Jul 12, 2022
In the world of public relations, salespeople are a dime a dozen. You don’t need to look far to find PR “experts” selling you on news coverage or new Google SEO results. Some are truly experts while others are just looking for a quick buck.
As such, it can be difficult for the true experts to stand out. Potential clients and customers are inundated with sales pitches, so they become desensitized over time. It’s natural: Being sold gets old. When cold emails are literally everywhere, they tend to seem fishy and annoying. It becomes easier and easier to hit “delete” or report them as spam - even when they’re not.
But the best PR people shouldn’t complain. Business is never easy - there are always obstacles, including all of the other fish in the sea. Don’t be a minnow by adding little to no value. Don’t be a commodity. Separate yourself from the pack by adding real, measurable value for your clients and customers so they’re actually satisfied. You need to become more valuable than your competitors could ever dream of being. Get results.
Think of the difference between getting a cup of coffee at your corner gas station and the latest Starbucks dark roast. You may pay three times more at Starbucks, but that’s because Starbucks provides you with a unique experience. They give you more customizable choices, and their products just plain taste better.
The article read in this episode originally appeared on the Forbes Agency Council CommunityVoice™ in May 2022.
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