Great message in this article, but don’t waste your time on the list.
Press will generally not work as a sales generator. Press works best as marketing collateral.
If You had to choose between taking a syndicated news anchor to a $200 lunch vs a non-celebrity blogger, who would you choose?
Even brilliant people with a Harvard or Wharton MBA get these two issues blurred up all the time. Marketing collateral is not designed to get you sales. It’s designed to get you in the door. Once you’re past the door, it’s “sales generators” that are designed to get you into the wallet.
You need both. A well known publication will get you the credibility to get that sales meeting set up. But it’s probably not going to get a buyer from Nordstrom’s to call you. To do that, you’ll need sales generators.