Strive for excellence, the PR will follow.

When I was writing my first book (The Legal List) in the early 1990s, one of my mentors discouraged me from seeking publicity for the book. Instead, he told me, strive for excellence, and the PR will follow. So that’s what I did. For about four years, I cranked out new (and I believe better) editions of the book about every six months. The PR did follow: ABA Journal, Wired, and The New York Times (among others).

With my latest venture, Heels.com (a retailer of designer women’s shoes), we’re applying the same model. We’re laser focused on providing great shoes, at great prices, and with great service. We haven’t made The Times yet (well, we did get a mention in The Moment, the fashion blog of The Times), but we think the PR will come.

Which is why we like it when we read stories like this post in the Friday Style blog:

I really like Heels.com; their customer service is terrific, and the shoes really DO arrive the very next day. And the site is fun to browse, with categories like “party girl” and “fancy girl.” Honestly, who DOESN’T want to be a fancy girl at least some of the time?

Heels.com: great shoes, great prices, great service.

At least that’s what we’re striving for. Let us know how we’re doing!