My Queue

There are no Videos in your queue.

Click on the Add to next to any video to save to your queue.

There are no Articles in your queue.

Click on the Add to next to any article to save to your queue.

There are no Podcasts in your queue.

Click on the Add to next to any podcast episode to save to your queue.

You're not following any authors.

Click the Follow button on any author page to keep up with the latest content from your favorite authors.


Make a Memorable Impression

2 min read

This story appears in the March 2009 issue of Entrepreneur. Subscribe »

Grabbing the spotlight doesn't come naturally for everyone, but as an entrepreneur, you can't afford to waste any opportunity that comes your way--whether it's an ad, a TV interview or a public speaking engagement. We asked Tsufit, author of Step Into the Spotlight! 'Cause All Business Is Show Business!, for some tips on how to make a memorable impression.

"Be your own casting director and decide what role you want to play in the marketplace."


Entrepreneur: Why is it important to step into the spotlight?
Tsufit: Because otherwise nobody will know you exist. If you're at a [conference] and 17 advisors get up and say the same things and look similar to each other, they can go [to events] for five years and nobody's going to know that they're there.

How do you stand out from the crowd?
Tsufit: Approach it from a show-business point of view. Be your own casting director and decide what role you want to play in the marketplace. Which audience do you want to attract? A good example of this is the Mac vs. PC [commercials]. They're so entertaining because Mac has made a decision about who they're going for: young, hip [customers]. [Ask yourself,] what does your character look like, sound like? Decide what you want to be known for. It's important for entrepreneurs to find their story, tell their story and make it colorful and authentic.

How can you balance being entertaining while still conveying a solid business reputation?
Tsufit: If you find your humor and tell your story but don't connect it to what you're selling, [people might think], "You're entertaining, but I don't want to buy my air conditioner from a comedian." At the same time, people are way too afraid of standing out. An entrepreneur is often somebody who's left a corporate job. And what's the first thing they do? Get an office, wear a suit--all the things they hated. I would say this is the time to have fun. This is the time to play a little bit.

Want low-cost background checks?
Shopping for deals?
Creating an interactive webcast?

More from Entrepreneur

Amina AlTai teaches entrepreneurs and intrapreneurs how to balance a thriving career, body and mind.
Book Your Session

In as little as seven months, the Entrepreneur Authors program will turn your ideas and expertise into a professionally presented book.
Apply Now

Create your business plan in half the time with twice the impact using Entrepreneur's BIZ PLANNING PLUS powered by LivePlan. Try risk free for 60 days.
Start My Plan

Latest on Entrepreneur