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What Does Value Mean To You?
The way I make my living is by aggregating opportunity and mitigating rejection for other people. It's packaged under fancy names like Producer, Publisher, and Publicist. I have become a connoisseur of mining connections that help my clients grow their core businesses. When I wrote the 2011 book, Heartfelt Marketing: Allowing the Universe to Be Your Business Partner, I was politely calling out the very way successful people often sabotage themselves because I have all too often had a front row seat to such events, and have wittingly learned to duck the tail whip that usually follows.
My ability to create success is directly proportionate to my ability to convince others why a particular moment or appearance is going to benefit them. If I can't bring my client on board with that vision, then it doesn't matter how great the opportunity actually is from my own experience.
What creates the biggest disconnect is when pop culture has influenced my client's naivety by giving them pseudo jargon that sounds powerful, but is still inherently useless.
Here are the rants I hear most frequently along with my professional reasoning behind well intended, but not so effective, questions that do and don't effect value.
#1: "How is this going to affect my brand?"
My first pithy response would like to be, "It's not going to effect your brand, if no one knows about your brand."
In my time as a national media expert, I can say that media is not what effects brand name. Stupidity is usually the cause. For example, this past holiday season, Bloomingdale's had to quickly pull a holiday photo ad that said, "Spike your best friend's egg nog when they are not looking." Branding is not effected by the media outlet, rather it's effected by the value of your content - which means that you are in charge and responsible for the value of your own branding, not the media. At the end of what became an incredulous media campaign, Bloomingdale's brand hadn't been stained, and it hasn't even been remembered.
#2:"I am a published author, shouldn't I be getting more media exposure."
Well, that depends on the quality of the book. For one, a published book, is held in higher regard than a self published book for the reason that a published book has been vetted by qualified editors, marketing professionals, and, of course, the publisher. Many national media outlets we work with will not "plug" a self published book for that reason - meaning that a media booking needs to occur for other content merit outside your actual book. In short, some books can be a detriment to your media campaign.
#3: "What is the reach of the show?"
Common vernacular popularized by the measurement of Nielsen Ratings as the measurement of audiences for the value of advertisement placements. Having produced some top notch A-list talent in my life, I have rarely seen an A-lister turn down an interview when they have something to plug. Although a larger audience may seem better on paper, it's more often a quality audience that is more effective in getting the value out of the appearance for your overall goal. And, if a call to action is, for example, to sell books, then talking to an audience of more than 1, should be substantial enough in the desire to get your message out there.
In addition, mass media is still one of the most effective ways of raising the value of expertise and impacting the most people at once. However, with the internet, appearances live longer in a way that these same appearances used to disappear giving more shelf life and value to what used to be - a one hit wonder. How do you quantify the value of an audience of 4 million vs. 400? It depends again, in my opinion, on the quality of your message. Once again, putting you in control and holding you accountable for the value of your branding.
TVGuestpert's Jacquie Jordan discusses protecting your branding: youtube.com/watch?v=8Cmy4gJIJFs&feature=youtu.be