Everyone agrees –
Nothing “brands” you and your profession like TV.
We also know that the extent of our branding success determines our income.
Personal and professional branding is our business pledge. However, as we wrap together our commitment to the public in marketing our brand, we simultaneously reap the financial rewards of branding exposure. “Coke” is one of the most successful brands in the world. The unique image and identity of the word “Coke” is so deeply ingrained in our culture that even the right-shaped bottle with a partial lettering of the name portrays the branding!
Coca-Cola’s marketing and advertising since pharmacist John Stith Pemberton’s concoction in the 1880s is layered in branding through time that no new product or service can ever equal. We, as professionals, businesses and entrepreneurs, will never match Coca-Cola’s branding management of over a century.
But, we strive to emulate the similarity.
Our only hope of accomplishment, in terms of speed in acquisition, is with television. TV is the single venue that offers the fastest means available for developing personal and business branding. When you and your business or profession are constantly seen on local or national television, you will become branded.
The begging question is: what is the cost? Everyone knows the cost of TV advertising and marketing is staggering.
Gunthy-Renker is the nation’s most successful infomercial producer, with $1.5 billion in sales last year. The cost of a Gunthy-Renker infomercial can be as much as over $400,000. You also may need to engage the services of a professional copyright, such as Dan Kennedy, to write your 30 minute script at a cost of $50,000 or more. Then to “air” your 30 minute infomercial – one time – can cost even an additional $25,000 for each airing. But, the results are astounding. The George Foreman Grill is the #1 Counter Top Appliance in America today, and has sold over 65 million units through infomercials.
So, how can the “little guy” afford it? Whether you are a chiropractor or an orthodontic dentist, you need TV branding for a successful practice that is financially lucrative. You may clean houses or sell houses, but your financial success depends on your branding management. If you sell Mary Kay Cosmetics or are a cosmetic surgeon, your pocketbook reflects your branding skill. The “Avon Lady” in town who is most successful at branding… earns the most income.
How can you use TV marketing and advertising when it is so expensive?
The secret is a new combination now available with TV and Internet Marketing The media are already blending with the Internet. Newspapers have Internet sites. Local and national television stations merge the news with their Internet sites. The “handwriting on the wall” is integration.
What does this mean to you in branding yourself and your life’s work?
We all know that an Internet site can be “cheap” to create and maintain. But how can TV branding be “cheap?” And how can these two venues be combined “on the cheap?”
The skillful management in mixing “cheap” TV with the Internet can now create a “cheap” branding methodology. Various forms of finding inexpensive TV spots are available to every professional and business that learns where these outlets exist. FCC-mandated “leased access” channels and cable stations offer alternatives to expensive network time. Even prime-time network spots are often available at inexpensive rates.
Bottom line, you can combine “cheap” TV and the Internet to brand yourself at remarkable savings. Right now, 30 minute infomercials are being aired nightly in L.A. at the cost of $1500 per month! In fact, you can actually “air” your 30 minute branding commercial anywhere in the U.S. for less than the cost of an ad in the newspaper classifieds!
Only by combining “cheap” TV and the Internet can the average professional and businessperson develop an inexpensive branding journey from Nobody to Somebody, and from Unknown to Unforgettable. Copyright 2007 with Reprint Rights