Power PR

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We, as consumers, have been hit way too often and hard with advertising. The whole concept of advertising doesn't work any more by itself because advertising is really just self-promotion. Where does consumer trust enter in when all they see is self-promoting companies competing for their attention? And how do we create this trust with potential consumers without first overwhelming them with "It's all about me" campaigns? The answer is called marketing publicity. Just what is marketing publicity? How does it differ from advertising? Marketing Publicity is the ability to get favorable news articles and feature stories published. It is one of the most effective types of marketing because it uses objective third party endorsement. Third party endorsements are believed because the third party has nothing to gain. They are either an expert on the topic and have investigated it or they own your product and are benefiting from it and most importantly, they are excited about the benefits they are getting. In the last six years, every successful, high profile, astounding promotional campaign I have studied was driven by publicity. 57 million "Harry Potter" books were sold in more than 200 countries in less than three years, driven by publicity. In less than two years, "Hotmail" signed up 12 million subscribers because of publicity. Microsoft did almost no advertising. The movie "The Blair Witch Project" was seen by 50 million people because of publicity. Following in the same categories as well are the book "A Series of Unfortunate Events," "My Space" on the internet front and the movie "Napoleon Dynamite," with similar results. Publicity done in volume, as in magazine articles, is particularly valuable when the client's market is large and the client's product is not well known. It will drive sales and brand your product while generating new leads and new clients. Articles create trust and credibility, as well as deliver your message in volume. When you use the objective third party material generated to strengthen the advertising you are doing, you will gain a huge competitive advantage. Include an article with your direct mail piece, display your articles at your trade show booth, mention your article in your telemarketing campaigns, and display them on your web site. Then you are using an objective third party in all your other marketing avenues, which will increase believability in you, your product, your service and your company. Happy selling! A USP or Unique Selling Proposition, is vital to anyone who is in the business of selling a product or service. It is that unique "thing" about your product or service which makes you different from all the competition. It is something that makes you stand out from the rest. That's what we learned from Rosser Reeves, former marketing guru of the 60's, when he wrote his famous book, "Reality in Advertising." Reeves believed that a campaign should last the life of the product; that advertisers shouldn't change the campaign just to make the advertising different. Don't change your advertising to appear different than your competitors.

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