"Whoa!" I reply. "That's not enough of a reason for media to do a story. Nearly everyone uses a toothbrush and a wallet of one sort or another, but how often do you see stories about either of those items in papers or on nightly news? Prevalent doesn't mean interesting or timely. So let's brainstorm about what would entice media to consider something about your item newsworthy."

By putting a spin on something ordinary, or identifying some unusual aspect of something ordinary, you have a good chance of getting major media hits. For instance:

* Create a controversy. E.g., claim that 90% of Americans use each toothbrush far too long.

* Give an award. E.g., a prize for world's rattiest wallet.

* Offer surprising facts about your product. E.g., how long ago people were using toothbrushes surprising similar to today's.

* Show an unexpected clientele using your product. E.g., wallets for toddlers or for nudists.

* Piggyback on news. E.g., play up connection if there's a toothbrush scene in a new feature film or a popular sit-com.

Did you ever consider that, without knowing it, you may be inadvertently sending wrong messages to your customers? Consider three following points:

What you promise versus what you do.

You can send a conflicting message if you lead customers to expect a level of service that differs from what you normally provide. Over-eagerness to be more responsive, or to match or exceed a competitor's service, may cause you to commit to an overly ambitious level of service. Customers who fail to receive promised services quickly learn to ignore your claims and to expect instead, level of service they are actually receiving.

What you imply versus what you do.