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DEVELOPEMENT
 Definiteness Of Purpose
Pervasive Knowledge Network
Razzle, dazzle, sparkle, and shine. Isn't this how we think all those stars get to the Oscars in the first place?
However, it's less glitter, and more planning that creates the reality. First comes the dream, then the work,
then usually a host of disappointments to test the resolve, then a series of small successes, and
then....publicity. It is a fairly predictable road, but often as business people we forget to plan our own
personal Oscar's night.
We also miss the key ingredient - publicity. Marketing is what gets you in front of your target market to make
the sale. Publicity is the spotlight that shines on you and solidifies you with mass appeal as the popular
expert in your field. You drive marketing to your buyers. Publicity drives the masses of buyers to you.
When your focus has been marketing it's a little tricky to change your paradigm to publicity. However, the
important difference between marketing and publicity is your target audience. You are no longer pitching to
buyers of your product or service, now your audience is the media. This means editors and producers.
These important people are looking for one thing, the story. A unique story. Something inspirational,
motivational, newsworthy, or educational. Period. Nothing else will do.
In order to be successful in the media you have to think like a publicist and find your unique story. If you
don't have a story, it's time to create one. What is unique about you or your business? Sometimes it's an
attitude. Like the employer that regularly asked her employees what they didn't like about their jobs and
then proceeded to shift responsibilities. It may be an event, like a charitable event that raises money for
starving children but serves beans and rice at the gala event to demonstrate how it feels to be poor. It may
be your wit, your way of thinking, what you care most about, or how you integrate your values into your
business. Only, you can find it, but trust me, it's there.
Begin to explore your own unique angles and media curves by keeping notes on your thoughts and
attitudes. Scribble, color, or paint it out - it really doesn't matter as long as you begin to devote time to
exploring your "story". Not your ad, not your price, not your product, but your story.
Once you've angled into your own unique media offerings, find the appropriate avenues to make your pitch.
Take care though, the media should always be treated with good will and respect. Do not, go
for the hard sell. This is not the time. If you must, save the hard sell for marketing, or better yet, chuck it all
together.
Be a star with the mind of a publicist.
See you at the Oscars!
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"Veinte Ceros" Spanish For Twenty Zeros
20 Examples of Double Meanings
"First Decade" The Title "Twenty Zeros" Consider "Double Meanings" In The English Language
From Gossip Columnist In LA
Dear Randy,
I tried getting into your document but could only get to
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Anita T.
LA.Com
Double Meanings In The English Language Answer The Riddle For Easy Title Of Our First Decade. Think Not (Numbers) Of 20 Zeros Rather, Twenty Zeros As A New Name
Eighteen Examples of Double Meanings In The English Language At Name Decade Twenty Zeros...
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AND WHY THE INTERNET
First of all, the Internet is a World Wide Web of information that is accessible from
anywhere in the world! Your business is open 24 hours 7 days a week. That
means anyone, anywhere, anytime, can see your business even while your
sleeping, and what could be better then that!
Not only is the Internet a better way to stay open, it can deliver your ideas in a more
dynamic way then ever before with photos, animation and sound.
Making documentation available for downloading like manuals and reports, gives
your customer base immediate access to vital information. Product and service
feedback is possible by utilizing online forms that your visitors complete. This
allows you to keep open communication channel with your customers.
Your site can provide detailed visit information, allowing you to make a better
decision on what visitors are seeing and what you would like them to see. Having
your business online globally is very cost effective and any information on the site
can be updated at a moments notice!
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