Like every great story, the People You Need to Know story has very humble beginnings.

Many years ago - 1993 to be precise - Anthony “Spark Plug” Thomas, started a business publication in Atlanta, Georgia, called the African-American Business Locator. Fueled only by his passion and a $3,000 loan from his late brother, Robert Lee Thomas, Jr. (1961-2008), Spark Plug’s dream of providing small businesses with affordable advertising began.

His first publishing endeavor was a tiny, black and white, digest-sized publication that included paid business listings. Always the creative businessman, Spark Plug was constantly looking for new avenues to help his customers generate more business. Before long, word started to spread around metro Atlanta about this ingenious young man who worked so hard to help his clients get new customers.

In 2000, the publication was renamed People You Need to Know because Spark Plug believed everyone needed to get to know a local dentist, physician, attorney, realtor, etc. Also in 2000, he decided to give full-page ads to every advertiser so they could all receive the best possible exposure at an affordable price.

In 2007, People You Need to Know on Spark Plug Radio was launched online and the show quickly became a favorite in the metro Atlanta business community. The radio show also has listeners around the country and the world. Podbean.com reports that the People You Need to Know Radio Show interviews are being downloaded in more than 35 countries.

In 2008, People You Need to Know formed a partnership with the Atlanta History Center to archive and preserve their Destined for Greatness radio interview series for present and future generations of researchers.

Today, People You Need to Know is metro Atlanta’s premiere business spotlight publication with an annual circulation of more than 500,000. It is distributed by the nation’s largest distributor of free publications and is available at Kroger, Publix, Blockbuster, Sears, Kmart, Bally’s Fitness Centers and online. More important, the publication is the engine that drives all marketing and publicity opportunities the company offers its clients.

People You Need to Know in print, on radio, via podcast, iTunes and on the web works to make life a little easier for anyone searching for quality business people in the metro Atlanta area.

In 2009, People You Need to Know will continue to participate in metro Atlanta’s major trade shows, business expos, health fairs, festivals and shopping mall events.

People You Need to Know, Inc. “works hard to help people find your business.”

The diagnosis of cancer still produces fear, anxiety, and a sense of foreboding even today. It is important to outline facts regarding the care of people with cancer. This information may help all of us cope with this frightening condition.

First, cancer is not one disease. It is several diseases characterized by similar cell traits. Cancer cells exhibit uncontrolled growth and the ability to spread throughout the body. Lung cancer, colon cancer, breast cancer and prostate cancer are some of the more common malignancies seen in America today.

It must be emphasized time and again that certain cancers can be cured. Colon, breast, prostate and even lung cancer can be cured if detected early enough and appropriate treatment is received. With this as a background, let’s examine colon cancer.

Colon cancer may make its presence known with a change in bowel habits, blood in the stool, weight loss or even abdominal pain. Each of these symptoms must be investigated. A test for hidden blood in the stool will be done, along with a rectal exam. Colonoscopy or a visual assessment of the colon with a lighted scope will be done. Once the problem area has been detected, surgical removal will be advised. The involved portion of the colon will be removed. Further treatment will be recommended based on the pathology report. Chemotherapy may be necessary to eliminate hidden disease. If detected early, colon cancer can be cured.

Know your family history for cancer. Eat a diet rich in fresh fruits, nuts and vegetables. Tomatoes, broccoli, brussel sprouts, almonds, and sesame seeds are healthy foods that may lower our risk of cancer.

It is important for each of us to assess our individual risk for cancer and take steps for ourselves, our families and our communities to decrease and improve outcomes from this continuing epidemic.

Mark L. Walker, M.D., F.A.C.S., the Medical Director / Surgeon of Surgical Health Collective in Atlanta, Georgia. Surgical Health Collective can be reached at (404) 761-7482.

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Did you know that research has proven time and time again that those who follow their creative passions can actually live longer? The first time I heard this, I thought about the late Frank Lloyd Wright, 20^th Century’s best-known and most respected architect whose busiest time in his professional life was in his late eighties. Most famous for designing The Solomon R. Guggenheim Museum in New York, he once said, “The longer I live, the more beautiful life becomes.” A master builder and lover of nature, he had a passion for life and his work.

A few years ago, my wife and I vacationed in Arizona. Not only did we have a chance to marvel at the grandeur, majesty and beauty of the Grand Canyon, we also had an opportunity to see the beautiful red rocks of Sedona, the mystic Painted Desert, and tour Taliesin West, Frank Lloyd Wright’s desert masterpiece, which was also his home. Mr. Wright believed that his architectural creations should become a part of nature and not compete with it. While there, we could definitely feel the spirit of the great passion he had for his craft.

Another passionate, creative genius who comes to mind is Gordon Parks. He was a celebrated photographer, musician, poet, novelist, journalist, activist and film director. Best remembered for his photo essays for Life magazine, he was also the director of the 1971 film, Shaft. Mr. Parks lived to be 93 years old.

Grandma Moses, the famous painter did not begin her art career until she was in her early seventies. Some of the world’s greatest artists did their best work near the end of their lives. This includes people such as Monet, Renoir, Matisse and many others. What I've learned is this, if we want more out of life, we must find something that we can truly be passionate about. The beauty of all this is, it’s never too late to start living life with passion.

In closing, I believe it's important to remember the words of the late Norman Cousins, “The tragedy of life is not death, but what dies inside while we are living.”

Now that I'm older and wiser, I firmly believe that after all is said and done, we will be remembered for our attitude toward others. As part of our humanitarian duties, my wife and I often visit nursing homes to let the elderly know that they are not forgotten.

Many years ago, while we were visiting a nursing home in Griffin, Georgia, I had the good pleasure of meeting a wonderful ninety-two year old lady. I stopped by her room just to say hello. She graciously invited me in and offered me a chair. I took a seat and could tell by the look on her face that she was excited about having a new visitor for a little while. We began our conversation.

We talked about everything – where she was born, where she lived, where she had traveled, what she liked, what she disliked; this went on for about thirty minutes or so. She then informed me that she had been married for fifty-three years before her husband passed away. Her husband’s death was so emotionally devastating, she could no longer live alone. That’s what brought her to the nursing home in Griffin, Georgia.

I was impressed with the number of years she had been married. At that time, I had only been married to Jacqueline for about five years.

I then inquired, “Ma’am, after fifty-three years of marriage, what do you remember the most about your husband?” As she contemplated my question, I noticed a faint smile beginning to show on her small face and there was a little twinkle in her eyes.

She took a deep breath as if she was longing for the love she had lost, and replied in a soft and sincere voice, “What I remember the most about my husband is his goodness and his kindness.”

I was touched by her response. After fifty-three years of marriage, she didn’t reflect on the kind of clothes her husband wore, the car he drove, the home they lived in, the amount of money he had or where he worked. After fifty-three years of marriage, what she remembered the most about her husband, as a ninety-two year old lady in that nursing home was...his goodness...and...his kindness.

Yesterday, I happened to see an inspirational and uplifting interview on my local PBS station about Mr. Bob Williamson, a man who reminded me about the triumph of the human spirit. Mr. Williamson is the Founder/Chairman and Chief Executive Officer of Horizon Software International, LLC in Atlanta. You can read his powerful story here.

Not too long ago, on the north side of town, unlike Mr. Williamson, a businessman lost all hope. This young, once very successful developer, who could no longer deal with the downturn in the real estate market, went into an empty home in one of his struggling, brand new, subdivisions and sadly, he took his own life.

Without a doubt, these are trying times for many, and I’m sure you have your own stories about those who have lost hope. I know that people are suffering emotionally, financially, and psychologically. There are multitudes coming back from the war who are dealing with severe physical and even mental challenges, which are wreaking havoc upon their lives and the lives of their families.

These are issues that cannot and will not be resolved with an inspirational band-aid. The pain is real, the stress is real, and my heart goes out to those who are dealing with so much disappointment.

If there's someone who will comfort you during your time of loss and hardship, you're very fortunate. If you have friends and family members who will love and encourage you regardless of what you own, what you drive or where you shop, you're rich indeed.

Just remember, you are strong and you are resilient, just as those who came before us were. You can make it through anything that comes your way. And most of all, you must always believe in the triumph of the human spirit, knowing deep in your heart that you have what it takes to still prevail.

In an effort to further preserve the history and record the success of top African-American business owners and professionals in Atlanta, The Atlanta History Center has partnered with People You Need to Know, Inc., (PYNTK) and will be archiving radio interviews from their Destined for Greatness Series.

Known as the Atlanta Historical Society in 1926, its name was changed to the Atlanta History Center in 1990. Today, it is located on 33 acres in the heart of Atlanta’s Buckhead district and includes: one of the Southeast’s largest history museums; a research library and archives; two historic houses illustrating over a century of Atlanta’s history; a two-acre midtown campus which houses the Margaret Mitchell House & Museum; and a series of gardens unique in both design and horticultural presentation in the metropolitan area.

Mr. Paul Crater, Director of the Kenan Research Center says, “We are honored to house these historical radio interviews from People You Need to Know, Inc. They will definitely aid researchers for present and future generations regarding Atlanta’s diverse history.”

PYNTK publishes Atlanta’s premier spotlight publication, which showcases business success and achievement. For more than a decade, PYNTK has been helping small business owners and professionals rise above the crowd by providing them with numerous marketing and publicity opportunities.

Their publications are available free of charge through the month of April at major distribution points throughout metro Atlanta, including Kroger, Publix, Bally’s Fitness, Sears, Kmart and Blockbuster, with a circulation of 500,000. In 2009, distribution will be expanding to Macon, Georgia; Columbia, South Carolina, Charlotte, North Carolina and Nashville, Tennessee.

From the company’s website, you can access their radio show, podcast, business listings, and online publication.

Anthony B. Thomas, “The Spark Plug,” publisher of People You Need to Know says, “We’re excited about this partnership with the Atlanta History Center because these are stories about commitment, education, family and success that are a part of Atlanta’s great and rich history. The radio interviews will not only be available for researchers, but will serve as inspiration for generations to come.”

Well, he’s not little anymore, but he was at the time. When I was fourteen, Jay was six years old. He was a well-mannered little kid with curly red hair, a face full of freckles and an easy smile. As a matter of fact, he could even cook a full breakfast for himself, at six years old!

His mother worked odd hours, which usually left him on his own most of the time, so Jay learned early on to do for self. After I discovered he was an only child, I became his unofficial big brother and he treated me as such.

One day, I saw him as he was going to the neighborhood convenience store. I spotted him walking at a quick pace in my direction. I was on my way to the tennis court to practice my game.

Calling out to him as I always did, I shouted, “How’s it going, Jay?”

He yelled back, “Fine, but I can’t talk right now because I have to go to the store for my mom.”

After we had made it within a few feet of each other, I noticed something was in his hair that made it look all matted together.

I inquired, “Jay, what’s that in your hair?”

His response was, “Nothing...I can’t talk right now or I’ll get in trouble. I have to go to the store for my mom.”

He started to cry.

I called out, “Jay what’s wrong?”

Once again, his reply was the same.

“Nothing.”

As I got even closer to him, I saw blood running down his left ear from a gash he had in the top of his head. I was afraid for little Jay because he was losing a lot of blood. I told him that he should come with me immediately to the apartment complex management office. I figured that we could at least get some bandages there.

Jay emphatically said, “No…I can’t because I’ll get in trouble.”

I knew I had to do something. After pleading with him, to no avail, to come with me, I decided to run to the management office as fast as my legs could carry me so they could call an ambulance, police or do something to help.

When I arrived at the management office, I told Carol, the apartment manager, what I had witnessed. She quickly called an ambulance and the police department was notified. We got into her car and sped up the hill to the nearby convenience store. When we walked into the store, we saw little Jay at the counter, purchasing a pack of cigarettes for his mother.

It was one of the most heartbreaking sights I had ever seen in my short life. This little innocent human being standing there with matted hair, a gash in the top of this head and blood running down his ear, still determined to obey his abusive mother at any cost.

I will never forget his words that day. He bravely said to us, “You know, when my mom hit me on top of my head with that belt buckle, I didn’t even cry.”

At that point, all of the adults who were looking on, did.

A few weeks later, on the evening before it was time to go to court to testify on little Jay’s behalf, I walked around my apartment complex, going door to door. I wanted to find out whether or not any of the other kids -- who knew little Jay had been beaten by his mother, were going to court to speak up for him. They all replied, “No, we can’t go, our parents won’t let us.”

I later found out that many of the residents, both children and adults, already knew little Jay was being abused long before this incident.

I remember being extremely disappointed with my friends and their parents. I was taught that you should do whatever you could to help someone in need. But on that fateful day, as I looked around the courtroom, I was the only kid who showed up.

Unfortunately, at age fourteen, I learned that Albert Einstein was right. “The world is not dangerous because of those who do harm, but because of those who look on and do nothing.” After the trial, Jay and his mother moved away the next day.

Thirty-one years later, the memory of little Jay is still etched in my mind and I often talk about him in my presentations. People sometimes ask me what happened to him. Well, I never saw him again. Nevertheless, I hope his life took a turn for the better because he deserved no less than the best.

Effective leaders encourage their people to question everything. When we begin to question things, we elevate our thinking. When we elevate our thinking, we also expand our possibilities. And when we expand our possibilities, we will come to realize that the facts don't count. The facts are only the truth as long as we believe them.

We cannot live our lives based solely on facts because facts are changing almost daily. Furthermore, the facts don't motivate us anyway -- the possibilities do! William Faulkner exclaimed, "Facts and truth really don't have much to do with each other.

"The fact of the matter is, in 1949 when the Federation for the Blind was founded, 99 percent of the blind people in America were unemployed. So, the founders of this organization decided to encourage their members to view blindness as a personality trait rather than a disability.

In other words, the leaders of this organization encouraged their people to rethink what was possible for them. They changed the facts! Because of this paradigm shift, blind people today are succeeding in areas once believed impossible. They now work in almost every field imaginable...teachers, attorneys, mayors, artists, Olympic athletes, professors, entertainers, TV talk show hosts, professional speakers, etc., and the list goes on and on of professions which the blind now occupy.

Are you old enough to remember Allen Funt from Candid Camera? Well, he used to always say that most people don't question things. They just accept things as they are and invariably go with the flow.

The Candid Camera crew was in Delaware filming a few segments for their television show. They put up a giant sign that read, "Delaware Closed Today." Mr. Funt commented that what was so amazing about the entire episode was the fact that most of the motorists didn't even question this outrageous stunt. Some of them just asked, "Well, uh...is Jersey open?"

...Excerpt from Grow Through It & Lead

Dr. Leila Denmark was born on February 1, 1898 in Bulloch County, Georgia. The year she was born, the average life expectancy in the U.S. was 49 years. Currently, she is the 67th oldest person in the world, according to the short list of super-centenarians (people at least 110 years old or older.)

Dr. Denmark was the 3rd female graduate of the Medical College of Georgia in 1928. She was one of the first female pediatricians in Atlanta and practiced medicine for more than 70 years. It has been estimated that Dr. Denmark treated more than 250,000 patients during her distinguished career. She is credited with being the co-developer of the Whooping Cough vaccine, which saved countless lives of children in the early part of the 20th Century.

When I first met Dr. Denmark in 2002, she was 104 years old, and had just closed her medical practice the previous year, at 103. At that time, she was the oldest practicing physician in America.

Over the years, I’ve learned many valuable life lessons by staying in contact with this legendary Atlanta doctor. Some of the lessons prompted me to do further investigation, and I have incorporated many of them into my daily life. Coming from Dr. Denmark, they were even more powerful because she has seen many years come and go. Here are a few lessons she shared with me...

• Don't abuse your body with junk food
• Love what you do
• Drinking cow's milk is dangerous
• Do your best to help others
• Too much sugar is not a good thing
• A sense of humor is very important for longevity
• As a doctor, it's important to find the root cause of a problem
• Never bring a child into the world unless you're willing to take care of them
• Children are not getting parental guidance and it's wrecking this nation
• Kids in daycare are deprived of attention and catch too many illnesses
• We need to think about everything we eat and drink
• Let's do is easier than do
• Anything you have to do is work and anything you love to do is play
• During the Great Depression, 11,000 of America's 25,000 banks closed (Save what you can, appreciate what you have.)
• Never raise your hand or your voice to a child
• Parenting has gone out of style
• Children and adults should eat fruit instead of drinking fruit juices
• Drink only water
• The greatest change she's seen in her lifetime has been the neglect of little children

This is what works for me: My wife and I no longer buy milk. She makes it from scratch using dates and almonds. I don't buy fruit juices because once the juice has been pasteurized, the vitamin and mineral content have both been greatly reduced. I've cut back on my junk food consumption tremendously, and I no longer look at day care facilities the same.

Your company image comes down to one thing, your packaging. The way your brand is packaged has the power to influence a potential customer to buy. Packaging refers to your business card, your stationery, website, phone answering system, your email address or anything else related to your business, tangible or intangible.

Is your company conveying the right image? My Spanish professor in college used to tell us, "It's not who finishes first, it's who gets the "A", so before you rush to get that brochure printed, make sure you let someone else look over it for correct spelling, proper use of grammar, photo clarity, and overall design. Branding really boils down to how a product makes a customer feel. The late Walt Disney wrote, "People spend money when and where they feel good."

Branding your product effectively can also help your company stand out from the crowd. John Williams, the branding and image expert wrote that we must brand, package, and market ourselves so that we are desirable. Today, effective branding isn't an option, it's an absolute necessity. Your business will be viewed in a certain manner either by choice or default. We have the power to choose how we're going to be represented in the marketplace.

After we understand what branding can mean for our organization, we must embrace Personal Branding for our own benefit. Personal Branding is about understanding who you are, what you stand for, what you want to be known for, and what you believe. It is not enough for people to know what you do, you want people to know you for what you do differently. Being another player in your category will not make you known. You want people to perceive you as the best in your category...the only solution to their problem.

What are a few words that sum up your Personal Brand? For me, when I ask myself this question, the words that come to mind are, dependable, loyal, attention to detail, creative, and trustworthy.

Now, let's briefly explore Branding's NEW mantra, Emotional Branding. When a customer feels good about a product or service, this is where Emotional Branding comes in and this is the type of branding that gives organizations the competitive edge. Apple Computer users are not typical. They are fiercely loyal, emotionally attached to the Apple brand, and will never think of purchasing a PC.

The same is true for soda drinkers. Most people either drink Pepsi or Coca-Cola, not both. Emotional Branding leads to a heartfelt connection with its customers that cannot be broken by a competing product with a lower price or sometimes even better quality. I read that people are drawn to certain brands because companies are selling potential consumers' own ideas back to them, they are selling the most powerful ideas that we have in our culture.

Ideas such as transcendence and community--even democracy itself, these are all brand meanings now. Coca Cola has been embracing the benefits of emotional branding for more than three decades. Back in the 1970's their most successful advertising campaign was "I'd Like to Teach the World to Sing" which promoted a world community where everyone has a voice. This was Coca-Cola's most successful ad campaign.

After all is said and done, branding comes down to one word, making your product desirable.

Someone once said, a vacation is what you take when you cannot take what you have been taking any longer. When you live a busy life, it is easy to find yourself out of fuel and feeling a little run-down. Anyway, you do not always need a long vacation to renew your mind and give your brain some fresh air. Sometimes, you just need a day off.

Business owners sometimes fool themselves into believing that their business cannot afford to lose them for even one day. Well, it can. Trust me, long after you're gone, the world will continue to spin on its axis.

So...be kind to yourself. No one can do it better than you can. Put your feet up, relax your mind, get a massage, go to a movie, go to one of Georgia's State Parks, (entrance is FREE on Wednesdays) do something that will make you feel refreshed. Just make sure you add some FUN into your life.

Sometimes a day off can be your BEST reward for your overworked life.

It may sound harsh, but it’s true: Businesses that fail to advertise - very often fail completely.

Advertising is a necessary investment for any business – new or seasoned. Unfortunately, many business owners neglect advertising for a variety of reasons, including cost and lack of advertising savvy. This is something that just shouldn’t happen.

If any business is to do well, people absolutely have to know that it exists. That means getting your name out and planting it in the mind of potential customers. There are lots of avenues to explore when it comes to increasing your exposure, including: word-of-mouth, radio, television, business publications, bulletin boards, classified ads, billboards, press releases, articles, newspapers, magazines, direct mail, seminars, advertising specialties, and last but not least, the Internet.

As a reminder, if your business caters to a high-end market, you’ll have to pay close attention to the company image you project. The people you want to reach are used to buying products and services that meet certain standards. Your advertising will have to indicate that your business meets or exceeds those standards, or consumers won’t consider using you.

A recent UCLA study showed that 85% of decisions are made with the eyes. Because a large part of your advertising will appear in print, you can't cut corners when you create your advertising campaign.

A poorly designed ad shouts, “We’re amateurs. Feel free to take a chance with us, but don’t expect much.” Potential customers will see a shoddy ad as a red flag indicating a substandard business, even if that’s not the case. You need professional ads with top-notch photography to compete in today’s global marketplace. If your budget is small, start small and build up over time. But always, always create professional-looking advertising.

So…consider exactly what services you will perform, how you want to be perceived, and then create advertising that tells your story convincingly and professionally.

In order to reach the people you need to know, take charge of your image today and you’re likely to see a better bottom line tomorrow.

Most people who know me also know that I’m very particular about how things are done when it comes to publishing a supplement to my website called, People You Need to Know in metro Atlanta. With a circulation of 500,000, free of charge at locations such as Kroger, Publix, Kmart, Blockbuster, Sears and Bally’s Fitness Centers, I want my brand to stand out from the crowd. (A copy of this publication can be viewed here.)

Over the years, I’ve had to struggle with graphic designers, printers, photographers, makeup artists, cosmetologists, etc., just to make sure they were giving me their absolute best. After trying to convince my commercial printer, whom I no longer use, to move my front cover up to the next level in terms of clarity, his response was, “Anybody else would be happy with it, Spark Plug.”

Of course, I explained to him that I wasn’t “anybody else” and I knew he could do a better job with his equipment worth millions of dollars. Eventually, we reached my goal. He later thanked me for helping him go the extra mile in terms of giving me a product in which I was satisfied.

This experience is all too common because too many people are ready and willing to do just enough to get by. So when it comes to your brand, make sure you remain at the helm of the ship so that you'll be in charge of building a brand that you can be proud of.

Quite simply, your brand is your identity in the marketplace.

In 1997 when Tom Peters wrote one of the first articles on personal branding in Fast Company Magazine, The Brand Called You, he said you have to be your own brand, the CEO of Me, Inc. In other words, you have to differentiate yourself from everyone else.

If you are serious about being in business for yourself or being the top performer on your job, you must become devoted to your brand. It all begins with you.

Your dress, the way you answer the phone, the way you speak, the way you network, your business card, your website, email address, all the way down to whether or not you return phone calls, your personal brand is broadcasting what you stand for - what you believe in - your best selling features.

We all fall short at times but personally, my pet peeve happens to be people who don't return phone calls in a timely manner or not at all. I like to call them people who are not concerned about their brand.

John Williams, one of America's leading image and branding authorities says, when it comes to branding, a negative impression can cause a potential customer to take a detour just as a positive reaction can influence a potential customer to buy. The goal in branding must be to package and market yourself so that you are the most desirable choice for the consumer.

What does your brand say about you? Does it say you're someone people need to know?

Lions have gotten some great PR over the years; so much so, most people believe they are the King of Jungle. The truth of the matter is, they mostly inhabit grassy plains called savannas.

But what I’d like to focus on is the fact that they live the largest part of their lives in territorial groups called prides or in our business language, a network. They are the only permanently social, or group-living cat; all other cats are solitary…which brings me to my next point.

Our People You Need to Know Grass Roots Publicity Tour has revealed to us that the one-man band marketing approach is down to its last song. We realize most people wouldn’t see the fault in this one-man band approach because of our individualistic culture. Still…this marketing technique is not as effective in today’s “less trusting” business climate.

We promote an array of businesses in our publication and our clients don’t have to be at the Business Expo because we’re representing them. We’re all there as a team. The one-man band’s one-pager or business card gets lost in the shuffle compared to a first-class publication, which has more power than a solitary business card or one-pager.

My advice would be to find an organization that’s committed to promoting your business in a variety of ways, but above all else, make sure they promote teamwork via a publication, brochure, newsletter, networking event, etc. In the end, the “orchestra” has a better chance of succeeding than the one-man band.

I've discovered that many people are still confused about the difference between advertising, marketing and publicity. When it comes to positioning yourself as a business celebrity, knowing the difference between these three terms will be essential to your success.

Simply put, advertising uses various forms of media, i.e., print ads, radio, billboards, TV commercials, etc., to let people know who you are. In other words, advertising is about making you, your product, or service known to the public.

Publicity, on the other hand, is an act or device designed to attract public interest or public attention. It takes advertising a step further by bringing you, your products and services to life, via write-ups in newspapers/magazines, promotional giveaways, sponsorships, radio interviews, an article where someone else endorses you or your product, a spot on the six-o’clock news or CNN etc., which increases your name recognition, educates the public, and thereby helps to promote your brand. And marketing…it’s a combination of the two aforementioned functions in order to move your goods and services from producer to consumer.

So…when it comes to making a name for yourself/business and reaching potential customers, advertising and publicity are still a perfect blend! They hold hands like two people walking down a deserted street. Neither should let go of the hand of the other. If designed effectively and positioned correctly, advertising can leave a pleasant reminder for the consumer long after the publicity is gone.

Yes…like most things in life, your publicity train will eventually come to a slow pace and you’ll need to speed it up again. But advertising, with the right medium can last for years and years. Our publication has proven this point again and again. Consumers still call our office with editions as far back as the year 2000 looking for additional businesses to patronize. Imagine that...getting business from a publication printed eight years ago.

Now, that's the power of advertising!

Everyone knows that entertainment and business celebrities generate a lot of revenue. I believe all business owners who adopt the “celebrity model” can boost their businesses to the next financial level.

Jim Rohn, a titan in the speaking business once said, “No matter what goals you set in life, there will always be some simple things you must identify - and do - along the way.” For instance, if you want to lose weight, you’ll have to cut back on saturated fats and sugar - drink lots of water – exercise - and add more fruits and vegetables to your diet. Do these things and, like magic, the pounds will begin to melt away. If you want to be a better spouse, you’ll need to spend more quality time with your mate and family - help out around the house - and be more respectful of your spouse’s time. If you accomplish each of these interim goals, you’ll reach the larger one, too.

Your business is no different. Setting and reaching a few simple interim goals can lead you to the larger one – a recognizable business that soars above all others in your field. Here are a few simple tips that can make a huge difference.

First of all, remember the words spoken by the famous actor, Don Cheadle: “… mediocrity is what’s rampant, but excellence is rare.” Always produce a quality product. If you’re sending emails, make sure your document is well written. If you’re printing T-shirts or publications, use top-notch images or photography. Your attention to detail speaks volumes about you and your business. Quality always beats quantity - and your prices can reflect your demonstrated expertise and concern for your clients. Just ask Porsche or Rolls Royce.

Secondly, if you advertise in print, spring for a full page or cover so that you’ll leave a large and lasting impression. Most business owners are satisfied with business cards or quarter-page ads. To achieve celebrity status for your business … a full page is a must and repetition is the key.

The third tip that can help you become a business celebrity is to fall in love with taking risks and though you may be afraid to step out into the unknown, do it anyway. You’ll separate your business from the rest of the pack when you take just one extra step. You don’t have to run an entire extra mile. Trust me, you can soar above the crowd by doing a little bit more. Most people would rather remain comfortable with where they are, rather than move forward. So … take a risk with one extra step and you’ll get some attention. Always remember, succeeding in business is all about taking risks.

My fourth tip for you is to promote your business as an expert source. You know your strong points. Accentuate those attributes. Write them down. Keep them in front of you when you're talking on the telephone. What makes you an expert? Why do they need your product or service? Develop a catchy slogan or jingle and make sure you have a great logo and website design.

Tip number five: stick to your niche. It is better to dig one deep well than many shallow ones. If you’re in the printing business, for example, set goals to increase your business progressively. You might start with your own printing press and progress to offering graphic design while planning to establish a full-service distribution company. As you add more services within your niche, your revenues will grow, allowing you to offer even more aligned services.

And finally, network, network, network. Promote your brand image as often as you can. Attend trade shows, health fairs and other events. Talk about what you do with as many people as possible. Increase your web presence. Pitch a TV or radio show. Write a book or an e-book to establish yourself as an author and an expert in your field. In other words, find a way to serve more people.

Stay on this “celebrity model” course to brand your business and the public will be more likely to remember your organization when they need your product or service. And increased revenue? That’s a natural by-product of celebrity.