As Seen In This Morning's USA Today

Anita

A good read from Perry Marshall that I thought I'd pass along this morning ...

In today's "Money" section of USA today is a generous-sized article about Google AdWords. It includes a sidebar on how Keyword Auctions Work and a quote from a certain Mr. Perry Marshall.

Any day you show up in USA Today - and it's not 'cuz you got indicted for something - is a good day. :^>

"OK, that's great for you, Perry," you say. "And... why should I care about that???"

I doubt you care about me being in USA today nearly as much as I do. But... there is a formula here that you can use too.

First, you'll notice that now that this has happened, I'm emailing my customers and telling you about it. Went to lunch with a client today
and showed it to him. When you get any kind of publicity, your first job is to publicize it. Not just to your mom and dad but to everyone you do business with. Not just once but for a long time.

Most of your friends and clients will NOT see your writeup in USA Today, unless you show it to them. You should make copies, send 'em out, put it in your email newsletter. You can use it literally for years. You can send a copy to every prospective customer, along with your other sales material.

How did the reporter find me? He searched the Internet, and there I'm pretty easy to find. But there are other ways (and with my new book hitting the bookstores in a couple months I'll be using all of them):

- You send out press releases

- There are services that refer reporters to experts - you can be on the
list

- Select specific media people you want to target and cultivate relationships

- "Direct To Consumer" press releases - bypass reporters and use the search engines

- Make yourself available for radio and TV programs

Joan Stewart's excellent resource website with tons of great content on getting this kind of PR:
http://publicityhound.com

Make reporters love you - by making their job so much easier:
http://publicityhound.com/free_publicity/Articles/valuable_news_source.html

One last thing:

I can't possibly tell you how much of an advantage you have over other, run-of-the-mill competitors when you have even a little bit of media attention to polish your halo with. When I left my Dilbert Cube job 5 years ago, the #1 factor that launched me from Cubicle occupant to independent operator was the press exposure I'd created with magazine articles, press releases and authoring a book.

These things mean the difference between a client having a bias NOT to do business with you, vs. a bias, in advance, that they WILL do business with you. You command more respect.

Respect is good.

Perry Marshall
_________________

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