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!
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