Who Can Publicity Work For?
The true beauty of publicity is that it can work for any type of business, brand or person. For example, entrepreneurs, small businesses, online businesses, startups, influencers, trade businesses, retail, professional services, and so many more.
Publicity can work for any size business.
Listen…
You can seriously transform yourself and your business. The confidence that you will gain after you score publicity will be absolutely off the charts. Your friends and family will think you are a celebrity and are finally ‘kicking goals’ and your business will grow and grow!
The Publicity Industry’s Dirty Little Secret…
There is a lot of mystique about the public relations industry which probably stems from the old Madison Avenue days… when contacts and ‘media insiders’ were a huge part of the game…
Not anymore!
Secret #6:
Now, thanks to the digital age, you can cut out the middle man and do it yourself, 100% FREE!
You can get publicity, even if:
- You’re not a writer
- You have no experience whatsoever
- You have no idea of what to say or email
- You have no idea where to find media contacts
- You think you or your business is too boring, too old, too fat, too embarrassed or ‘too’ anything else!
The Massive Benefits:
Publicity is Powerful
No other method can add a shot of adrenaline to your business as quickly as publicity can.
The media is extremely powerful. Infomercial companies put ‘As Seen on TV’ labels on their product boxes because they know that being ‘on TV’ is extremely persuasive!
(even though the only time the product is ‘seen on TV’ is because they paid for a few 2 am timeslots)
There is simply too much to gain by getting in the media – for example:
- Getting recognized as an expert with features in big-name publications
- More clients who beg to work with you and who pay you handsomely for the privilege!
- Dramatically boost the value of your business
- Grow your email list with an avalanche of potential clients
- Get invited to industry functions and events
- Meet influencers and have industry icons and thought leaders share your work and insights
We spoke earlier about how important reputation is…
I am talking about the reputation where people must know, like and trust you… before they buy from you.
You see, the most critical factor is not how you see yourself – it is how your target audience perceives you that’s important!
What’s the difference?
It is people’s perception of your business that counts.
If people perceive your competitor’s business is the ‘best’, then that’s the truth (for them!).
If you’re like many other outstanding businesses, and you have inferior competitors who are ‘making bank’ then it is highly likely that they have built a reputation in the market.
And the fastest way, hands-down, to build a reputation of trust is through the media. I mean, one story can quickly build the reputation you need OVERNIGHT!
For example, I successfully pitched a story about a little-known Australian beauty pageant to Channel 10’s The Project with the angle being that the pageant embraced inclusivity and diversity. When the 5-minute 30-second segment aired, the beauty pageant’s website crashed due to the sheer number of pageant hopefuls wishing to sign up!
Imagine how much trust and credibility you will have if you get your business in your local newspaper, the Today Show, or in Forbes!
While trust and credibility is the reason why your competitors are winning…
There’s a MUCH bigger psychological game at play!
Let me explain…
To form a belief about a business or person, our brains create a response based on our past experiences, emotions, memories and stories we hear from others – I call this ‘brain work’…
When we need to decide on something, our brains will take those factors and calculate whether that thing is either good or bad / yes or no…
For example, when I say “used car salesman”, what do you think?
Your brain creates a response.
If you have a negative response to “used car salesman” then it is going to take you a lot of ‘brain work’ to change that belief.
But there is one thing that can decide for you before you need to do brain work.
It’s called social proof.
Social proof is a huge shortcut for ‘brain work’ because the people that we trust have already done the thinking for us.
It is why we trust a doctor – as soon as we see the lab coat and stethoscope, we don’t need to do ‘brain work’ to review their medical degree and experience… we trust them immediately…
It’s the same way that we trust experts being interviewed on the Today Show, CNN or in the Australian Financial Review… we don’t have to think, thanks to social proof!
There is no better driver of social proof than with Free Publicity in the media.
There’s something else.
The media also does something else that adds to social proof…
Remember we said that in order for people to buy, they must know, like and trust you?
Well, when you appear in the media, you gain the ‘celebrity effect’ which causes people to want to know you, want to be your friend and even buy from you…
If Will Smith asked you to buy from him, you’d probably do it. It’s because we LOVE celebrities!
I mean, the most famous family in the world are known for nothing else, other than being in the media… you know who I’m talking about.
The fact is that media has that double-bang effect:
- Social proof, and
- Celebrity status.
What does this mean?
Once you get in the media, people will be much more likely to know, like and trust you!!! And therefore, more likely to:
- beg YOU to do their work
- pay WHAT YOU’RE WORTH, and
- tell their friends that you’re their friend and REFER business to you!
- invite you to parties and events.
Publicity is literally a no-brainer!
Getting media exposure should be the goal of EVERY business!
Want to know the best part?
Once you even get ONE media win, your business can capitalise on that for years and years!!! However, when ads are gone, they’re gone…
Also, once you get into the media, it is the ULTIMATE content to share on Social Media. I call this the publicity multiplier effect…
Also, think about how you will feel when people start talking to you like a celebrity in your industry!
I am not talking broad market ‘Kardashian status’…. I am talking about “Industry celebrity status”
My stunning realisation
As I was growing my PR agency, more and more businesses were approaching me, and the busier my agency was getting… the less time I had to train employees (classic working in my business, and not on my business)…
The problem was that the ‘traditional method’ for getting publicity that they teach at University was inefficient and outdated…
I could not afford all of the extra time…
So I decided to distil all of my knowledge that I gained from University (a degree that cost $60,000) and my 20 years’ of experience into a simple, step-by-step method… that is literally FOOLPROOF!
After 12 months of tweaking and refining, BANG! I nailed it…
