“The question you always have to ask is this: why should someone care?
The answer is NEVER: because I want you to; because I need you to; because it’s the right thing to do.
If that offends your sense of how the world should work, too bad.
It’s how the world DOES work, and publicity and marketing isn’t about ideals, it’s about results.
The sooner you embrace that (however woefully) the better your promotion practices will be.”