For a good while now I’ve been talking about publicity and celebrity status.  I’m doing this because of the enormous shift that’s taken place in the way people get publicity, recognition and business.

 

I mentioned in an earlier post that we have switched from being a credential society to a celebrity obsessed society.  Like it or not, that’s the way it is.  If you refuse to recognize that, your business and your publicity efforts will suffer.

 

I mentioned how easy it is to become a “celebrity” – whether you’re going to be a celebrity grocer, auto mechanic, dentist, accountant, interior decorator or whatever.  Publicity automatically gives you that celebrity status.  You don’t have to do anything special to get it.  It’s the greatest bonus in the world.

 

Now for the good news about publicity.  If you know how to get and use publicity properly and your competition doesn’t, you win.  I don’t care how big your competitor is or how well established they are.  You know how to use the most powerful marketing tool in existence – publicity.  So you win.

 

And the bad news.  If you don’t know how to get and use publicity and your competition does, you lose.  I don’t care how big you are or how well established, you lose.

 

We are in a true David and Goliath situation right now.  I see it lasting for a long, long time.  The rules have changed.  If you haven’t changed, life is going to be more difficult than it has to be – and it’ll only get worse.

 

I don’t want to make it sound like publicity is the end all and be all of marketing.  But I do want to make it perfectly clear that it is the most powerful marketing tool you have available to you.  It’s also the most powerful marketing tool your competiton has available.

 

The winner is the one who learns how to use publicity correctly – and who puts it to use.

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