In the second commandment, you learned that you should be the leader in your category or in your unique area of expertise. Now you need to be known as such. And one of the most effective ways to do this is through publicity.

I met a fellow once while working in New York City who ran his own show on cable television — his very own cable show! Cable and community television stations are wonderful mediums to get the word out effectively. This is an area in which you can get a lot of publicity at little or no cost.

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In today’s Internet, conversations are cropping up all over the place. People are talking. They are talking about products. They are talking about businesses. And they are certainly talking about their experiences.

When you look at how blogs, forums and social networking sites have exploded in the last few years, you can see how powerful word-of-mouth is. But the question is, is it all really important? Can it really help your business?

Yes.

And I’m not talking about traffic. And you don’t need to be controversial, either. I’m talking creating systems to leverage, manage and profit from the “buzz.”

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As you remember from my previous post, I exposed myself to the world for a good cause. And I challenged my friend Armand Morin to see who gets the most “buzz” (comments) to either of our blogs.

The week is not over yet, and I’m a little early. But I wanted to show you a little 3-minute video to prove that I wasn’t kidding. Would you like to know who’s winning? So far it’s (hold on tight)…

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“Buzz cut,” that is.

You see, a few days ago, my friend Armand Morin posted on his blog about his recent shave, and asked his fellow readers to comment and vote on which one they liked best:

  

With the goatie? Or without?

I teased Armand a bit about it, so I decided to grow one myself. But that’s not fair, since Armand has had a beard for years. Me, I’ve had one on and off for years, too.

So I decided to shave something else. And now, I’m exposing my “naked” self to the world, because I have shaved…

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Michel Fortin: Gary you on?

Gary: Let’s roll.

Michel: Hey, Gary, welcome. Well folks, we’re gonna have a great call tonight. I think it’s going to be one of the calls that I would do, I’d be on if I was just an asserting copywriter because what we’re going to do tonight is talk about some of the most effective strategies, some of the most pressing questions that you have about writing an effective copy itself.

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