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 Smart Tip On Page! SavingForCollege.Com Next Student Fin Aid  Financial Aid State By StateApply Student Aid Online U.S. Department Of Education 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! Tip-Money BroadBase Web Search Directory Cast In Order Of Appearance DOGPILE Google Netscape MSN MultiMeta MAMMA ASK CNET LYCOS NetFind SNAP AltaVista EXCITE WebCrawler METACRAWLER YAHOO OVERTURE  People & Business Search 555-1212.Com
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From Gossip Columnist In LA
Dear Randy,
I tried getting into your document but could only get to
first page, none of the highlighted subjects could be
opened. Why don't you just briefly explain it to me.
Thanks,
Anita T.
LA.Com
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