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How Viral Do You Have to Go?
By Chadwick Thurston Iii
We have all heard the expression, "There is no such thing as bad publicity," but is there such a thing as too much publicity? Is it possible to have too much of a good thing? Those questions are entirely rhetorical. Of course the answer is yes. Beer is a good thing. It's possible to have too much beer. Same goes for pizza and even carrots (Vitamin A poisoning is not pretty). The same is true of publicity. It is possible to have too much. Let me give a couple of examples: Example One, Mary: Mary runs a dog grooming shop in Little Rock, Arkansas. She puts a video online promoting her shop. The cute puppies go viral and before long, Mary's video hits a million views. Is this good for Mary's business? Probably not. The reason is that Mary is not prepared for the scale of her fame. Suddenly she has no time for dog grooming because the phone is ringing off the hook... with calls from Australia. Her website crashes because it can't handle the traffic. Her business actually might suffer. There is an appropriate level of publicity, though. Let's say Mary's Internet fame earns her a story on the local news in Little Rock. Now her business will boom. That local story is an appropriate level of publicity. The other stuff is just a distraction. The question for Mary should have been, "How can I get local publicity?" not "How can I get publicity?" Example Two, Bob: Bob plays in a band. His band is really good. Their fans love them. They sign a record deal and tour the world. For some reason, Bob is not your average rock star -- he's more like Elvis. He gets recognized everywhere he goes. He has enough money to get himself into a lot of trouble. Not unlike Mary, Bob gets distracted. He loses focus on his music and gets kicked out of the band. When he launches his solo career, he finds that he's not nearly as good without his band. The money has dried up. Now what kind of publicity (if any) is Bob getting, and how do you suppose it affects his life? So you see, publicity is not always good or even if it is, it is sometimes excessive. The trick is to get the right kind of publicity in the right amount at the right time.
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Contributor's Note
If you need help generating just enough of the right kind of publicity, contact the author through his website. Whether you want to be Elvis or Mary the Dog Groomer, Evolution Media can help.
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PLEASE VISIT THE CONTRIBUTOR'S WEBSITE
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A very insightful intel. Thank you.
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