Not long ago I received a call from a producer at Dateline
NBC. "We're thinking of doing a story on procrastination,"
she said, "and your name came up everywhere. Can we talk?"
The minute I got off the phone, I packed up a copy of my
"Procrastinator's Penpal" postcard seminar and
"Procrastination: Creative Solutions" audiotape to send
her. Then I reflected: Yet another ripple from an article
about me that appeared in Entrepreneur Magazine in July
1994. That inspired an editor at the Chicago Tribune to
commission a separate story that was syndicated and inspired
another story in the Los Angeles Daily News that was
syndicated too, reaching dozens of newspapers throughout the
country. Obviously the producer had looked up
"procrastination" in a database and saw "Yudkin Yudkin
Yudkin" all over the place.
All this came about from 80 press releases I sent out.
Total cost: about $30.
Dateline NBC is far from alone in assuming that someone
whose name crops up all over the place must have something
valuable to offer. Everyday prospects respond after
repeated encounters with your name as well.
The following formula describes the role of visibility in
building a profitable business reputation: VISIBILITY +
COMPETENCE + WORD OF MOUTH = REPUTATION.
Advertisers and marketers of all sorts have proven that the
more times someone runs across your name, the more
predisposed they are to buy. The effect grows when your
name appears in contexts that imply that you are highly
competent. If you speak before a group or publish articles
in your area of expertise, you have a direct opportunity to
demonstrate your competence. Because of media publicity's
indirect indication of ability, someone who hears about my
work in the Dallas Morning News and then on Dateline NBC is
more greatly influenced than by encountering my own
advertisement or sales letter twice.
The impact grows again if uninvolved third parties praise
you, whether that's at a cocktail party where someone asks
if anyone can recommend a good veterinarian, or in your
brochure where named customers give your cleaning service
rave reviews.
Thus, familiarity is important, but it performs the most
magic when linked with demonstrations of competence and
recommendations that can be trusted.
The impact of visibility cannot, however, be quantified and
judged the way you can compare the circulation of a
publication in which you've placed a classified ad, the
number of readers who responded and those who ultimately
bought. But don't be fooled by hardnosed marketers who say
that therefore it's not worth your time. Just be patient
while the impressions add up. Maybe the prospect needs to
read about me in Entrepreneur Magazine, hear me on Dateline
NBC and spot my book in his favorite bookstore before
calling me up.
Patience and faith help. The drops of influence slowly
raise the level of contents in the prospect's cup and
finally tip it over. Remember too that a large number of
small mentions tend to produce a greater memorability than a
small number of big "hits."
Whether you're just launching a business, or have a lengthy
track record, you can take advantage of this marketing
dynamic.
* Inventory your preferences: Do you enjoy speaking in
front of groups? Writing? Talking head to head with
prospects? Basking in the media spotlight? Pursue your
most comfortable opportunities first, and stretch a bit with
an option that feels like a challenge.
* Consider ways to ensure that prospects will not only have
heard your name but know you're good at what you do. If
you're a designer, make your business card a knockout sample
of your work; if you're a consultant, create a newsletter
that highlights your strategic thinking.
* Invest time and energy in integrity and smooth customer
relations so that your word of mouth is positive.
Unfortunately, dissatisfied customers tell many more people
how they feel about you than do the happy ones.
* Resolve to keep at it whether or not the strategy feels
like it's working. Go to another networking dinner and
another even if you didn't appear to turn up a hot prospect;
send out another press release even if not one person called
after your media appearance. You're only getting close to
the critical level of visibility when people say, "Gee, you
really get around, don't you?" or "I see your name
everywhere!"
Copyright 1998 Marcia Yudkin. All rights
reserved
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