Five Questions to Ask Before Becoming Your Own Spokesman

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?

1.  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?
2. 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. 
3. 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? 
4. 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?

5. 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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Ford Promotes Chevy!

I'm watching TV the other evening and a Ford Truck spot comes on. It's hosted by Mike Rowe, who is a great talent. Ford made an excellent decision to use him as their spokesman. He's likable, amusing, and just tough enough to be a truck kinda guy.

In the spot, Rowe interviews truck owners about their Fords and how much they like them. It's spontaneous and off the cuff. Everybody's having fun. It's a nice commercial to watch. It makes you feel good about Fords.

The closing scene of the spot shows Rowe talking to a dog. He asks, "so what do you think of Chevy?" The dog growls and tears a a rag doll to shreds. Pretty funny stuff, probably ad libbed. A clever way to close the spot and great entertainment.

But Ford blew it.

Through the entire commercial my attention is focused on only one thing: Ford trucks. I am entertained, the message soaks into my brain without me knowing it. If there had been a Ford salesman watching with me, he would have made a sale then and there. In my zoned-out, TV inspired bliss, I have no notion that there is any kind of truck besides Ford.

And then they mention Chevy.

With that one question, "What do you think of Chevy?" the spell is broken. I remember now that besides Ford, I could also spend my money on a Chevy. The whole message is negated.

This spot cost Ford hundreds of thousands of dollars to produce and distribute. If I were GM, I'd be sending Ford a bottle of expensive champagne and a letter of thanks.

The time to acknowledge your competition is when you're developing your ad campaign and marketing strategy. Never mention you competitor in your advertising. Instead, pretend you operate in a vacuum. Don't blow your advertising budget promoting your competition!