The Power of Language
Branding is all about perception, and perceptions are shaped by conversations.
When we have a positive experience with a person, product or service we are likely to share about it. When we have a negative one, we share about that too – and often more so.
The race to win the White House offers a wealth of teachable moments when it comes to learning the power of language. There is an entire philosophical discipline that explores how language impacts our perception of realty. Having a basic understanding of the power of language is critical for success in almost any endeavor.
You must become more aware of how what you say, or don’t say, directly impacts your professional and personal results. A common misnomer is that we fall victim to the words and characterizations imposed upon us by others. It is pretty much agreed that John Kerry was the victim of the Swift Boat attack ads. But I challenge that conclusion. While he couldn’t have prevented their attack, he had a choice in how and when he responded. He hesitated and suffered the consequences.
Timing and tone are always critical factors. Barack Obama was smart to promptly address news of his pastor’s controversial sermons. Whether you feel his response was adequate or not, most will agree that he proactively controlled the damage, with minimal impact to his poll numbers. He used the power of language to respond with a speech that many observers from both political parties consider groundbreaking.
Words are so powerful they can alter the course of history. Walter Mondale failed in his attempt to make Ronald Reagan’s age an issue in their political race, when Reagan utter the words, “I’m not going to exploit for political purposes my opponent’s youth and inexperience.” Look for John McCain to borrow a page from Regan’s playbook in his campaign to win the White House.
Hillary Clinton has suffered the ill effects of either misspeaking or misstating the facts about her 1996 trip to Bosnia as First Lady, depending on how you choose to interpret it.
Yes, in the end, the public gets to vote on our character, integrity and credibility as an expert or professional. However, we play a defining role in every outcome, based on how we manage the conversation.
The Strength of Your Team Determines Your Success
Few people achieve success on their own, whether at personal branding or any other business venture. It takes a team of talented and committed people that share the same values and work ethic.
When I was a youngster my mom was fairly scrutinizing of my friends. The message was loud and clear: “Be careful about who you associate with. You will become just like the people you surround yourself with.” At the time, I thought she was being overprotective. But in hindsight, I believe it was some of the best advice a parent can give a child.
No one is perfect. However, dysfunction breeds dysfunction. We all know companies that have rotten customer service. The person that answers your phones sets the tone for how you and your entire organization are perceived.
Don’t make the mistake of holding on to underperformers. Often we tolerate situations that could ultimately lead to our demise. It may seem cold. But you must cut your losses, lick your wounds and move on. The success of the entire enterprise is at stake.
If you’re working on your own or just getting started on the path to Branding YOU, it is still likely that some of your support will come from outsourcing. Surround yourself with exceptional talent. Hire great legal counsel, accountants, consultants and most importantly, staff members. Think of your team as a healthy living organism. It impacts the whole system if there is sickness in any part of the body.
Over time you’ll assemble a larger team, if you’re serious about growing your personal brand. Plan in advance. Write down the character traits and skill sets that would be most desirable to have in your team members. Surround yourself with the best and you will be the best.
Making Money With Media
Experts intuitively know the value of becoming a published author. It gives you instant credibility and can serve as calling card. Having audio, DVDs and online media products provides you with yet another level of respectability. It communicates to the public and your business prospects that your expertise is valued.
Plus, there is a financial upside. Professional speakers with product know the value of back of the room sales.
Packaging is key when creating your media products. You want to have crisp eye-catching graphics that distinguish your brand. Consider having a signature icon, color scheme, or some other defining characteristic in your packaging that set your products apart.
Start the process by doing an analysis of existing top selling media products. Browse catalogs and bookstores and take notice of the items that stand out. Enlist an impartial friend or two to join your survey mission and listen closely their input.
Clip ads for media products and start two folders. One for ads that appeal to your senses, and a second for ads that you view as less than favorable. These folders will help you to articulate your specific likes and dislikes when working with a graphic artist. And how do you find one?
There are two schools of thought when it comes to hiring creative talent - you can shell out big bucks for a top design firm, or hire your tech savvy nephew for next to nothing. Realize though that cutting corners can be costly. On the other hand, colleges are now brimming with highly talented artists. Many are looking to build their portfolios with work samples and are therefore willing to work for less. Be sure to get references in either case. Nothing is more frustrating in working with people that have a poor work ethic. You can hire the most creative artist on the planet. But if he or she isn’t reliable about delivery schedules and technical matters you’re in for some upsets.
Finally, consider the merits of bundling your products together to increase your profit margin. Adding a DVD to the back of your book increases the value of both items.
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.