“If the fans don’t want to come to the stadium there is no way you can stop them.” Yogi Berra Donald Trump is the master of self promotion, His name is plastered on every construction projection he has ever been involved in-his money or others And if you miss his name in large letters plastered around Manhattan and Atlantic City he will not let you forget him as he has written a book or two promoting his image and his gaudy style of success. If buildings and books are not enough, he has a top rated television show broadcasting his success. In good times or bad, prosperity or near bankruptcy, Donald Trump is always in the public eye. He is the Barnum and Bailey of the business world with his- knack of self- promotion. No one can deny that he has mastered and even set the standard for the art of self-promotion. Although, some business writers claim the facts of his life border on fable. Regardless of fact or fiction, he is a self made celebrity. Lessons any self promoting entrepreneur can learn from “The Donald." As an entrepreneur, it is wise to learn this so-called art of self-promotion. Building your name and the name of your business to the public builds business. A successful image is like a flycatcher to customers. People love to associate with celebrities, real or not, and business owners who become television personalities by advertising their own business understand the magical pull of public recognition. Remember Sy Syms as the spokesperson for Sym's Clothing. He was one of many entrepreneurs-who in good taste-captured the public eye, becoming a minor celebrity. It works and you can do the same. First overcome your childhood hang-ups (if you have them) that it is ill mannered to brag about your self and not in good taste to grab the limelight, or polite to push your self on others. While these well-intentioned Victorian manners are proper for the Greenwich croquet set, such modesty will not make you rich. There is a biblical saying about not hiding your good works under a basket ( or something of that sort) and another “ if I am not for myself who will be’ You have one life and it is up to you to become your own publicity agent and advertising director. Becoming well known takes time. Good news as you know travels under the speed limit. The secret is repetition to the point of boredom. You need to tell the world how great your business is and how great you are until it becomes fact. Impoverished small businesses stay on the verge of going broke because they are unknown, The owners are lazy and have this old fashioned view that if you build a better mouse trap the world will seek you out. Idiotic thinking better suited to becoming a monk. Paste this on your bathroom mirror, “Customers prefer to do business with who they know, even if they only think they know the business because the name is familiar.” And how do we get known. We continually advertise with small inexpensive ads in local weeklies. Study the ads of well-known small firms and notice how they find a way to keep their name before the public every week. They do not take the chance of being overlooked. Advertising is not enough, print some small inexpensive fold over pamphlets telling everyone how great you and your business is, and plaster your marketplace, including mailing your material. As most likely you are short on money, do not waste it on poorly written junk, do yourself a favor, before going to print, show the piece to a few friends and critics, and be sure your message is clear and persuasive. Get business cards. In addition, use the backside to tell your story- use every means to broadcast your self and your enterprise-use the space- you are paying for it. Get active in your community. Consider joining one of the service organizations such as the Lions or Rotary. If you can, support worthy community fund drives. Create an image of leadership for yourself. Few leaders become panhandlers. Take advantage of your local weekly newspapers –most are business friendly. articles about your business and your community activities. Let your community know who you are and what you do. You will be pleasantly surprised at the positive comments from readers. Now if you can’t write, if you can’t feel comfortable about talking up your virtues and accomplishments, hire a local public relations firm to write and distribute news articles about your business and your leadership. A news item is always more credible that any advertisement- and, they are free. Your business should always have a story to send to the papers. It is easy to create a story around a new product, an employee promotion, a special sale, a charitable contribution, or a scholarship fund. If you need ideas, scan your daily papers for suggestions. It is up to you to master the art of communicating the benefits of your business, you may hope word of mouth or a sign over the door will do it- and years ago, it would- today we are all faced with a barrage of messages all wanting our attention. Self-promotion is an art and part of the art of business survival- do not treat it as a begrudging task but a journey to celebrity status. Dr. Paul E Adams, Professor Emeritus Business Administration Ramapo College of New Jersey Author “ Fail Proof Your Business: Beat the Odds and be Successful.” Available at Amazon.Com If you have questions about your business- contact me: drfailproof@earthlink.net