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Heres Why Youll Soon Have no Alternative But To make use of Publicity
For many, a few years I have been the #1 authority on how anyone can get publicity for his or her product, service, business, cause or issue. Through the years I’ve made some major predictions about the marketplace, the way forward for publicity and advertising, etc. I’ve got another one right now.
I predict – no I am certain – that you’ll soon don’t have any alternative but to make use of publicity to promote your enterprise, product, service, etc. There are several reasons for this. I will go into one in all them now. I am going to cover the others over the next few articles.
Like it or not, the US marketplace – and doubtless the entire global marketplace – is not driven by quality, experience, training, etc. It is driven by celebrity status. Here’s what I mean by that. For centuries, the marketplace was driven by qualifications. People would choose a professional or a vendor based on the training that person had, the variety of years in business, prestigious awards they could have won, etc. So, in case you were choosing a physician, a Harvard educated doctor could be at or near the highest of the list. The person who had been in the plumbing business for 26 years got the nod over someone who only had 2 years in business. That has all but disappeared. Now, the economy is driven by celebrity status. Sad…but true. Want a transparent example of this
What if the most recent winner of the Nobel prize in physics was to appear at a local market to sign autographs. How many individuals would show up Right, his mother, his sister and his dog. Now, what if some second rate, has-been, blast-from-the-past TV actor showed as much as sign autographs. How many people would show up Right, make sure you have crowd control available. The lines of adoring persons are going to be long. Want another example
Suzanne Sommers is out spewing forth advice on health, medicine and nutrition. She played a large-breasted, dizzy blonde on a TV show 25 years ago. What the heck makes her an authority on health, medicine and nutrition
Right… zip! But nevertheless, her books fly off the shelves while the books written by respected, Harvard educated physicians and their peers are relegated to the remainder sale pile. Some of chances are you’ll say that Suzanne’s books get better marketing, are written better, etc. I say nay, nay. I say they only have the celebrity status of Suzanne. This is driving highly qualified people crazy. People with celebrity status are given more respect, credibility and money than they’re. But there’s a solution, Publicity. As I mentioned initially of this article, I predict that soon you’ll don’t have any choice but to make use of publicity to market whatever it’s it’s important to market.
The good news is that it can be pretty darned simple to place the facility of publicity to work for you. In my talks across the country, in my ezine, in my hardcopy newsletter I’ve been harping for years about the ability the media has to make you an “instant celebrity”. Just the very fact that you just were on radio, TV or within the newspaper or magazines, makes you an instant mini-celebrity. Do you doubt me Well, think about this… For instance you’re on TV cures for dandruff on Friday night. On Saturday morning, you are out mowing your lawn. Your neighbor opens his door to get his morning newspaper. He sees you and says: “I saw you on TV last night. I didn’t know I used to be living next door to a…. celebrity!” Hmmm, so being in the media does make you a star, would not it
I’ve also spent years chastising people for not using publicity and struggling to make their businesses hair closure work. Why aren’t you using the media to make yourself the local celebrity chiropractor. Or real estate agent. Or tax preparer. Or mortgage consultant. Or carpenter. Or whatever field you’re in. cures for dandruff I do not know why you are not using publicity. I’ve shown you the power it has dozens and dozens of times. Are you uncomfortable with the term “celebrity” That discomfort can cost you a bundle – and maybe even your enterprise or profession. But forget what I say. Look on the marketplace. Take a look at how much of the marketplace – maybe even your marketplace – is driven by celebrity power.
To heck with qualifications, training, education, experience. Anyone with celebrity power can bump you off in a new Jersey minute. (I do know the saying is basically New York minute, but New York gets enough attention.) So, it is your choice. Watch your market being dominated by people with lesser credentials and qualifications than you, but more celebrity recognition than you. Or use publicity to get your personal celebrity status.
Keep in mind what I said earlier about celebrity status. You do not have to be known around the world, stopped everywhere you go for autographs and have screaming fans to be considered a celeb. You just need to been seen in your local media to become an area celebrity.
Why do you think charities ask the weather man or the traffic girl from the tiny local radio station to host their fundraising event It’s because the media has made them local celebrities. Would they even be recognized in the local market Heck no. But simply say: “Jeff Jones, the weather man from WCEL goes to emcee our charity auction” and you’ve got people’s interest. A number of of you may be whimpering that this just is not fair. When did anyone guarantee you fairness, Scooter It is what it is. You can resist it or you need to use it to your benefit. The clock is ticking. The power of celebrity status is growing within the marketplace. Are you in or are you out
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