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.
Finding A Mentor or Coach
In Tuesday’s edition of BrandingYOU! I made the case that everyone can benefit from having a coach or mentor – regardless of his or her level of expertise. Why reinvent the wheel when there are people out there who have successfully accomplished what you want to accomplish. So how do you identify the best one for you? Choosing a coach or mentor could be one of the most significant steps you take along your career path. The right choice promises fewer bumps along the road. The wrong choice could leave you lost. Enough clichéd metaphors; suffice to say that it is a big decision.
First, exercise scrutiny. More than 40,000 people here in the U.S. identify themselves as coaches and as in any profession there are great ones and there are charlatans. Seek referrals from friends or colleagues that have had success with a particular coaching professional. While all coaching relationships should be confidential, it is appropriate to ask a prospective coach for references.
Here’s my best advice on this subject: aim for the top. If you’re committed to being masterful at something learn from the masters. Who in your profession do you admire, aspire to emulate and perhaps exceed in their success? If you’re a home improvement expert and aspire to be the next Ty Pennington, commit to connecting with him. Now, of course, super celebrities are not readily available or even interested in taking you on. But their success stories are well documented. Follow a winner. Read everything you can find on how they did it. Who has advised them along the way? Who is their agent, publicist, attorney and accountant? No one succeeds alone. Find a coach, consultant or career manager to be your committed partner in designing and implementing a game plan for your success.