Blog
I received an e-mail recently from a wonderful client, Abby Robey, the marketing manager of Xuron Corp., Saco, Maine which read, “Steve – Thought I’d share this with you… Abby.”
Over the years, I’ve publicized products for hundreds of job shops. And the owners always want to talk about their equipment and show pictures of their latest machining centers and dedicated employees’ hard at work.
One of the most exciting aspects of being a product publicist is seeing my clients published in multiple markets during the same week.
You can’t develop a stent or pacemaker without imposing strict size limits. What permitted the miniaturization of electronic devices were size limits imposed by product development teams. It is obvious in engineering and it is obvious to me with respect to sales and marketing.
The best approach to staying healthy is a holistic one: an approach which recognizes the importance of the whole and the interdependence of all parts. If your job is stressful, you need to get regular exercise and enjoy a healthy diet to counteract the stress.
The best publicity approach is one that satisfies the needs of the media. When writing press releases, too often, people are trying to get “a freebie.” Something for nothing is exactly the wrong attitude! Publicity is not free advertising.
It doesn’t matter how effective a salesperson you are, the events that stimulate a prospective customers’ buying behavior are outside of your control.
Recently I visited with a prospective client and after describing my work as a publicist, she asked me what other types of writing I do? This marketing director in a small company said that she was looking for one person who could do every type of writing for her.
A few months ago, one of my clients told me that he had a major competitor who was having delivery problems. That gave rise to the question, “could we use publicity to take advantage of that weakness?”
“The essence of the American economic system of private enterprise is free competition.