Copy SuccessWritten by Andrew Clacy
Copy Success! Don't be ashamed to bea "Copycat".Most everything that is worthwhile today is an approximate copy of something that camebefore it.Examine sales materials of your competitors and notice what is selling for them, then copy it. There is nothing illegalabout this. If something is selling for other guy, then that same "something" should sell just as well for you, all other factors being equal. However you must recognize that when too may people try to sell same product, using same advertising tactics, etc., a vicious competitive circle oftendevelops. Therefore you should vary your programs just enough so that you are not locked into such a situation. When you examine program or product of your competitor, pay particular attention to any weaknesses, then when you "copy" it you can make yours superior.What your are really doing is copying a successful idea and making your product or service better than original put out by your competitor.
| | Don't Be IncredibleWritten by Harry Hoover
Public relations is all about credibility and trustworthiness. If you don't practice PR, then you are likely to be incredible.Some of elements of a PR program include research, media relations, publicity, special events, employee relations, client relationship management, crisis communication, trade shows/conferences, community and government relations, and corporate identity. PR helps you shape internal and external opinion about your organization with an eye toward building support among your key "publics." What can you expect from PR if it is done correctly? - Boost Credibility. Media coverage or word-of-mouth from right people heightens your credibility much more than an ad ever could. - Build Trust. People trust what they are familiar with. A proactive PR program that gets and keeps your name in front of people can be first step in building that trust.
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