John Gray didn’t tell us that men and women approach the world in a different way.
He told us that men are from Mars and women are from Venus. That’s his concept and he owns it.
When you see a fit and trim guy named Jarrod holding up a pair of oversized pants in front of him, you think of Subway.
When you hear the word Amazon, you probably think of books before you think of the river.
When you hear the phrase “publicity hound,” I hope you think of me.
Marketing expert David Avrin believes that if you can come up with your own unique twist–whether it’s a clever moniker, or an approach to solving a particular problem, or a new way of presenting the same core material–it will be easier for you to get publicity.
Once you create something that is uniquely you, it will be easier for the media to find you. And once they start seeking you out, your publicity multiplies and your job of getting public attention becomes easier.
Yet too many Publicity Hounds fail to differentiate themselves. Every week, it seems, a “life coach” contacts me for help with publicity. When I start asking about their credentials, I usually hear the same old story. “I got divorced and survived it. I got fired and learned from it. And I have a message to share about starting over and achieving your goals.”
So what? I’ve been divorced. I’ve even been fired. And I know what it’s like to start over. But that doesn’t qualify me to tell someone else how to live their life and reach their goals.
In an article he wrote for the September/October 2004 issue of The Publicity Hound subscription newsletter, Avrin explains how he turned a young professional speaker with an interesting topic into a nationally recognized expert. The speaker started his own association, and the media contact him for comments about the topic of date rape, which he started speaking about after his sister was raped. You can order the issue here.