Treat media like hot prospects. Once you've made first contact never let them forget about you. Be in contact every two to three months. Call them, send them an article you wrote, call them, send a post card, ask to meet for lunch or coffee, send a news release, call, send a note about one of their articles, …..

The cycle is unending - until they or you go out of business. Don't waste time. Keep your calls brief and to point. Sometimes call when they are not there just to leave a short message on their voice mail. They must remember you when they need you, (George your timing is impeccable). Use a computer database to help track your contacts and remind you when to make next contact.

4. You appear in print You desire most to have them quote you as expert or talk about your growing business. But, first they must believe you are expert. And once they call you expert you can quote them as having called you expert. It is a circular argument but it works because perception is reality.

Your second choice, write an article for publication. This must be informative and not advertising. Ask publication for guidelines - word count and style. The simplest article to write is a tips list; five myths of your business, seven secrets of shopping for.., 10 tips to getting value from your… Both editors and readers like tips lists.

The third way to get your name in media is by writing a letter to editor. Based on your expertise you agree with a previous article, disagree, or supplement.

Whenever you appear in print send photocopies to your clients, prospects and media contacts so they begin to see you as expert. The more publicity you get easier it is to get more. It's like money.

5. Follow-up After you appear in a publication send editor or reporter a personal thank you note, then go back to step 1, do not pass go, do not collect $200. Start all over again - and laugh at those who exclaim, "You are so lucky".

Because of convenience they could give to their customers by combining complimentary services, they could charge them 3 to 5 times more than those services would usually cost else-where! They made a killing conducting same services they had done in last 40 years. They started earning even more than they used to before their retirement! They earned more even though they worked less. They added 2 to a 2 and made it into a 5. All by adding value for their customers!

Action summary:

* Don’t bundle up. Add value.

* Look out for peoples’ convenience. And they will pay you more.