This latest entry into the marketing book arena is a refreshing look at how to market yourself and your business using the principles of show business. Basically, if you are not willing to constantly be in the spotlight, audition even if you are established, come up with new ideas and throw them out there, and be as public as possible — you will get nowhere!

Tsufit herself has an interesting background.  Her academic background is in law, and she was a Dean's list graduate of Toronto law school.  She is also an accomplished performer, working successfully as a singer, television actress, and comedienne.  In Step Into The Spotlight!: 'Cause ALL Business is Show Business! Tsufit shows how she has merged these two sides of her personality together into a consulting business that shows business leaders and entrepreneurs how to get ahead in the world using the principles she learned as a performer.

Life is a performance piece and business is too!  Your brand is your audience's (your customer's) perception of you and what you stand for.  Sounds good, but how does this work in the real world?  One example is to create characters in and for your business.  Historically great examples of this are KFC's Colonel Sanders, McDonald's Ronald MacDonald, Popcorn King Orville Redenbacher, the Maytag Repairman, etc.  Even animals can work, such as Elsie the Borden Cow, and Morris the Cat.

It's also important to have a philosophy behind your business.  Harley-Davidson motorcycles tell us that "Owning a Harley-Davidson motorcycle isn't about having, it's about doing."  Dove tells us that its products are for Real Women with Real Beauty and uses women of every age, size, and color in its "Campaign for Real Beauty" ads.

Have a catchy tagline that everyone will remember. What fast food restaurant will allow you to "have it your way"?  Which cell phone company brings you "the network"?  People remember these things!

Further, “If you can’t boil it down to 30 seconds, you don’t know the essence of what you’re selling.”  The 30-second commercial is as crucial as a business card.  Witness the spiel of Tsufit's client Petra Peterson, who runs a speaker's bureau.  "When I was only eight, I'd help my dad pick the best tomatoes on the farm and then bring them to market. I'm Petra Peterson. That's what I do now, only with speakers. I'm very selective. Some speakers are still seedlings, some are green and not ready for market. Some are ripe and plump and juicy and others are just plain rotten!"  Says it all, doesn't it?

While Step Into The Spotlight! will not be readily available until April 2008, Tsufit is offering a free preview of 11 Show Business Marketing Secrets that any business can use.  I highly recommend subscribing and pre-ordering the book now, as copies will go quickly once it hits the stands.  Tsufit knows what she's talking about and, most importantly, teaches it well.  You too can be in show business!