Turn on your radio or
watch TV tonight and I guarantee you’ll come across a plethora of spots in
which the owner of a business acts as his or her own spokesperson.
Thought is divided on the topic – there are solid reasons to do your own pitch, and
reasons that are just as solid for not being your own brand ambassador.
In this week’s article,
we take a look at five reasons why it’s a good idea to appear in your own
commercials.
 |
| Could you be this guy? |
1.
Enthusiasm and
sincerity. It’s your company, your
brand, your service, and your success on the line. If you truly
believe in what you’re doing then nobody can talk about it, explain it, or sell it
as well as you. Nobody else will appear as sincere or enthusiastic about it as you will, and your
enthusiasm will perceived by the audience and motivate them. Example from the past: Victor Kiam's "I bought the company" spots for Remington Shavers.
2.
Credibility. There’s a reason why lawyers do their own
spots. The most important tool a lawyer
has is credibility. Lawyers who
advertise on TV have one strike against them already -- advertising on TV for years has been frowned
upon by the legal profession, and many people who see ads for attorneys who
specialize in personal injury cases laugh at them. That is, until they have their own
accident. Then it’s the attorney who
seems most competent and experienced they call.
In the Boston area, Attorney Jim Sokolove does a pretty good job of appearing competent and serious. (Here is a Jim Sokolove TV spot.)
3.
Personality. If you’ve got a big personality then doing
your own spots is a natural. Every brand
has its own personality, and if you’re the kind of guy or gal that people are
naturally drawn to, that personality might as well be your own. This is great for car dealers like Ernie Boch (Senior was better at it than Junior
is, but Junior is coming along.) (Here's a vintage Ernie Boch spot from the '60s.)
4.
You can’t
quit. You won’t be threatening to quit
if you don’t get more money. When a
company uses a paid spokesperson it’s public image is tied to that person. If the spots are successful at promoting your
business it’s a safe bet that your public spokesperson will be wanting more
money for the next go-round.
5.
Cost. This is simple. It’s cheaper to do your own spots.
When it’s time to plan
your next ad campaign, think about your intent – how you plan to portray your
product, service, or company. If you’re
up against cost issues, or you need to establish credibility, sincerity, or a
personality for your brand, appearing in your own advertisements might be the
way to go.
Next week we’ll take a
look at the other side of the coin and look at some good reasons not to star in
your own commercials, so please check BullShots! next week.
Who’s your favorite TV
spokesperson? Let us know! Your comments and links to this blog are
appreciated! Thanks for reading
BullShots!
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Brown Cow Studios of
Boston produces radio, TV and Internet commercials
that establish brands and
drive in business.
How can we help
you? – Get in touch with Fred Pagano today.
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