not only more, but the right kind of business — and they don't have to work so hard to get it.

Want to join them and enjoy this ideal state of affairs, where customers come to you? You can, but it may require a new way of thinking and a new marketing strategy. And though it may seem effortless to the outside observer, it does require work.

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