Editor's note: "Step Into the Spotlight" by Tsufit is due to publish in April 2008
Celebrities seem to have it all: beauty, fame, fortune, endless confidence. Too bad business professionals can't live such a charmed life. Unfortunately, it looks like most of us are doomed to wear business suits and speak in corporate jargon for the rest of our lives. But according to Tsufit, it doesn't have to be that way.
In her book, "Step into the Spotlight!" (Beach View Books, 2008), Tsufit offers a fresh perspective to business pro-fessionals who want to stand out amid the constant clamor of today's communication age. "It's like your prospects have a television remote and they're flicking through the channels to see what's on," Tsufit says. "You hope it's you. But sometimes it feels like you're stuck on Channel 632."
After spending 10 years as a litigation lawyer, Tsufit left the field for the entertainment world. She performed comedy on TV and recorded an internationally recognized music CD. Now, she coaches entrepreneurs, CEOs, and other professionals on how to become the dazzling star of their business. "You have to find a way to break through the invisibility barrier, to take center stage and become the star of your own show," she says.
Following are a few of the tips Tsufit offers in her book.
Don't be ashamed to shine
Before you can become the star of your business, you have to tell yourself that it's OK to shine. "People are shy, not only about actually stepping into the spotlight, but even about admitting that they want to," Tsufit says. "It's not crass to want to attract enough clients to earn a living or to have the life you want. It's not shallow to make a name for yourself so that the people who need your help can find you."
No matter what business you're in, Tsufit says if you want to excel, you have to step out of the shadows and into the spotlight. "In 1946, Irving Berlin wrote a song, 'There's No Business Like Show Business,' for the musical 'Annie Get Your Gun,' " she says. "Great show. Great song. But Irv was wrong. All business is show business."
Tsufit explains that no one can grab an audience's attention quite like an entertainer -- which is why business professionals have a lot to learn from Hollywood, she says.
Stop chasing down sales
Tsufit says that instead of treating your business like a high-speed chase, you should view business as a seduction. "You gotta be subtle or it can backfire," she explains. Instead of "tap dancing directly in your target's face," Tsufit suggests putting on a little "side show" that's certain to attract their attention. This allows your clients to discover you on their own terms.
"I mount a side show somewhere within my target's peripheral vision and entertain a few unsuspecting audience members," she says. "Sometimes my targets come over and join the crowd. Other times they just take note and approach me later, sometimes even months later. But they're hooked."
Building your brand
While many entrepreneurs pay top dollar for fancy business logos and Web sites, Tsufit says this shouldn't be your biggest concern. "Your brand isn't a spiffy logo. You are your brand," she says. "Your brand is your audience's perception of you." While a striking logo and a catchy slogan are certainly nice to have, many business owners simply hide behind these elements. Tsufit says that to be the star of your business, you have to step out from behind these distractions and reveal your character.
"Craft a unique character for you and your business, a persona based on who you really are, and live it and breathe it consistently so that you'll be seen and remembered," she says.
Speak like a human
Who wants to buy something from a person who speaks in cryptic, bizarre jargon that's impossible to comprehend? If prospective clients can't understand what you're saying, you'll never win them over.
"Don't step onto the stage with a lousy script!" Tsufit stresses. "Speak to the audience with the same kind of language and tone you'd use talking with your best friend. "
If you're in doubt about whether a speech sounds too stiff and "corporate," ask a child, she says. "Kids usually have a natural-born immunity to corporate speak till they reach their early 20s and land their first 'real' job."
In "Step Into the Spotlight!", Tsufit offers uncommon sales techniques and a fresh perspective.
"Whether you're an entrepreneur, CEO, or somewhere in between, isn't it time you learn how to step into the spotlight and star in your own business?" she asks. In "Step into the Spotlight!" Tsufit strives to teach you how to do just that.
Amy Bell is a freelance writer and frequent contributor to the Agent's Sales Journal. Visit her Web site at www.writepunch.com or email her at amy@writepunch.com. "Step Into the Spotlight!" can be purchased at www.tsufit.com.
