Break traditions to achieve success

As some of you may know, I recently launched my flagship product, The Inside Scoop.

The Inside Scoop (http://www.InsideScoopPublicity.com) is unlike any do-it-yourself publicity program out there, because you learn the tactics to become the media darling from not only me, but more than 800 journalists I personally surveyed to find out how to give them exactly what they want. Journalists from CNN, Rachael Ray, Entrepreneur, Inside Edition, CNN and much more. 

And now it seems I’ve ticked off some other PR professionals out there by revealing ‘insider secrets.’

Take a look at this email from one person:

Dear Ms. Cherry: 

I can’t believe you are selling this product as someone who does PR for a living!

 

You’re giving away everything people need us for. Have you thought your Inside Scoop will put yourself and others out of business by giving them access to reporters like this?  That just isn’t smart…

The email goes on, sharing why I was undermining the need for PR people and working my way out of a career.

When I first started my business,  I went the traditional route. I wanted the big beautiful office and have clients lineup oogling over the modern art collection I have just to impress them.

But I soon realized is the traditional model is broken.  People don’t want to pay high retainers in order to pay for the beautiful office. They want results – and no piece of art will ever show that.

So I revamped and came up with the virtual PR firm model. And now it’s gaining acceptance because firms like mine can offer clients discounts of up to 40% over traditional agency fees by sharing the money they save on office space.

Then, I marketed differently.  Instead of finding RFPs and chasing potential clients, I began using an ezine free Be Heard! (you can sign up too at GetFreePublicityTips.com) and other online marketing methods to attract clients to me.

I listened to the people who subscribed.  They were entrepreneurs and start ups, a fun lot of folks who tend to want to take the DIY approach. So I created products and programs for them.

Am I out of business with my traditional PR services?

Nope. As a matter of fact, I am busier than ever. I have a staff – and interns.  My business is growing and growing.

And  it’s all because I decided to break with tradition and find a way that worked for me.