I don’t care how much free publicity you get, if you don’t get your contact information out, you’ve wasted your time. By “contact information” I mean your phone number, address, web site or whatever.

Without your contact information, how are people going to get in touch with you to buy your product or service?

Don’t tell me about the “great exposure” you got. Exposure is worthless. You want sales, not exposure.

“You’ll get great exposure” is one of the biggest sucker lines of all times. That bogus line is used to get people to do a whole variety of things for free (like speaking, giving away products, doing media interviews, etc.), when they should be making money. Sales pay the mortgage, not exposure.

My golden rule of free publicity (or, as Mary says, The Holy Grail of Publicity) is:

“Publicity = Dollars in the Bank”

If you don’t make money from the publicity you get, why bother at all?

When I speak at seminars around the country, I constantly get people telling me about the “great” publicity they’ve gotten. My question always is “How much money did you make from that radio interview?”

Without fail, they don’t know.

Then they wasted their time.

Not only do you want to make money from each and every one of your interviews, you want to use that as a measure of how good the interview was, how good the radio station or newspaper is, etc.

If you’ve done three interviews on the same radio show and each time you made few or no sales, why bother doing interviews on that show any more?

On the other hand, if you do interviews on another show and make a pile of money each time, do whatever it takes to get invited back on the same show over and over.

Always remember Paul Hartunian’s Golden Rule of Free Publicity:

“Publicity = Dollars in the Bank”

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  1. Ed Weinsberg Says:

    Dear Paul,

    I appreciate your telling us that exposure without sales is not worth anything. My question is how you track what radio show or news article results in sales, especially if you are doing multiple interviews or articles at the same time?

    Thanks for your response.

  2. Peter Says:

    Hi Paul,

    One question I have is how do you get a reporter to include your contact info when they include a quote from you? I always give reporters my contact info, but it seems like a good part of the time when they use my quote, they do not include any of my contact information. Is there a strategy for getting reporters to include your contact information when they use your quote for a story they are working on?



  3. Alan Tutt Says:

    Do you have any suggestions on how to track the results from multiple publicity events that take place during a single time period?

    Some people suggestion using a different URL, phone number, Suite # in an address, or some such thing. Is this what you do, or do you have a different way to track separate publicity events (articles, interviews, etc.)?

  4. Paul Hartunian Says:

    When you do interviews you can often track simply by watching for where the orders come from. So, if you do an interview in Nebraska and all of a sudden you get a bunch of orders from Nebraska, you can pretty much assume that’s where they came from.

    You can also be more precise by adding tracking codes to the web pages you send people to. So for each interview you do, you have a separate tracking code.

    There are lots of ways to tag and track responses,but keep things as simple as you can because you can get lost in technology and miss the publicity oppotunities.

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