How Visibility Pays Off

Advertisers and marketers have proven that the more times someone runs across your name, the more predisposed they are to buy. The effect grows when your name appears in contexts that imply that you are highly competent.

The following formula describes the role of visibility in building a profitable business reputation:


VISIBILITY + COMPETENCE + WORD OF MOUTH = REPUTATION.


Advertisers and marketers have proven that the more times someone runs across your name, the more predisposed they are to buy. The effect grows when your name appears in contexts that imply that you are highly competent. If you speak before a group or publish articles in your area of expertise, you have a direct opportunity to demonstrate your competence.


Because of media publicity's indirect indication of ability, someone who hears about your work in the Dallas Morning News and then on Dateline NBC is more greatly influenced than by encountering your own advertisement or sales letter twice. The impact grows again if uninvolved third parties praise you, whether that's at a cocktail party where someone asks if anyone can recommend a good veterinarian, or in your brochure where named customers give your cleaning service rave reviews.


Thus, familiarity matters, but it performs the most magic when linked with demonstrations of competence and recommendations that can be trusted.


The impact of visibility cannot, however, be quantified and judged the way you can compare the circulation of a publication in which you've placed a classified ad, the number of readers who responded and those who ultimately bought. But don't be fooled by hardnosed marketers who argue that therefore publicity is not worth your time. Just be patient while the impressions add up. A large number of small mentions tend to produce a greater memorability than a small number of big "hits."


Whether you're just launching a business, or have a lengthy track record, you can take advantage of this marketing dynamic.

• Inventory your preferences: Do you enjoy speaking in front of groups? Writing? Talking head to head with prospects? Basking in the media spotlight? Pursue your most comfortable opportunities first, and stretch a bit with an option that feels like a challenge.
• Consider ways to ensure that prospects will not only have heard your name but know you're good at what you do. If you're a designer, make your business card a knockout sample of your work; if you're a consultant, create a newsletter that highlights your strategic thinking.
• Invest time and energy in integrity and smooth customer relations so that your word of mouth is positive. Unfortunately, dissatisfied customers tell many more people how they feel about you than do the happy ones.
• Resolve to keep at it whether or not the strategy feels like it's working. Go to another networking dinner and another even if you didn't appear to turn up a hot prospect; send out another press release even if not one person called after your media appearance. You're only getting close to the critical level of visibility when people say, "Gee, you really get around, don't you?" or "I see your name everywhere!"

What Kind of Letter Writer Are You?

As I waded deeper into the ocean of pen palling, I learned that there are several different kinds of writers.

Some people only wish the write, and receive, letters that consist of one to two pages of handwritten correspondence. They prefer letters of modest word count with personal information. If you send then a one page note scribbled on the back of an old notepad, they are not going to be impressed.

I've palled with people that put a great deal of emphasis on the actual materials used. Some pallers will write only if you use decorative stationary and colored inks. There are people who prefer to write to people that decorate their own stationary and use stickers to decorate the envelopes. Then, there are those people that welcome the even smallest note on crumpled paper.

Some people wish to write, and receive, very long letters. When you get a letter from one of these writers, you will feel as though they really see you as a person. They have obviously taken a great deal of time to write you the details on their lives, and most of them expect the same care and consideration in return.

It's easier to get-to-know the people that write longer letters, or letters that are shorter and filled with details. I used to comment that although I seldom write an eight page letter, my two page letter is just as informative. It really is all about what there is to be said, and who it's being said to.

There are people who enjoy small notes. Still, others prefer postcards. There are some pallers that prefer pen pals that exchange objects such as friendship books, slams, or stickers.

Some may find that they are a complex mixture of all styles of letter writing. It may depend on the person they are writing to, or the time the letter is being written.

No matter what style of writing you find you enjoy most, it's important to make sure you are properly matched with pals. Don't write that you are a long-letter writer if you typically write a one page letter. Both you, the person you are writing to will be disappointed.