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Seth Godin
Case Study: Tracey the Publicist
So my friend Tracey quit her job at a publicity firm to set
up her own shop. Following conventional wisdom, she
sent out hundreds of form letters to hundreds of marketing
directors all over the Northeast. This is awfully expensive
advertising, and of course, it didn’t work very well.
Any marketing directors who need a PR firm probably
already have one. If they were looking for a new one, it
would take far more than an unsolicited FedEx package to
get them to pick up the phone and call Tracey.
What to do
After talking with Tracey, I suggested that she focus on
the narrowest possible niche. Her background was in
pharmaceuticals, so we picked that. In fact, we went way
further – to plastic surgeons. Tracey decided to focus
obsessively on being the world’s best publicist to plastic
surgeons. If pharmaceutical companies need to reach this
audience in the most effective way, they’ll need to call her.
She knows all the journals, all the conferences, and most
of the doctors. She has the lists and the contacts. She is the
one and only exceptional choice. Everyone else has this
audience as part of their portfolio. For Tracey, they are her
portfolio.
If your job depended on hiring the best person in the
world to publicize your new product to plastic surgeons,
who would you hire
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