That’s what we mean by more credibility. And when you think about it, it’s not really so irrational.

Getting quoted in media – which is way different than touting your own self in an ad – means that professional journalists have evaluated you, held you up to light, and judged you worthy of being interviewed and quoted.

To use big words, it’s called third-party validation. Instead of you saying you are worthy, they are saying it for you. Powerful stuff, no?

And when you achieve that higher level of credibility, your value in marketplace automatically goes up. You’re that expert who was on TV news last week.

I know of one practitioner who was flabbergasted to experience this effect after he was quoted in his hometown newspaper.

“I was riding to work on train morning I was in paper,” he recalls, “and I couldn’t believe what happened. One of my neighbors saw story – someone who knew me – and he asked me to autograph it.”

His value went up. And, before long, so did his business. The fourth “more.”

“I’m too small,” they’d say. “No one in media cares about me." "I can’t compete with big guys.”

To which I say, baloney! After which I say, yes, you can.

And after which I cite an old African proverb:

“Anyone who thinks you can be too small to make a difference has never spent a night alone in a closed room with a mosquito.”