Peak Your Profits: Visibility/Invincibility II

Part two of a two-part series


Here are more tips, techniques and tactics from the “Visibility Coach,” David Avrin, a speaker and author of the new, bestselling book, “It’s Not Who You Know, It’s Who Knows You!”

Jeff Blackman: How does one inspire and attract the media to cover and feature their business?

David Avrin: There has never been a better time in history to get press coverage for your business. From traditional media outlets like TV, radio, cable, newspapers and magazines, to the new wave of Blogs, Tweets, E-zines, Webinars, YouTube videos and podcasts, information is 24/7, and the need for content is profound and ongoing. So, what does it take to get featured? It takes a plan; a news-worthy message; and savvy, creative persistence. Real news gets covered. Period.

Good stories, pitched in a passionate and articulate way, get covered. Don’t treat the press like your marketing department. Give them legitimate content or story ideas and you’ll get the exposure you seek.

JB: For a message to be heard, tell us more about the roles of relevance, credibility and passion.

DA: We’re continually being assaulted by unwanted marketing messages. From telemarketers interrupting your family dinner to annoying pop-up messages on the computer screen and even ads plastered on the back of the door of the stall in the public rest room, marketing messages are everywhere. Don’t be one of those! To be credible, most stories must be told by others. Namely, the press. Unfortunately, most publicity campaigns are thinly veiled attempts to fool reporters into advertising their products or service. It doesn’t work.

Three key points:

1. Don’t pitch the product, pitch the message.

2. Don’t promote your business, promote your crusade.

3. Don’t confuse PR with marketing.

JB: What are some classic marketing blunders and what can we learn from them?

DA: The most common mistake is using the same words, claims, or boring, generic descriptors that others use to describe their products or business. For example, in every market, there’s a company that claims: “Our people make the difference!” Really?!

Of course, your people may be smart, talented and valuable, but were they whisked away from their parents at age 5 to a super-secret, customer service training facility on a remote island, or are they just like the people your competition hires?

Sure, you may have different training methods, policies and procedures, but people are people. Stop pretending your people are your distinct competitive advantage. They aren’t! Stop making meaningless claims or the same ones made by others.

JB: Who is really good at getting noticed? What we can learn and apply from them?

DA: The best marketers are the names you already know. If you don’t know their names, then they’ve done a poor job of promoting themselves.

The best are the ones that will come to mind by merely mentioning their tagline or the category. Think of the “Mars and Venus” guy; guaranteed overnight delivery; chocolate and peanut butter – together; military-style SUV; party-girl heiress; the Moonwalk; and America’s Pastime. Getting the picture?

It’s about owning a category in the minds of your prospects and customers. What can you do or say that could be attributed to you, and only you.

To learn even more effective strategies to help you do or say what you do or say, visit

Jeff Blackman is a speaker, author, success coach, broadcaster and lawyer. His clients call him a “business-growth specialist.” In 2008, he was one of five inductees into the National Speakers Association’s Speaker Hall of Fame. If you hire speakers, please contact Blackman at (847) 998-0688 or Visit to learn more about his other business-growth tools and to subscribe to Jeff’s free e-letter, “The Results Report.”

© 2010 All rights reserved. This material may not be published, broadcast, rewritten or redistributed.

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