8: PUBLICITY

The master media manipulators

c05f001 How I secured an $80 000 contract from one article

I always have a full-length mirror next to the camera when I'm doing publicity stills. That way, I know how I look.

— Marilyn Monroe

How do tens of thousands of experts and their businesses come to be featured in countless publications and on TV and radio shows every year, becoming the go-to experts within their fields?

Many believe, ‘So long as your business is unique, that's what's important!' But how many do you know who have unique stories that go unnoticed, unrecognised — and unpaid? Some say, ‘It takes expensive publicists with influential contacts, ...

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