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You’re right. Hiring a publicist or SEO expert is tricky when you don’t have a plan in mind. Are they any good? Is their plan any good? Hard to know if you’re leaving it all in their hands.
Here’s where I’d focus if I were you…
You’ve said: “Our other stockists are very happy with this collection”
-Can you get some testimonials?
-Can you get some sales figures? Margins? Other figures of good results?
If you can:
- Collect this info, and communicate to other stockists why your collection is worth putting in their store.
- Offer them some extra incentive to get started (the hardest step).
- Choose a way to reach out to stockists with your strong message and offer.
Now you have a definite plan that makes sense. You can DIY if you wish, or find someone to help if you want to dedicate more resources to it. It’s centred on your success so far, and targeted at businesses similar to those you’ve already helped succeed. So it’s more concrete than “Hiring a publicist”, which is more hopeful in comparison.
P.S. Is there a stockist that would give you credibility with other stockists? Offer them an unusually good deal. Use their name to open doors with other stockists.