But what do I do first?

Lately, I've been getting a lot of calls from incredible women and men who know they need public relations or marketing assistance, but they don't know where to start. This dilemma occurs with both for-profit and non-profit clients. They say things like:

• My niche is everyone breathing.
• My work will sell itself.
• I want someone else to do it for me while I make money.
• If I could just raise awareness...

And...

• I know I need public relations or marketing support, I just can't afford it.

Now, don't get me wrong. Each of these persons has a going entrepreneurial business. Likely, they invest in themselves and their business regularly. They've made great strides toward creating content, producing a product, establishing their expertise, and service to humanity by making the world a better place. In other words, they're not just dreaming, they're doing.

But when it comes to investing in public relations or marketing, they're at a loss. Often, they've waited and waited, putting the moment off where they have to ask for help as long as possible - not because they are inept, instead because they are so good at the business of their business, they don't like to ask for help. When the day comes to finally send the email or make the phone call, why do these business leaders see marketing public relations support as a "cost" rather than an investment?

My guess is they don't quite have a handle on the result they want to achieve. A good communications strategy begins with the end result desired.

Most of us are not "bottomless pocket" investors. We want to know we're placing attention in the places where it will return to us tenfold as quickly as possible. That's why I recommend clients look to "accellerators" when deciding which projects to give priority.

Here's my short list of accellerator areas to consider when deciding what marketing or public relations actions are needed to increase the flow of clients and money to your business.

• Selling
• Product development
• Marketing work
• Meeting with contacts
• Networking
• Follow-up on Leads

If cash flow is your main concern, put a * by the area which promises to yield the resources you need the fastest. That's the area to focus on first. That way, when you pick up the phone, you'll know what you need, and the investment value will be clear to everyone involved.