THE GURU: STEVE VAN YODER
Credentials: Van Yoder is a seasoned journalist who focuses on small business marketing. Widely published in US media, he holds a degree in philosophy and graduated from San Francisco’s Renaissance Entrepreneurs Program before writing the bestseller, Get Slightly Famous
(Bay Tree Publishing). It covers some 130 interviews and case studies in which Van Yoder outlines how marketing can be made effortless through raising a business’s and/or the CEO’s profile. Yes, it’s the business take for the age of celebrity.
Most recently, Van Yoder has been showing business leaders in developing countries how to play the fame game through his foundation, the Global Initiative to Advance Entrepreneurship.
What he says: Businesses tend to overlook powerful ways to attract customers. Branding is one of his favourite topics but more alluring is his methodology for harnessing expertise. Much of his reputation is based on showing people how to pitch themselves, or their companies, as experts in the field. Understanding how to maximise internet marketing is key, and more than a matter of positioning on search engines, he claims. He’s also a proponent of strategic blogging and making a positive first virtual impression.
Where’s the evidence? Of course, Van Yoder himself is living proof that his expertise theory works because he became even more than slightly famous. However, his website also offers a well-researched hall of fame with detailed step-by-step case studies showing how various successful individuals and their companies have become recognised experts in their industries.
One vital tip: Now in high demand as the US continues to deal with sub-prime fallout, Van Yoder says the best way to protect against economic downturns is to market continuously – “not just when you need business”.
For more information visit
www.getslightlyfamous.com.
