"What Does the Editor of the Enquirer
Have in Common with Marketing?"
A couple of days ago, I read an article in
the local newspaper in which Steve Coz, editor for the National
Enquirer, was interviewed. The title of the article was Editor
Justifies Enquirer's Pursuit of Celebrities. The part
that particularly interested me was Coz's comments that celebrities
are not shy about using the media to their advantage. He noted
that although Demi Moore has never won an Oscar, the Enquirer
has published 25 stories about her.
By contrast, Oscar-winning actress Meryl
Streep had not had a story in this publication for five years.
What's the difference? Demi Moore, although Oscar-deprived,
promotes herself. Meryl Streep doesn't
It may seem far-fetched, but I saw a correlation
in this article with the way many self-employed business people
market themselves. For example, how many of you believe that
because you graduated from such and such a university, you
have instant credibility? Or because you have 20 years of
experience in the field, you will have new clients standing
in line? Or because you were the leading salesperson for three
years in a row, customers will automatically know how good
you are?
I hate to be the one to tell you, but just
because you earned that respected sheepskin or you have all
those certificates on the wall or you've been practicing your
art for umpteen years, these are not going to be what makes
you successful in business. Certainly they each play a role,
but it takes much more.
Let me put it this way. If you want your
business to grow and be profitable, you must (in a way) become
like Demi Moore. You must promote yourself. You must
get out and tell people Who You Are, What You Do, and
How Good You Are at doing it.
Sound like bragging? Some people might think
so. But in the business world, unless you spread the word
who's going to know you exist? And if people don't know you
exist … well, I think you know the rest.
Nan Yielding has nearly 10 years experience as an online business owner. She is the owner of Writing-Etc.com and offers internet marketing services and assistance to help website owners attract more customers and increase sales.
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