Emmy-Winning Client Proves Passion and Drive Can Overcome ANY Obstacle

I spend much of my time doling out practical marketing and PR advice based on the harsh realities of today’s new economy. People ask me constantly for ways they can market themselves affordably and more reliably, so I try to make sure most of my tips are grounded and instantly useful.

But there is one particular element I discuss quite a bit in my book, Celebritize Yourself – I also refer to it so often when speaking to clients and potential clients that I sometimes feel I run the risk of it losing its meaning.  The element I talk about copiously is following your passion, and because I hate the thought of sounding like a broken record, it’s refreshing when something happens that re-emphasizes the meaning of my words.

One of my clients, who has turned into a dear friend, recently came full circle on a dream of hers, and it was a dream driven by her passion. At critical times in her journey she had turned to me, unsure of whether she should bother pursuing certain projects, because she was torn between the harsh realities of the day and the vision that was burning in her mind and her heart.

Aurea McGarry began her relationship with us as a client promoting her book Live Your Legacy, where she advises readers on how to follow their passions to success. After a successful campaign, she asked for my thoughts about starting her own TV interview and documentary show, titled from her book, in which she would feature people who were doing good works through not-for-profit organizations.

If you knew Aurea and her story of all that she overcame – things like her father being brutally murdered, spousal abuse, losing her mother to cancer and being diagnosed with cancer herself – you would know that there isn’t a mountain this woman couldn’t climb. 

But beyond that, Aurea had a burning passion to spread her message of not just surviving, but thriving and helping other people overcome obstacles in their life. 

Given her amazing story and her very strong passion, my advice to Aurea was to go for it.  With her own conviction in place and the wonderful support she had from family and friends, Aurea moved forward with her plans to have her own television show.  She called it Living Your Legacy and in the summer of 2008, the first episode appeared on her local Atlanta PBS station.  It has been on the air ever since, but that’s not why I’m talking about Aurea’s journey today.

In a grand gesture of life imitating art, Living Your Legacy was nominated for an Emmy Award in the Outstanding Interview/Discussion category in the Southeast Region. Her homegrown show was competing for the honor against programs from Fox, CBS, NBC and Turner Broadcasting. Over the past weekend, the awards ceremony was held in Atlanta, and her little engine beat the competition and took home the Emmy!

“I already felt like a winner, because this show – which was nothing more than a dream of mine a couple of years ago – has achieved recognition in the same breath as programs produced, financed and broadcast by the large networks,” McGarry said. “We’ve already made our point: You don’t have to be seen on network television to inspire people, to tell great stories and to produce a television show that has the power to change lives. But now that we’ve won the Emmy, it helps to validate that point.”

And it also serves to validate mine. There is no price tag you can place on passion, and its power can overcome any practical concerns, any business realities and any self-doubt you may have over the course you’ve chosen. Passion is the ball game. Always has been, and as Aurea has proven resoundingly, it always will be at the center of your success.

One of the things I love about my job is solving problems.

Sure, it’s great to have a client walk in the door who has a unique product or service, solid credentials and a compelling angle. It makes the work easier, certainly, but it sometimes is more satisfying to solve what a client thinks is an unsolvable problem in a creative way.

One such client was (and still is, by the way) Darlene Quinn, author of the novel Webs of Power. She had been handled by another PR agency previously and spent quite a bit of money to get very limited coverage. She came to us needing new representation, but very skeptical about how we would handle her pitch. Our method, as many regular readers know, is to approach the client as an expert in their field, and then promote their expertise as a way of getting media interest for them and their message.

In Darlene’s case, her novel was a marriage of Dynasty and Macy’s, a story of power and intrigue at the highest echelons of the retail fashion industry. When we asked her what inspired her to write it, she revealed she had been a top executive at the Bullocks Wilshire department store chain. Furthermore, she was friends with other top executives at some very upscale department stores, and had enough knowledge about the inside of the business that she could tell a few good stories (with the names changed to protect the guilty and the innocent, of course).

And that’s when we knew we had it. We knew that promoting her simply as a new author of a racy novel that reeked of money and power wasn’t going to get us very far. There are more than 370,000 new books published every year, and casting her as one of those numbers just meant that she’d be regarded as another can of beans on the shelf.

However, how many experts on the high-end retail industry are there in the media? Not many, because many top executives don’t want to offend anyone else in the business, even if it’s a competitor. They never know when they might have to ask them for a job. Not a problem for Darlene, however, who had made a commitment to being an author for the rest of her working days. While she would never overtly say anything to offend anyone — that’s just not her way — she did have the freedom to tell the truth about the retail business.

Soon, she was being booked on radio and television to talk about the retail industry and its struggles to get through the recession, which was just starting around that point in time. With tons of coverage in the print media, more than 120 radio interviews and several national TV interviews, Darlene is now the undisputed expert in the media on retail matters. In addition, she was able to expose her book to millions of readers, listeners and viewers. Coming full circle, we’re looking forward to her new campaign in the fall to promote her new book, Twisted Webs, the sequel to Webs of Power.

More than that, Darlene is branching out and becoming a commentator on the retail industry as a whole. Watch the Internet for her next interview, which is about how retail giant Wal-Mart is trying to fix a serious mistake which cost them many thousands of customers late last year. I’d tell you about it, but Darlene is really the expert on that!

There’s a lesson here that can be learned and applied by anyone with a consumer message, regardless of whether you are selling a book, a product or a service. The lesson is that if you’re interested in being in the news, or interviewed on radio and TV, there is a precise formula you must follow.

1. Follow the news and look for news items that are relevant to your topic and that you can comment on as an expert.
2. Develop your message around those news items that will provide valuable information to the public.
3. Identify the local or national media you feel is a good match. Read their column, watch their show on TV, or listen to their radio show. Before you approach them, know the format of their shows and types of topics that would interest them.
4. When contacting them, never, ever pitch your company, your product or service. Only pitch yourself as an expert with solutions to problems their audience is concerned about.
5. Understand who their audience is so you can engage the editor or host with your pitch and, make sure to give them all the information they need to make an immediate decision to interview you.

Of course, if you need some help, let us know…it’s what we do, day in and day out. And, we may be able to do it for you!

You might see yourself as only one of a million people who are knowledgeable in a particular area, but your friends, family and colleagues may see you as the reigning expert on the subject, the go-to guy or gal with the answers.

It all comes down to knowing who you are and what you have to offer others…what is that “unique something” that makes you and your message stand out? If you really are an expert in your field, it may be time to take it to the next level and become well-known as an expert celebrity.

The 17th century French philosopher Descartes summed it up with his immortal words, “I think, therefore I am,” and that is the viewpoint you need to adopt. It requires some soul searching to gain insight about your strengths and weaknesses, plus a strategy so that you can position yourself correctly as an expert, and finally, a willingness to embark on the journey.

The contestants on American Idol are a terrific example. The show starts out with a cattle call. Anyone and everyone who believes they have talent shows up to audition. As the weeks go on, the participants are given a chance to showcase, not just their talent, but themselves. They learn how to package themselves; they have to figure out how to stand out in the crowd.

The competitors who successfully navigate the first few weeks quickly learn how to use their strengths and minimize their weaknesses – they know the judges will expose those weaknesses and it won’t be pretty. They know they must work extra hard to strengthen any vulnerable areas before the next show or they are done for.

It takes some intestinal fortitude to admit what your weaknesses are and a lot of hard work to overcome them. That is where passion and drive come in. These contestants are passionate about their craft and driven to win the final prize – success, fortune and the celebrity that is their due.

Being an expert celebrity is not something that just happens. It takes courage, passion, sweat, drive and maybe even some tears. If you are sure of yourself, who you are, what you want and what it is going to take, you can make it to the top of your field, regardless of whether you are America’s next pop star or the next celebrity home renovation expert.

Time to do some soul searching.

You know what hard work is. You’ve put in the long hours, worked late into the night, done more working than eating during the lunch hour—all to ensure the success of your business.

You may be thinking about what else you can do to get the news of your products or services more broadly known within your target market. Or, you might be brainstorming future steps to expand your business and make it even more successful.

In either case, one immensely valuable marketing strategy can be summed up in two words: get published!

Now, you may be tempted to dismiss this out of hand…after all, you have a profession, and very likely it isn’t “writer.” But there are many ways to be published and each, separately or in combination, can be incalculably valuable in terms of its contribution to your marketing efforts.

We’re talking about:

• Articles written about you, or by you, which are published in newspapers and/or magazines.  They provide great credibility to your position as an expert in your field.

• Op Ed (opinion-editorial) pieces you’ve written that get published.  It’s a great way to take a stance on an issue important to your business and get published, and it positions you as a thought leader.

• A book with you as the author—my favorite!

Getting published opens the door to the media and provides a powerful platform that is magnified a millionfold when you subsequently get invited to appear as a radio or TV guest, or are quoted in the press.

Furthermore, when the press publishes an article about you, it is really a public relations coup! A paid advertisement is always seen for what it is—an attempt to persuade more people to buy your product or service. Don’t get me wrong…there is definitely a place for advertising.  But the power of PR is that when the press writes about you, they are giving a tacit endorsement of you and your business. It lends credibility which is absolutely priceless!

And, let’s face it—being published sets you apart from other CEOs and distinguishes you as a leader in your industry. Not only does it boost your status above that of your peers in the eyes of the public, it also makes them aware of what your company is about, who its leader is and helps them to form a positive opinion about your company and its product.

If you decide to be the author of a book or article but don’t have the time or expertise to write, there are droves of professional writers who freelance as ghostwriters (and are easily found on the Internet).  For many a busy executive this is the best and only way to go. There is no shame in employing a ghostwriter—their job is to translate your own thoughts into an enjoyable and clearly-understood form.  It’s no different than hiring any other professional who helps you run your business more smoothly.

The bottom line is that getting yourself in print can have a very positive impact on the success of your business. You can invest as much or as little of your own personal time to bring it about—it’s entirely up to you. But you will reap great benefits whichever path you take.

Why Everyone Has a Little Celebrity in Them – And What to Do About It

Everyone is a celebrity at something, and by “celebrity” I’m not talking about movie stars, professional athletes or those overnight sensations that are here today, on the cover of People tomorrow and gone by Friday.

True celebrities are experts. In a lot of cases they’re experts at acting, putting a ball in a hoop or looking sexy in next to nothing. But believe it or not, most celebrities these days – the ones that keep auditoriums and hotel conference rooms and even bookstore shelves full – are folks like you and I; people who realized what they are very, very good at and put it to use by celebritizing themselves (or putting their expert status to use as a modern celebrity).

You, too, can become one of these nowadays celebrities, no matter what business you’re in, how big your company is (or isn’t) or even if you don’t think you bring the chops.

The best part is, it’s as simple as 3-F’s:

Find…Yourself

To be a modern day business celebrity you have to know 1) What you’re good at, 2) What are you passionate about and 3) What people need from you. Celebritizing yourself is about knowing all three of the above, not just one or two.

So, what are you a good at? It could be anything: gardening, management, economics, knitting, housecleaning, politics – the works. The experts we all know and recognize and who become celebrities, everyone from Tim Russert to Ty Pennington to Linda Cobb, the Queen of Clean, to George Stephanopoulos, may come from a wide array of backgrounds but all have one thing in common: they know what they’re good at and do it very, very well.

Next, what are you passionate about? Now, being good at something and being passionate about it are two very different things. You can be great at fixing cars but hate talking about it, sharing it with other people. If so, this topic just wouldn’t qualify for the expert celebrity game.  But, if you look a little harder to identify what it specifically about fixing cars that you truly love and you find it’s restoring classic automobiles, now that’s something you could celebritize!

Finally, what do other people need from you? So what if you’re good at fixing cars AND passionate about restoring classics? Is there a market for that? Do people really want to talk about that? And are you the right person for the job? Once upon a time I might have said, “No, there’s no market in celebritizing yourself around restoring classic automobiles.” But that was before Car Talk on NPR made its and co-hosts (and brothers) Tom and Ray Magliozzi famous. That was before Antiques Roadshow captivated the country’s attention and before both the History and Speed channels became cable staples.

Nowadays, truly, if you are an expert at something, passionate about that thing and can find a market for it, you too can become a celebrity!

Focus…On What Works

We all know what’s going to work for us and what doesn’t.

Blink and Tipping Point author Malcolm Gladwell is a celebrity x 10 but I don’t think you’ll ever hear him screaming into a microphone on some shock jock’s call-in show; it’s not him, it’s not his audience – it doesn’t work.

On the other hand, Guy Fieri, celebrity chef, cookbook author and winner of the Food Network’s first “The Next Food Network Star” contest, IS just the kind of passionate, verbal, excited and outgoing individual who has made a career out of what works for him: using his natural passion and enthusiasm for his expertise – cooking – to create a personal brand that is suddenly dominating the Food Network scene.

Of course, even a profound extrovert like Guy Fieri pales in comparison to pundit, expert, author and popular CNBC host Jim Cramer. Cramer, with his trademark rolled up sleeves and loosened tie, intense eyes and voluble vocabulary, spends every evening shouting his message of the latest stock tips to an adoring and exceedingly loyal fan base on his popular TV show, Mad Money.

With his expertise, proven credibility and solid background, Cramer could have easily been a popular and successful pundit. But by finding his niche on his very own show, Cramer has truly shone and become what most experts crave: a celebrity.

Malcolm Gladwell, Jim Cramer and Guy Fieri are all experts; all are also bona fide celebrities.

And all are doing what works… for them.

Finesse…the Message

Finally, you need finesse; specifically, you need to finesse your message. It needs to be clear, concise and focused. For instance, if you are an absolute miracle worker when it comes to organizing things, it only makes sense that your message is organized as well.

What is that message? Let’s say over time you’ve realize that most people aren’t organized and even fewer people recognize the value of organization. So to make it clear for them just how important it is to be organized, you’ve come up with a simple three-part message that you communicate everywhere you go: your message is that organization saves time, increases productivity and boosts profits.

That message is delivered every time you publish something, hand out a business card or invite someone to read your blog. That message isn’t just the words you use but the graphics you use in your brochures, on your Web site and on your business card.

Let’s say you start a blog to spread your message about how important it is to be organized. You wouldn’t write about sports scores or share holiday recipes or Hollywood gossip, would you?  Hardly.  Your message is that organization saves time, increases productivity and boosts profits.

So every blog post must reiterate that message in articles that have to do with your core expertise. You’ll want to write about how an organized office is a productive office, you’ll want to link to news stories or breaking research that reveals organization boosts effectiveness by 28%, etc. Otherwise you’re just wasting that message, if not ignoring it altogether.

Embrace Your Expertise

So much of expertise is confidence, but we’ve seen how confidence alone isn’t enough to become a celebrity. The bottom line with becoming a celebrity is that once you find… yourself, focus… on what works and finesse… your message, the foundation is already in place for what promises to be a bright and celebritized future.

Becoming a celebrity next becomes a matter of taking all three of these vital core skills and truly embracing your expertise so that you will have the confidence to truly shine in whatever it is you are good at, are passionate about and can find an audience for.

Once all these elements align, the sky truly IS the limit!