In the last article I told you the first reason I feel that you

will soon have no choice but to use publicity to market and sell

your products or services.  Let’s move on to the second reason –

and this reason hits you right in the bank account.


I’m sure it’s no surprise to you that the cost of advertising,

mailing, yellow pages listings, etc. have risen to astronomical



To make it worse, your competition has made this a game of “Mine

is bigger than yours.” Running bigger and bigger ads.  Sending

out more and more expensive mailings, thinking that outspending

the competition is the way to win the game.


If you have pockets full of cash with no bottom, you may want to

continue to play the game.


I have better things to do with my money than to try to outspend

my competition.  I want to spend my money enjoying my life,

helping dogs and other charitable causes.


That’s where publicity comes in.


I don’t care how big your competitor’s ad is in the newspaper.  If

you get a big story about yourself and your business in the same

paper, you win.  That’s because stories in the newspaper have

more credibility than ads.  Anyone can pay for an ad.  Not

everyone can get written up in the newspaper.  Well, they could

get written up in the newspaper.  They just don’t know how.  If

you know how to get publicity, you’ve got an enormous advantage.


When people read that story about you, they assume you must be

the expert in the field.  If you weren’t the expert, why would

the newspaper have done such a big story about you?


On the other hand, regardless of what size ad you run, you are

seen as nothing more than a salesman.  And what do people do when

they encounter salesmen?  They put up lots of barriers and



When a story about you appears in the newspaper or on radio or

TV, resistance disappears.


The moral to this whole story?  If you want to do battle with

your wallet, fine.  It can be a darned bloody battle.


If you have other plans for your money and you want true power,

credibility and celebrity status, publicity is the way to go.


In the next article I’ll give you the third reason I’m confident

that you will soon have no choice but to use publicity to promote

your business, product or service.

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