Now that it’s spring I’m reading a lot about spring-cleaning. An essay about the topic appeared in the Wall Street Journal recently and in the “House & Homes” section of this past Sunday’s Chicago Tribune, a piece titled “Dirty Little Secrets” featured famous spring cleaners’ best advice. Of course we heard from Heloise, a “green-living expert” (who knew?), and my favorite, Julie Edelman. Apparently, she’s a modern-day “homemaking maven,” and came up with this clever dirty secret: “Someone comes to your door and you haven’t gotten around to spring-cleaning? Always have get well cards ready. Put the cards on the mantle, then let in your guest, sigh, and mention how of course you would have clean by now but for that nasty bug.”
Whether her publicist got her this placement or not it’s very, very clever and, hence, quite memorable, too. And it makes the article that much more fun to read. So, do you have any clients who might fit the spring-cleaning category? Spring-cleaning, thankfully, is one of those recession-proof activities that’s just got to get done. At least in my house although I tend to spring-clean in a spotty, when-I’m-in-mood sort of way. Still . . .
Think of all the spring-cleaning tips. First, there’s the inside, which of course is never-ending. And then, of course, you’ve got the yard. Well, maybe; some people are smart and surround themselves with low-maintenance cement.
Let’s say you represent a psychologist or anyone who deals with the behavioral issues of human (because as far as I know our pets aren’t exactly into Pine Sol and Mr. Clean. For many homeowners, spring-cleaning can be tremendously taxing and even a psychological terror. Enter your psychology expert who can weigh in on ways that people can conduct their spring-cleaning with minimum stress.
Or perhaps you’ve got a personal organizer you represent or one of the companies that provides storage items. The organizer will certainly have suggestions for tackling this annual funfest and a company like The Container Store also will have not only products to sell but methods, too.
The idea is to think of your experts, not necessarily the products they sell. When you’re working with journalists selling information is different than selling products. Remember, put yourself in the editor’s and reporter’s shoes. Yes, you’re a publicist, but you mustn’t always think like one.