In this episode, I showed you how to generate waves of publicity by running your campaign in phases. That is, starting out locally and progressing to national exposure. Here I’ll show you how to marry your publicity efforts to your advertising for maximum results. I call this technique Piggybacking.

The Difference between Mediocre Results and Winning Results Is Often Ingenuity. Human ingenuity is the way in which human minds have influenced how we think, work, play, construct and conduct friendships and other relationships, interact with each other, find solutions to problems, cause problems, transform things and rationalize thought.

Persistence means that you develop a solid publicity plan and stick to it. This is the vital ingredient that will bring you the success you want so badly.

Your level of success in winning valuable media coverage is directly proportional to how well you plan and carry out your campaign! If you don’t have a plan, you have no control over what publicity you get.

What this means is that you have to translate the message about your product or service into newsworthy information. Take heart this doesn’t mean that you’ll have to hire a moonlighting reporter or television anchor to help you create news. You simply have to generate a news angle for presenting your information.

Let’s start by clearing up a prominent misconception about publicity. Most people believe that publicity is so valuable because it’s free.