Right Hair, Right Now

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Use publicity TO find your initial customers in business-to-business marketing. Trade magazines aimed at retail stores have extensive new-product sections that are usually just press releases from companies and inventors.

A published press release will definitely benefit your business. First, it's an effective sales tool. Showing that your product has been in major magazines gives you credibility when talking to potential customers. Second, you'll get a list of prospects from the magazine. Trade magazines contain response cards that readers can send in to request more information about products in ads or press releases. Often, new-product sales are made primarily to the people who respond to initial press releases.

To get the word out, check out these books:

  • Bulletproof News Releases by Kay Borden (Franklin Sarrett Publishers, $18.95, 770-578-9410)
  • The Complete Guide to Publicity by Joe Marconi (NTC Contemporary Publishing Group, $19.95, 800-323-4900)

Contact Sources

Fatima's Beautiful Braids Inc., (770) 424-8189, http://www.millesucres.com/takedown

Jinny Corp., (770) 734-9222

Target Marketing Group, (404) 2411506

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This article was originally published in the March 2000 print edition of Entrepreneur with the headline: Right Hair, Right Now.

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