252New Marketing Reality 7New Marketing Reality 7
You Are Not Heard Without the Power of Visibility
Given the current marketing conditions, you need to be seen regularly by your
prospect base. They not only need to see you and your message frequently, you
need to be seen in a certain way. The more frequently they see your full message,
the better chance you have that they will respond to it.
There exists a real need today to utilize innovative methods for getting in front
of clients. You need to consider strategies that are perhaps different than what is
currently the standard for your industry. Dr. Lou Spinozzi, an optometrist from
Denver, Colorado regularly attends dental conventions for ideas. He’s got the
idea. He now uses unique tactics such as press releases, postcards, articles and
interviews he sets up as marketing. Of course, he’s also written a book specifically
to help him get the visibility he needs to stand out in the marketplace.
Another example is Dr. Cynthia Barnett. She is an executive coach in Norwalk,
Connecticut. Understanding the need to gain visibility to professionals seeking
to improve themselves, she authored a simple 110 page book for the express
purpose of becoming more visible. What she found was staggering. She received
lots of FREE publicity even before her book was written. As an author, she was
interviewed and used that exposure to gain even more interviews. Time Magazine
even featured her in an article about women in transition. Talk about visibility!