In BullShots! last week we shared five reasons to appear in
your own advertisements. But as we said,
thoughts are divided on the subject. So
this week we present the flipside of being your own spokesman. Answer these questions honestly before you
decide:
Five Questions to Ask Before You Appear in Your
Own Ads:
 |
| Which would you buy from this guy? Dog food, a used car, or a submarine? |
- Are You TV and Radio Friendly? It would be great if we lived in a world where we were all judged on our inherent abilities and goodness. But alas, that’s not the case, and in this world image and appeal count. This applies not just to physical good looks, but to manner of speech and general demeanor. Any accent, regionalism, or speech impediment can work against you. Do you seem honest? Trustworthy?
- Is it Ego That Drives the Decision? Agencies and spot reps know the best way to appeal to a client with a big ego is to urge him to do his own spots. We all want to be stars. A lot of crummy advertising results from this sort of pitch. It’s a disservice to the advertiser, and it’s a disservice to the advertiser’s business. If you do decide to be your own spokesperson, give a lot of thought to your motivations.
- Do You Look the Part? This isn't a looks question, it's a casting question. Although you may be the best speaker and best looking person in the world, you still may not be the best choice to relate to your target customer. Do you look the part? Are you selling expensive cars but look like a longshoreman? Are you the supermodel type trying to sell dog food? Or are you an electrician who looks like an electrician?
- How Does it Affect the Long-Term Value of Your Business? Let’s say you build a very successful business acting as your own spokesman. Now it’s time to sell and retire. What is the new owner going to do about advertising? Your face is connected to the business, and you won’t be around any more to pitch it. The new owner will have to make a substantial investment to overcome the lack of your involvement, and the business may be worth less because of it.
A
great example of this is Jordan’s Furniture, a Boston area chain. For years, the Jordan brothers appeared in
their own radio and TV spots. Eventually
time came to sell out, but the business was so strongly linked to the brothers
that the new owner was forced to keep one of them on the payroll, just as
spokesman. What’s going to happen when
there’s no more Jordan associated with Jordan’s furniture?
A
nationwide example: Bob’s Discount
Furniture. Bob is smart, however – he’s
already preparing for this by turning himself into a cartoon character. But is that really the way you want to go?
- What are You Really Selling? Sorry, but it’s true: People don’t care about you. They care about the washing machine, tv, computer or storm windows you’re selling. They want to know about features, price, and value for their money. You might be a pleasant guy or gal, you might have a beautiful family, but people don’t buy refrigerators because of your kids – they buy them because they keep food cold. Unless you’re a politician, keep your family out of your ads, and keep yourself out too. And frankly, a lot of politicians would do well to stay out of their own ads too.
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Who do you think does the best job of
being spokesperson for their own company?
Who does the worst? We’d like to
know, so please comment on this article. Your Links and Likes are appreciated
too!
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Brown Cow Studios of Boston produces
attention-getting videos
that grow your business. How can we help you grow?
Get in touch with Fred@BrownCowStudios.com
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