ver wonder how Brad Pitt and Jennifer Aniston get on the cover of People Magazine? Do you know what it takes to get The Rolling Stones on the cover of Rolling Stone? It takes a press agent. While sales professionals don't have the luxury of engaging a publicist to promote their products and services, there's no reason why you can't incorporate similar promotional strategies to market yourself and maximize sales.

Promotion is all about positioning and packaging. Analyzing the current market is the first step because knowing where to position your solutions is key. How well would the next issue of Fortune Magazine sell if, say, Richard Simmons were on the cover? Effective positioning means putting yourself in the best possible place for the most appropriate exposure.

In today's competitive climate, merchants have a myriad of problems, needs and desires. Your package needs to showcase solutions that not only solve those problems and satisfy those needs but also add value. Show your uniqueness. Highlight your differentiators, whether they are products that do it better, faster or cheaper. However, the biggest differentiator must be you. Integrity, dependability, knowledge and expertise are as important in your packaging as product descriptions.

The first impression your package makes is paramount to what transpires next. Do you have an attractive business logo? Have you considered using unusual colors or fonts for your business cards? Does your brochure incorporate dynamic graphics as well as an easy-to-read format? Remember, you want to not only generate interest but also a positive response.

Another consideration might be to create a catch phrase. Nike does it with "Just Do It." Burger King lets you "Have It Your Way." With all of the vendors a merchant comes into contact with, you'll be the one he or she remembers with a phrase that pays.

A well-designed and developed package establishes an identity for you and your solutions. It goes beyond the basic company name, address, contact numbers, e-mail and Web site info. Does your material provide an overview of the problems your services address? Do you list customer benefits? Do you provide a roster of current clients? Have you included testimonials?

Promotion doesn't end with the presentation. It's all about maintaining contact. It means following up with your standard marketing letter or e-mail highlighting your solutions as well as expressing your thanks for their time and consideration.

Promotion also means updating your Web site regularly. Savvy self-promoters also maintain a mailing list and periodically send out a newsletter of not just their company's recent activities but industry-related news items as well.

Promotion means networking on an ongoing basis. Have you offered your services for speaking engagements or writing assignments for local newspapers and/or trade publications? Do you regularly attend meetings of rotary clubs and similar community organizations? How much volunteer work do you do?

Promotion is all about not letting people forget who you are and, more important, how you can help them improve their business. If you want to become a sales star, you've got to sell yourself. You are the ultimate solution. Stay visible.