Sales clearly lends itself very well to a People First strategy—especially since so many companies are completely clueless about how to achieve their own goals by working collaboratively to meet each prospect's goals. But sales is only one among many marketing tools. Now let's look at how everyone can win when marketing through the media.
Media publicity is free, and is valued more highly than advertising because it conveys the endorsement of a respected third party: the journalist.
The trick to getting media coverage is to remember that the journalist does not care about you or your business. The journalist cares about the story that readers, listeners, or viewers will find so important that they choose it among all the competing stimuli and choices, and allow the journalist to tell the story for them, in words and images.
Listen to an expert in working the media. John Kremer, author of 1001 Ways to Market Your Books and one of the foremost authorities on book marketing in the United States, spoke at a conference where Shel was also presenting. Although he directed his remarks at authors, publishers, and book marketers, his wisdom applies to anyone marketing anything: a product, a service, an idea, an attitude.
All marketing is essentially creating relationships: with press, distributors, printer, stores—the people who are helping your book get into the marketplace—and ultimately ...