The 8 Cardinal Rules of Publicity - And Why You'd Better Break Every One Of Them

Somebody, somewhere decreed that business should be done a certain way, and that any deviation was wrong. Paradigms were set, and thousands of college freshmen embarked on a quest to master the “essential wisdom of success”. And they were all wrong. Here’s some examples of some of the wrong truisms we’ve bought into:1.Stay with the Tried and True. That’s the “safe way”. Everybody is doing it. Staying in the mainstream is a guaranteed way to get lost in the crowd. It takes moving past the crowd if you hope to get noticed, by customers, or the press.2.Buy ads in all the right places. This one’s a toughy. There’s definite advantages to having a yellow pages ad or a persistent block in the local paper, but far too many people assume that’s all there is to it. If what you have to offer really is needed and fascinating to the general public, you shouldn’t have to pay to tell them. That’s what my course on getting free publicity is about. Sending out press releases and getting the media to give away the very best form of publicity, an endorsement from a media personality. It won’t cost you anything to find out plenty about writing a press release and/or getting free publicity at my sight located at: www.PressReleasesMadeEasy.com. You might also find it helpful to look over my complete course on the subject, which includes plenty of examples of press releases that made it, tips on how to write them and a comprehensive media contacts list. You’ll find my course at: www.Hartunian.com/prkit. 3.Find a working plan and stick with it. Just because something’s worked in the past doesn’t mean it’ll work in the future. The world is constantly changing, and businesses that succeed continue to change as well. What you offer and how you tell the world has to reflect a cutting edge commitment to innovation. 4.You can cut back on your advertising once you’re going strong. Why would you cut back? It took a lot of hard work to get the first few customers in your door, now that the word is out and people are more likely to respond to the same amount of advertising, why would you cut back? Now’s the time to push harder than ever. 5.Any advertising is good advertising. This is a critical, almost suicidal trap. Several studies show that a poor ad can do more harm than good. Studies have shown that companies have actually lost business after poor ads hit the marketplace. Something that looks cheap and sloppy destroys confidence in your dependability. Again, right at the top of the list of “good” publicity, is the best kind, the stuff you get for free. If you can sell a reporter, editor or talk show host on the fact that you know what you’re doing, having them tell the world is worth its weight in added customers. 6.It takes an element of luck to succeed in business. “Lucky Breaks” are irrelevant in your quest for success. If winning the lottery bought you a successful business, chances are you aren’t ready to run it. Business success will ALWAYS follow hard work and an organized approach to telling the world about your product. If you’ve prepared and you’ve kept a constant hand on the helm, then that lottery win will probably fall in good hands.7.It takes money to make money. America is full of examples that show this isn’t true. In the 21st century, business success can come from three very small investments. You need to have a phone, a printed out press release, and a way to fax it out to media outletsyou’re your imagination is at all good, it’s just a matter of time before you’re going to end up with thousands of dollars worth of free publicity, and the customers that brings with it.8.If you offer a good product, buyers will “beat a pathway to your door”. You could find a way to drive a car using nothing but water and still die broke if you don’t tell anybody. They’ll beat a path to your doorway, but only if you let them know what you have to offer, and there’s no better way to do it than free! Not only is the price right, but the quality of the endorsement you’ll get from a successful press release is worth far more than anything you could possibly pay for.So break a few rules and beat a new path through uncharted territory. Let the other guys try to follow you for a change.

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