Times have changed. This isn’t where you begged the media to feature your story and spent most of your capital on advertising. The public’s IQ has tripled these last 30 years with the invention of new technology like computers, cell phones, wide use of the internet, etc.

You have to realize that with the internet, the public sees thousands of pitches and ads. The media is inundated with firms trying to pitch their story, or press releases. What makes it that much worse, is that many newspapers and media outlets are failing. It is hard work trying to place a story or release when the outlet is holding on to every subscriber for dear life. How do you make your message stand out?

This is why you should approach your publicity like you are on a date. Now, is your date going to be more successful if you just talk about yourself and how great you are at everything, or will it be more successful with you mixing it up, talking about yourself, but also asking them questions and getting to know what their wants and needs are?

The most brilliant salespeople in this world do not come across as selling on the first sentence, even though they are, (Always Be Closing). You have to engage your target audience and get to know them. You need to know what makes them tick. You have to write content that people want to read. This is how you will get the media to pick your articles/releases, and how you will get your customers to read them. Give them what they want. They don’t want a company writing three paragraphs about how great their product or service is. Give them content that they will enjoy reading and learn from. You do that, and they will spread the word for you.

Instead of going up to your customer at a bar and saying “are your legs tired, they have been running through my mind all day,” instead try “Hi. I am Nick and it is nice to meet you.”

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