Build Your Business on Publicity
by Elizabeth K. Fischer, written for International Association of Meal Planning Businesses

Have you ever tasted an entree that was missing its key ingredient? The flavor of the dish was changed, and it was less appealing, wasn't it? Just as a key ingredient is important to creating a tasty dish, publicity is important to a profitable marketing plan. Unfortunately, most businesses don't realize that you build your business on publicity and you maintain it with advertising.

Publicity must be the foundation of your marketing because it is credible. When consumers receive information via publicity they pay attention. They actively ingest what they are seeing, hearing, or reading. Even more, they believe this information. Since the information is delivered via a credible source, consumers trust the information. Very likely, the information is being received from a comfortable source that they access regularly. All this leads to memorability. When consumers actively ingest information from a credible source that they believe, they remember the information.

And frequently they act on it. They mention it to others, notice additional information on the same subject, and make a purchase. Once consumers are familiar with a concept, a service, or a product, they will take note of additional information on that subject, however it is delivered to them.

That is why you build your business on publicity.

Publicity is not only the key but also the basic ingredient of your marketing. Publicity gets your information to consumers. After they know about your business, they are likely to notice your advertising. Generally, consumers do not notice advertising from unfamiliar businesses. They tend to notice ads for businesses with whom they are acquainted. Once you have introduced your business to consumers via a credible source, they feel familiar with your business and will be much more inclined to notice your ads.

To many business people the major difference between ads and publicity is that publicity is "free." While it is true that publicity usually does not require a cash outlay and advertising does, well-done publicity does have a cost involved. That cost comes in the form of time rather than money. You invest time in thinking through your publicity plan. You invest time in watching for publicity opportunities. You invest time in carrying out your publicity.

One of the best ways of getting publicity is through press releases. Just as there are secrets to creating tasty entrees, there are secrets to creating successful press releases.

Learn how to write your press releases.

Have Elizabeth write a press release for you.