Through the years, we’ve talked to more than one prospective client who thinks that *one* story in (insert name of widely consumed media here) will forever change their life, making them instantly famous and wealthy.

I’ve never seen that happen. You?

Still, there are plenty of examples of instant gratification that keep the dream alive.

My latest: a client gets their case study published on a niche website late one morning and gets a phone call a few hours later setting a call for the next day to work out a large order. Cha-ching!

Always nice when that happens, right?

I guess the point is that reaching the right people with the right content is how the market moves, but don’t expect a single serving of earned media to create instant success.