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In a crowded marketplace, where your potential clients and customers have lots of choices, you can stand out by being just slightly famous. This is the exact opposite of mass marketing. It's not about being al things to all people, but being a mini-celebrity to the right people. It's about targeting your market and developing a reputation as a great resource — trustworthy, knowledgeable, and close at hand. Your goal is to become the lord of a small, profitable domain of your choosing. Within that domain, you will attract more customers and clients, including those you want most.

Naturally, such results require thoughtful and consistent efforts. Underlying and guiding these efforts are seven basic principles:

1. Targeting the best prospects
2. Developing a unique market niche
3. Positioning your business as the best solution
4. Maintaining your visibility
5. Enhancing your credibility
6. Becoming a thought leader
7. Establishing your brand and reputation

By working on these principles, you get out of the anonymity trap, create a slightly famous you, and build a successful business. In the pages that follow, we'll look more closely at how you can act on these principles.

Market research is like sticking your toe into a lake before jumping in. If you know who you want to reach and what their needs are, you avoid wasting time and money in poorly conceived marketing programs. You can alter your products or services to fit the needs of your target market, and you can craft a message that reflects your business and your customer. Moreover, market research needn't involve expensive consultants, surveys, or focus groups — it can be as simple as asking your best customers the right questions.

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