I sure wish I could take credit for that brilliant quote, but I can’t.  It comes from Al Ries and Jack Trout, authors of several popular marketing books.

Even though I didn’t come up with that quote, I live by it – in my publicity efforts, in my marketing efforts and in most everything I do.  That’s because it’s 100% true.

There’s a marketing principle called “speed to market”.  That simply means, whoever gets their product, message, publicity, etc. to the market first has a huge advantage over everyone else who enters that market.

But there’s even more.  Not only do you have to get your product, service, name, etc. to the market first.  You also have to get into the customer’s mind first as well.  If you simply get your product to the market first without getting into their mind as well, you’ll lose.

Let’s be clear about one thing, though.  When I say that it’s better to be first than best, I DON’T mean that you can rush some junk to the market just to be first.  That’s a sure formula for failure.

Your product has to be good.   But if you waste time trying to get your product to be BEST, you’ll watch all of your competitors zoom past you.  One of the reasons is that the vast majority of people who try to make their product or service BEST never get to the point where they feel the product is ready to go.  They always feel there’s more improvement possible.

While these people are fussing about perfecting their product, their competitors are raking in the dough.

So, how do you get your product or service into the minds of the public?

That’s where publicity comes in.  As I’ve told you many, many times, just a few of the benefits of publicity are:

1) – instant credibility – when you appear on radio or TV, or in newspapers or magazines,  people instantly believe you.  You are instantly in the minds of the public.  That’s because you get the implied endorsement of the media.  Do you see how valuable the implied endorsement of USA Today, The NY Times, The Wall Street Journal, etc. can be for you?  And I’ll bet that not one of your competitors is using publicity, because they haven’t taken the small amount of time needed to learn how to do it right.

2) – speed to market –  when you follow my formula you can write a powerful press release in 10-15 minutes.  You can have your press release in the hands of the media in 15-20 minutes.  So, in less than an hour you can have your story written and out in the media.  You can even be doing interviews – all in less than an hour.  That’s speed to market!

3) – instantly celebrity status – I don’t have to go into detail about this one, do I?  If you’re new to this blog, read my earlier posts about creating instant celebrity status.

So stop fussing about your product or service not being perfect or the best.  How would you even determine that your product was the best?  You can’t.

Just get your product to be very good – worth more to the consumer than you are charging.  You can always add improvements later and give the improvements for free to the people who already purchased.  Not only have you improved your product, you’ve also endeared your customers to you, because you gave them the improvements for free.

Most importantly, get your press releases out and get to the marketplace.  Learn how to write a powerful press release and then use that skill to create the press release, get it out and do interviews.

Stop obsessing about your press release not being perfect.  It’ll never be perfect.  Follow my formula, make it damn good, then get it out.  I guarantee you’ll get no publicity for every press release that never goes out.  So get the doggone thing out to the media.

I keep talking about how important it is that you simply take action.  It holds true for publicity as well.  Take action.  Get the press releases out.  Check your results.  Then improve your press release and get it out again.

I have four dogs looking at me wanting me to take action right now.  So I’m rounding them up, getting them all into the car and we’re all going to lunch.

Now it’s your turn to take action.

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