PR & Publicity

You have a product, service or message, and now it’s time to promote it.

But you have a myriad of questions: What type of message? Who can skillfully craft it? What should be its tone and substance? Which is the best audience?

To explain how we could help, the usual process is to harp about past successes, brag about our client list and populate a Web site with publicity and business buzz words that really amount to empty phrases. There’s a better way.

It brings to mind the story about a famous criminal defense attorney who had successfully defended 12 different clients on murder charges. The verdict for those 12 clients was identical: Not guilty.

Standing next to his client for his 13th murder trial, the lawyer quietly drummed his fingers on the table in front of him just before the verdict arrived: Guilty. The announcement floored the defendant, who turned to his famous lawyer and asked despondently: “I thought you told me that you never lost a murder case.”

His lawyer paused, looked the defendant straight in the eyes and said with a wry smile: “Twelve out of 13 isn’t bad.”

The lesson here is simple but not simplistic. Every product, service or message is different. Past successes are no guarantee of future performance. An indicator, yes, but not a guarantee. A brief conversation will tell both of us whether it would make sense to work together.

Give us a call, toll-free, at 1-866-wackydays (922-5932). (I wrote a book entitled Wacky Days, that’s why I use the vanity phone number.) In 10 or 15 minutes, I predict that we’ll both know if and how we can help you. Because in the end, that’s the only criteria that really interests you, and it will be the only standard by which you judge us.