Last time I mentioned the “halo effect”. Several readers asked what that means.

The halo effect is one of the most powerful benefits of getting publicity. I’ll demonstrate this by comparing advertising and publicity.

When you place an ad in a newspaper for your product or service, what do readers see you as? They see you as an advertiser.

When people see you as an advertiser, their guard goes up. They know you’re going to try to stick your hand in their pocket and come out with their money.

In order to make a sale, you have to convince the reader that you’re honest, you’ll actually provide the product or service you’re advertising, the product or service will be of the quality you advertise, you won’t run away with their money, you’ll live up to your guarantee and on and on and on.

That’s a pretty big mountain to climb.

Now consider what happens when you get publicity for that same product or service. Do people see you as an advertiser? No way! After all, the newspaper did a full page story about you and your product.

They mentioned how you’ve been in the community for over 14 years. In addition to describing your product or service in glowing terms, the article talked about how you support the local Little League, you’re a member of the Kiwanis and Jaycees, how you want to help the community and how you’re happy to give members of the community free advice.

You’re no advertiser – you’re an authority, an expert…a celebrity! After all, aren’t celebrities in the newspaper all the time?

That’s the halo effect.

When you run an ad for a product or service, you’re simply an advertiser. But if the same newspaper runs an article about that very same product or service you’re offering, they give you their implied endorsement. Readers assume the newspaper wouldn’t run a big story about you unless you were a good guy and your product or service was well worth the money.

By doing this, the newspaper puts a halo over your head. You’re one of the good guys. You’re an “angel”.

Next time I’ll tell you a story that will demonstrate how incredibly powerful this halo effect can be. It’ll be a dazzler!

In the meantime, work on getting that publicity and the benefits of the “halo effect”.

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