The Halo Effect of Marketing

halo-effectHere’s a question I get asked many times: How do I monetize the exposure I get from publicity?

Any marketing tool is part of the marketing mix.

The magic is in the mix, as Nido Quebin says.

Or it is part of “marketing gravity” as Alan Weiss says.

You have to write articles, blogs, guest posts, press releases, PR LEADS, books, white papers, and you have to make warm calls (I hate cold calls; so should you) so you can build visibility and trust.

Once you get publicity, tell your clients, prospects and former clients with emails, letters, postcards, social media and phone calls.

Post your publicity on your website, blog, social media and “credibility packages” also known as speaker kits, press kits, sales kits and presentation kits.

Mention your publicity success in your speeches, in your speaker introductions, in your bio and in your conversations.

Did I leave anything out?

You MUST tell the world about your publicity. You can’t let the good news live for one day, on the day it was published, and die the next day.

I’m still doing it. It works. I get orders from people who say, “I see you everywhere,” or “I’ve known about you for years.”

In a recent NSA webinar, Teri Langhans, who ran an ad agency, pointed out that marketing one time messages doesn’t work. You have to send multiple messages to get success.

You have to be top of mind when they are ready, or to quote Patricia Fripp, “It is not the client’s responsibility to remember you are still in business.”

Just because we are ready to get their business doesn’t mean they are ready to hire you. You must market constantly.

So show your success to your prospects whenever you can.

I hope this helps!

Dan Janal, author of Reporters Are Looking for YOU! helps small businesses get publicity so they can sell more products. My clients get terrific results from my coaching, consulting, done-for-you services and do-it-yourself tools. For info, go to or call me at 952-380-1554.


  1. Marco says

    This was a big disappointment for me too when I first started writing books for Kindle. I seriously thought that I could ignore the marketing aspect of making a living as a writer and that Amazon would do everything for me, but of course the real world doesn’t work like that, even online. The books are easier to publish online, but marketing-wise it’s no different than any paperback book. You have to market your work and yourself to get more exposure, or you’ll get buried underneath the hundreds of new writers that pop out every month.