Once you understand and absorb the simple lessons presented here, you will never again have to rely solely on advertising to keep prospect attracted. Why is this important? Publicity is better than advertising. There are two reasons for this: First, it is much more credible than advertising. If you appear in a positive light in a newspaper article or on a radio, television or online interview, that newspaper, station, or interviewer is giving you an implied endorsement. Such endorsements are much more effective than advertisements because, like testimonials, they are third-party. Since it is not self-interested, what someone else says about you is always perceived as more truthful than what you say about yourself. Second, unlike advertising, publicity doesn't cost any money. Since you didn't pay for the implied endorsement, this enhances its value. You will not only learn to avoid making classic publicity mistakes, but you'll also learn where to go if you need some help.