From: Bob Osgoodby - bob@adv-marketing.com
The Business Organ for the Small Business Community
Sponsor - Advanced Marketing at http://www.adv-marketing.com

** Featured Article – Expert Envy by Susan Friedmann, CSP

** Stupid Quotes

** Trivia

** Biz-Tips by Dr. Kevin Nunley – Personal Letters

** Brain Teaser

 ** Quote of the Day

** A Little Levity – Toilet Repair

** Stress Tip by Dr. Rae Baum

** Health Tip of the Week – Put Down That Deodorant!
 

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4/4

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**Featured Article**

Expert Envy
by Susan Friedmann, CSP

Experts have become omnipresent.  They're everywhere: on your favorite television show, on drive time radio programming, on blogs and internet discussion forums, between the pages of nationally popular magazines and your local newspaper. You can't throw a dart, it seems, without having it hit an Expert on the way to the dartboard.

Why is this happening? What has motivated all of these people -- financial planners and attorneys, floral designers and wedding planners, massage therapists and ear, nose and throat specialists -- to take on the Expert mantle?

One reason:

Being the Expert is one of the most efficient, effective ways to ensure your professional and financial success.

This trend is consumer driven.  According to Chris Anderson, author of The Long Tail, consumers increasingly demand that services and products be targeted directly to them. There's a cycle of specialization at work, resulting in a public that wants experts for everything.

There are many reasons for this, most of which can be traced directly to media and communication outlets. The Internet is perhaps the most pervasive proponent of specialization.  In Anderson's The Long Tail, he says that "In an era without the constraints of physical shelf space and other bottlenecks of distribution, narrowly targeted goods and services can be as economically attractive as mainstream fare."  You can see this in action at mega-sites like Amazon.com that go out of their way to offer personalized 'want lists', 'recommended titles', and specialized deals based on previous purchases.

At the same time, there has been an explosion of cable and satellite television networks, each targeted to an increasingly narrow demographic.  Where once there was a Home and Garden channel, there are now Fine Living, Do It Yourself, and Home Discovery networks, with rumors of more 'shelter' channels on the horizon. The trend is more pronounced in print media.  'One size fits all' magazines such as Reader's Digest are still on the newsstand, but they're being crowded out by specialty titles like Quick Quilts, The Italian Greyhound Magazine, and SciFi -- a title devoted to those who watch shows on the popular Sci Fi Channel.  Satellite radio shows are a new trend, with offerings for fans of Howard Stern and Oprah Winfrey.

The public, fed a steady diet of Experts via the media, demands Experts for their own lives.  After all, they've been told consistently that this is how things are supposed to work.  At the same time, the public has demonstrated a willingness to pay a premium for expertise. Well-known Experts, no matter what field they're in, command top dollar for their products and services.  There are home decorating experts who make more money than the average neuro-surgeon, simply by capitalizing on their Expert status.

How do they do it?

Why does one financial planner labor in obscurity while another pontificates for Barrons? How do TV news producers know which attorney to call for insightful legal commentary when the events of the day merit it? What determines who shows up as a guest blogger or speaker at industry conventions?

While it's obvious to see the benefits inherent in Being the Expert, it's not always clear how one comes to be recognized as the Expert.  This can lead to a condition known as Expert Envy, especially when you know that you're as skilled, as talented, and as dynamic as the person staring at you from the TV screen.

Why are they in this position, enjoying the heightened visibility, greater profitability, and enhanced reputation, when you're not?

It's not mere chance.  It's not good fortune, a lucky roll of the dice, or being born into a family of media moguls -- although all of those help! Experts aren't born...they're made.

Curing Expert Envy

The first step in eliminating expert envy is realizing that Experts are made.  Logically, the next step is the realization that if the Experts you see surrounding you were created, then you can go through the same creative process: You can Be the Expert.  In my book, Riches in Niches: Making it BIG in a Small Market (Career Press, May 2007), I discuss how you can achieve Expert status by becoming a Nichepreneuer™.

A Nichepreneuer™ uses their professional skills and experiences, coupled with personal passions, to serve a narrowly defined target market.  Shrewd use of promotional tools, from media management to industry networking, help position the Nichepreneuer™ as an Expert -- with all the benefits that entails.  Voila!  No longer are you envying that television pundit or industry guru -- for you will be that person yourself.

There are four key reasons why you should consider becoming a Nichepreneuer™.  These four reasons all have one thing in common: They all will help you achieve your business goals and objectives in the most effective, efficient way possible. Whether you want to become wealthier, gain the respect of your colleagues and peers, some degree of fame, or to simply have a little bit more of the success you have right now, becoming a Nichepreneuer™ can help you along the way.

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Written by Susan A. Friedmann, CSP, The Tradeshow Coach, Lake Placid, NY, working with companies to improve their meeting and event success through coaching, consulting and training. Author: “Meeting & Event Planning for Dummies,” and “Riches in Niches: How to Make it BIG in a small Market” (May 2007). For a free copy of “10 Common Mistakes Exhibitors Make”, e-mail: article4@thetradeshowcoach.com; website: http://www.thetradeshowcoach.com

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Stupid Quotes

"Teeth extracted by the latest methodists."

- Hong Kong dental advertisement

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 Trivia

Jim Morrison found the name "The Doors" for his rock band in the title of Aldous Huxley's book "The Doors of Perception, which extols the use of hallucinogenic drugs.

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Biz-Tips by Dr. Kevin Nunley

Personal Letters

Personal letters are very powerful.  Get a big stack of mail from the letter carrier and I'll bet you open the hand-addresses letter from a friend first.  We often talk about making web site copy and newspaper ads carry the power of a letter.  Why not market your business by simply writing a personal letter?

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Kevin Nunley provides marketing and copy writing. Read all his
free tips at http://DrNunley.com

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Brain Teaser

How old?

Young Jack and Jill are brother and sister.
Three years ago, Jack was seven times as old as Jill.
Two years ago, he was four times as old.
Last year he was three times as old, and
This year he is two and one half times as old.

How old are Jack and Jill?

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Did You Know

    You can place a free ad for your business on our website.
        Go to - http://www.adv-marketing.com and click on
                  "Free Classified Advertising"

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Quote of the Day

Treat people as if they were what they ought to be, and you may help hem to become what they are capable of being.
 
- Johann Wolfgang von Goethe

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Solution to Riddle

Jack is ten, and Jill is four.

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A Little Humor

Toilet Repair
=-=-=-=-=-=-=

Because I couldn't unplug the toilet with a plunger, I had to dismantle the entire fixture, no small feat for a non- plumber. Jammed inside the drain was a purple rubber dinosaur, which belonged to my five-year-old son.

I painstakingly got all the toilet parts together again, the tank filled, and I flushed it. However, it didn't work much better than before! As I pondered what to do next, my son walked into the bathroom. I pointed to the purple dinosaur I had just dislodged and told him that the toilet still wasn't working.

"Did you get the green one, too?" he asked.

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Mark, went into a convenience store to prepay for gasoline and returned with two plastic bottles of soda. As he filled the tank, his wife opened a bottle. To her dismay it fizzed and foamed all over her lap.

Several miles down the road, Mark asked for his soda.  Handing it to him, She warned, "Be careful. These are really over-carbonated." But when Mark opened his bottle, it barely hissed.

Eyes on the road, he nonchalantly said, "You must have gotten the one I dropped."

He is expected to recover.

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A blonde walks up to a coke machine, puts a dollar in, presses the button, a can comes out, she says "wow!".

So she puts another dollar in, presses the button and another can comes out. She keeps doing this over and over again.

Soon enough there are about 30 cans all stacked around her.

A guy comes up to her and says "Ah miss, can I please use the can machine" and the blonde replies "No! I’m winning!!!"

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The jovial lawyer, rising to address a gathering after dinner, noticed that in the audience was another gentleman who was well known as one of the foremost after-dinner speakers in the nation.

The lawyer, striking an informal pose, with his jacket open and his hands in his pockets, said, "How odd to see my good friend George in the audience, demonstrating that a speaker can listen to someone else's words on occasion."

And from the audience, George cried out, "And how odd to see my good friend Henry on the podium, demonstrating that a lawyer can have his hands in his own pockets on occasion."

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Tattoo: a permanent reminder
of temporary stupidity.

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Stress Tip
by Dr. Rae Baum

You will find this "Stress Tip Message" helpful to stay focused and on purpose.  You can put this message to work by reading it often throughout the day.

Relationships require you be the person others are able to count on.

 - Dr. Rae

~ Need help with this "Weekly StressTip"?
Invest in yourself, contact The Baum Group
at http://www.YourStressMatters.com/contactus.htm

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You Know You're from Florida When ...

You own at least five pairs of flip flops.

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Health Tip of the Week
by Dr. Earl Mindell

Put Down That Deodorant!

The Precautionary Principle states that when there is uncertainty about the risks involved in taking an action, the burden of proof that the action is safe rests with those who would take that action. In other words, if we aren't sure something is safe, and if there is some evidence that it isn't safe, we should find alternatives that seem safer, even before we're absolutely sure about that first thing's safety. The Precautionary Principle is anathema to industries that use or produce products that are potentially toxic, including conventional deodorants and antiperspirants.

Self-consciousness about body odor earns the deodorant and antiperspirant market about $1.8 billion every year. But increasing numbers of health researchers and professionals are questioning the safety of these odor-masking or odor-preventing products. One particularly alarming study, conducted in 2004, found parabens—chemicals used in mainstream deodorants—in breast cancer tissue. Phthalates, another chemical commonly found in deodorants and other cosmetics, have also been linked to cancer. While the link between deodorant and breast cancer is still unproven, the 2004 study, when combined with the Precautionary Principle, should have us thinking about ways to control or better prevent body odor.

Natural deodorants are one alternative, but they may not be powerful enough to play down bad body odor. What many people don't realize is that bad body order is usually a sign that your body's out of balance or toxic, and it's a good reminder that it's time to look at ways to clean up your diet and lifestyle. A diet extremely rich in plant foods and easy on the meat and dairy is the best shift for reducing all manner of body odors, as well as bad breath. A brief cleansing vegetable or juice fast, a fast with only water, or a more aggressive gastrointestinal cleansing program does wonders to clear out odor-producing toxins.

Liquid chlorophyll is an effective deodorizer that can control a variety of body odors. It can be added to purified water for a refreshing, bright green drink, or can be consumed on its own by the teaspoonful. Green juices are also excellent for internal deodorizing. Constipation can make body odor worse. If you have this problem, add a fiber supplement, eat more vegetables and whole grains, and drink plenty of water. A high-potency B vitamin supplement, magnesium, and zinc have also been found to reduce stinky secretions.

Body odor is part of being an organic creature, but detoxifying your system through diet, exercise, and supplements can have you smelling sweeter without trading freshness for potential health dangers that may lurk in the “personal hygiene” aisles. A little perspiration under your arms is perfectly normal, and as long as it doesn't smell, you needn't stifle that perspiration—which is part of Nature's design for getting toxins out of your body—with an antiperspirant. And if you still feel compelled to add scent to your skin, use natural essential oils rather than colognes, perfumes, and conventional underarm deodorants.

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To learn more about how Dr. Mindell can help you get into the best shape of your life, visit: http://freelife.com/Sites/keith/Redir.cfm?page=/info/nutrition/nutritionhome.cfm

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