How To Get On Oprah, Part II
A truckload of mail shows up at Oprah’s door each day, filled with offers from authors, experts and publicists. Some are just from everyday people with a story to tell. Tuesday we discussed the fundamentals of what it takes to break through. Today I’ll offer you some advanced strategies.
In addition to my many years of producing and directing numerous network and nationally syndicated talk shows, I’ve also had clients, associates and good friends appear on the “holy grail” of all talk programs – Oprah.
So what’s the secret? First, realize that talk show producers prefer to discover a great guest rather than “be pitched” one. It’s a natural human characteristic to want to feel that you originated an idea rather than had it handed to you by someone with his or her own self interest.
Your job is to position yourself where producers that are looking for the next good story will find you. Tie your expertise to a breaking news story or emerging trend. Do radio interviews, get quoted in newspapers and break your way onto cable news.
Secondly, like most industries, television is a business of relationships. If you’re going to hire a publicist find one that has a track record of getting guests on the shows you’re targeting. A publicist with an impressive roster of clients often has the ability to leverage their weight to get lesser name clients a guest spot. We don’t like to admit it but we talk show producers will take two “C” celebrities for an “A” name any day of the week.
Lastly, having your own videos online greatly enhances your ability to make an instant impression on the media. You can also make money at it. Being on a big television show is pointless if you haven’t set yourself up to reap the benefits of all of the exposure.
How To Get On Oprah
Getting on Oprah is the quintessential life experience that tops most experts’ and authors’ wish lists. Unknown authors become overnight bestsellers and novelty items have become trendsetting sensations – thanks to the mighty “O” show.
So what is the pathway to talk show heaven? Having produced and directed for a long list of well-known network and nationally syndicated talk shows over the years, I know the process by which guests are chosen. I’ve been on the receiving end of countless pitches from publicists, agents and aspiring guests and have had to decide who would make the cut.
First, unless you’ve already succeeded in making the national headlines figure that your appearance on Oprah, the Today Show or other programs in that league are at least three to four years down the road.
Plain and simple, in most instances you must appear on local talk shows first to gain experience, credibility and to earn your way to the top. Few producers or talent coordinators will schedule you without seeing a demo disc of your past appearances. Even local shows want to know that you’ve got the goods.
And what are “the goods?” Charisma is the key factor that separates a great guest from one that won’t be asked back. Yes, know your stuff, be an impressive expert in your field and speak in short and entertaining sound bites – but above all be engaging. Some people are born with the gift of gab – but most must acquire it through experience and coaching.
Another way to hone your celebrity presence is to create or commission media products. If you hope to stand a chance to make it to the peak of the talk show circuit, you must have some products professionally produced. There are several companies like ours who specialize in capturing the best of someone’s personality and expertise on video. Find one that you trust and one that matches your philosophy and aesthetic. Experts from every profession are discovering a whole new world of possibilities by just stepping in front a camera. In Thursday’s edition of Branding YOU I’ll offer more tips for getting on the big shows like Oprah and I’ll talk about how you can profit by putting your media products online.
Politics
The real impact of an effective branding campaign is demonstrated by the image or words that come to mind when you think of a person or product. Regardless of your political persuasion, there’s a lot to learn about Personal Branding from watching the presidential race. Each candidate is attempting to position themselves in the minds of voters.
When you hear the name McCain, his campaign wants you to think of ideas such as “courage,” “strength,” and “victory.” With Obama, it’s “change,” “hope,” and “authenticity.” And, with Clinton, it’s “experience,” “tenacity,” and “intelligence.” Millions are spent creating marketing messages that will firmly imprint these positive characterizations in the minds of the public.
When a candidate makes a misstep or experiences an embarrassing disclosure it can be costly. They risk their credibility and the viability of their entire campaign.
In the face of a crisis smart politicians act fast and decisively. The best course of action is to get ahead of a potentially damaging story, which means to anticipate the fallout and break the news yourself. Newly appointed New York Governor David Patterson felt it best to suffer a day of embarrassment by disclosing that both he and his wife had engaged in extra-marital affairs rather than endure the firestorm that would have erupted if the media had broken the story first. This is especially true in the aftermath of the Eliot Spitzer scandal.
So what are the Personal Branding lessons here for you?
First, write down the three words that you want others to think when they hear your name. Next, conduct an informal poll of your current clients and business associates to determine if their words match yours. If you conduct your survey in a manner that allows anonymity you’ll get more accurate responses. If your respondents’ words vary vastly from your own you’ve got some work to do.
Secondly, as you raise your public profile, be mindful that being in the spotlight can come with a cost. You’re likely to lose some privacy and the press may also scrutinize your past. Anticipate and address any matters that may call your character into question. The actions of an associate or confidant can have consequences, as we’ve observed in recent weeks. It’s the nature of the game.
The Personal Touch
While our electronic gadgets make it easier to communicate they can also impede our ability to stand out from the crowd. Why? Because email communication and decently designed websites are ubiquitous. Everyone who advertises non-creatively through these channels risks blending in with the background noise.
What are you doing to set yourself apart and stay “top of mind,” for your clients, customers and prospects? What people really hunger for is the “personal touch.” You may have great software that cleverly pretends to personalize your correspondence by addressing them by their first name – but they see right through it. It just doesn’t ring true.
People hunger for authenticity. They want to feel that you’re real – and that you regard them as more than just another name in your database.
Here’s a tip that promises to pay off big time: Have some personal note cards professionally designed and printed that are very eye-catching. Make sure they are tastefully done. Brand them, yes. But focus on acknowledging others – not making it another overt piece of marketing that is all about you. Get feedback from at least five objective professionals. Don’t make the mistake of just asking your friends or relatives.
Now, commit to ending each day by hand-writing and sending out at least three personal notes. Again, your words must be sincere and authentic. No need to write a lengthy treatise. Just a few short thoughtful comments will suffice.
The busiest people will usually take the time to open and read a personal letter. Psychologically, we associate small envelopes with good news, whether it might be an invitation or an announcement.
You’ll be surprised at how good it makes you feel to share yourself in this way. The reciprocal benefits will flow naturally.