I recently came across an entrepreneur who was very interested in learning where
publicity and marketing strategy fit into the end result of more sales. His question
was very valid as many unintentionally confuse marketing and publicity with sales.
So what’s the difference? Publicity is all about the ”buzz’, the word that
gets out about you, your company, your cause, or the great work you do. It is about
getting the story out. Publicity backs up marketing and sales because it initiates
the whole process of converting the public to your way of thinking. It makes them
aware of who you are. Afterall, how is someone expected to purchase your services
if they do not even know you? Do not fall into the trap of going for the sale without
getting your name known first.
Publicity is just as much about getting your name known as it is about building
credibility. Human psychology states often enough that if others see value in an
idea, your prospects and prospect market will as well.
Marketing on the other hand, works on the presumption that your prospect market
is already aware of who you are. It takes an established and recognized brand one
step further to action for your prospect. Marketing effectively plays to an emotional
or sometimes logical reasoning of why the public should buy what you have to say.
Both of these concepts are essential yet unique in the eventual development of
In order to make your product/service or organization a household name, you need
to learn and master each phase effectively. Before going off to sell your services,
follow each of the steps in the inverted pyramid.
The inverted pyramid theory works on the premise that all sales or motivations take
place first with getting the word out. In other words, publicity. From there, marketing takes over. It is only once these considerations are in place that sales or
the actual ”closing” of a deal can occur.
Beginning with a strategy of how you wish to brand your organization through to
the publicity you need , all require individual efforts before people begin ‘knocking
down your door”.
Once your satisfied, give some serious thought to the marketing materials you’ll
want to use when people start asking for more information. And above all, never
stop reviewing and testing your brand.