Farewell to a legend. David Letterman signed off after 33 years last night. If you have yet to read a retrospective on his career then you probably have been without internet access this week. I hand picked a few of my favorite Letterman pieces for your reading pleasure.

But enough about other people’s work. I have a real-world event to tie marketing advice to, so here we go:

10. Have a Powerful Platform

For 33 years, Dave has appeared on two of America’s broadcast television giants: NBC and CBS. Millions of viewers tuned in to his shows. A whole generation grew up watching him. Dave’s influence proves that if you can get yourself in front of millions of people on a regular basis your reach will increase exponentially.

Put yourself in position to be seen, read or heard by millions of people.

9. Be Influential to the Generation Following You

There have been countless stories of Letterman’s influence on a whole generation of comedians that we currently see on our TVs. Conan O’Brien’s heartfelt goodbye was my favorite one. Here are a few more.

Be so good that you’re influential to future marketers.

8. Develop Classic Concepts

Dave is best known for this Top Ten Lists, maybe the most famous bit in the history of late night television. Stupid Pet Tricks and Stupid Human tricks were two other famous gags that stood the test of time.

Develop classic concepts that set you apart from the competition.

7. Find a Great Mentor

Johnny Carson is often considered the king of late night television. Dave looked to Johnny as a mentor, and when Johnny retired from The Tonight Show he famously preferred Dave to take his spot instead of Jay Leno. We all need a good mentor, especially someone at the top of their game.

Find a mentor who has great influence and will recommend you for his position when he retires.

6. Get Celebrity Endorsements

Part of what made Dave so great was all the celebrities that came on his show over the years. One has to have top notch guests in order to make it in late night, and Dave was able to sell himself to the audiences that these celebrities generated.

Improve your brand awareness by getting endorsements and partnerships with big time celebrities.

5. Surround Yourself With Talented People

In his final show, Dave thanked all the people that had helped to make his show possible. This included a litany of talented writers that had been with him over the years, as well as his band leader and friend Paul Shaffer. It takes a team to do something truly special.

Find as many talented people as you can to work for you.

4. Always Follow Through on a Concept

“Top 10 Marketing Lessons Learned from David Letterman” has synergy because it is a nod to Dave’s famous Top Ten Lists. It’s important to find 10 specific lessons in order to make the concept work, even if you have to force a few. People will remember the concept, not the little bit of failed material.

Never be afraid to force some material in order to make a concept work.

3. Keep Your Friends Close

In Dave’s last show, he had a few of his frequent guests return to read of his final top ten list. It’s important to always maintain a group of trusted confidants and friends to help you with major projects.

Make and retain friendships and connections.

2. Go Viral

One of Dave’s most famous bits was the GE Handhsake. Shortly after GE bought NBC, Dave took a camera crew and a fruit basket to the GE building. Upon arriving, a GE security officer offered to shake Dave’s hand but pulled his hand away at the last second and asked him to leave the building. This clip become wildly popular and achieved an impressive level of pre-Internet viral spread.

Creating content that goes viral is the best way to get noticed.

1. Be a Once-in-a-Generation Talent

There will never be another like Dave. His trail-blazing humor set the standard for late night shows following him. He was a natural from the very first time she appeared on The Late Show in 1983. Talent will always rise to the top.

It helps if you are supernaturally talented at what you do.