The way this should really read is. "Give us your name, address, city, state, zip code, home phone #, work phone #, fax #, every e- mail address you have ever used, your wife's name, and measurements, (who knows we may have a FREE Offer just for her) what kind of car you drive, and where you keep your spare set of keys. We'll only send you 11 e-mails per day, 12 on holidays. But you must understand we don't control how many e-mails you'll receive from 1,147,152 marketers we'll sell your address to.

For this very modest concession you'll receive TOTALLY FREE a worthless 5 page e-book containing links you can find with any decent search resource and correct search words in less than 5 minutes..

This may be a bit tongue in cheek, but it's really not far off mark way some of these so-called professional marketers operate.

Here's to putting "F" word back into our vocabulary to mean AT NO COST WHAT-SO-EVER MONETARY OR OTHERWISE!!!

"Your Success Is Our Success"

jbp

Finally, be quotable.

You must learn to speak in sound bites. In world of journalism, less is more. If you give reporter too much to work with, chances are you will be misquoted, taken out of context or simply lost in shuffle. Keep your answers brisk, pithy and sharp. Don’t be afraid to pause while you organize your thoughts. Better yet, try to operate from a one-page set of prepared talking points that stake out your iconoclastic position. No matter what question you are asked, you can always steer conversation back to your talking points.

One other point: You must be ready to reposition yourself with times.

We live in a rapidly changing world. Whatever issue you seize, over time issue with mutate or vanish. You must be ready to stake out new territory when opportunity arises.

For example, in 1980s, many marketers staked out a position as experts in what was then known as “voice text.” These were phone numbers that you could call to get voice messages on stock quotes, sports scores and other brief helpful items.

Then came Internet. “Voice text” vanished and is now hardly remembered at all. An expert in this field was forced to find a new field.

This eventually happens to everyone in every field. It will happen to you.

And that’s OK.

The PR Rainmaker considers “change” to be just another word for “opportunity.”

Copyright 2003 by W.O. Cawley Jr.