Every week as SmallBizLady, I conduct interviews with experts on my Twitter talk show #SmallBizChat. The show takes place every Wednesday on Twitter from 8-9 pm ET. This is excerpted from my recent interview with Clint Author, CEO of Status Factory. Clint is a Leadership and Performance Expert. His company empowers Authors, Speakers, Coaches, and Entrepreneurs to book themselves on network TV News & Talk shows. For more info: www.StatusFactory.com
SmallBizLady: Clint, is it really possible to be the only choice for a customer or prospect?
Clint Arthur: Keep in mind, people like Tony Robbins has no competition. Neither does Oprah, Deepak, or Kim. Celebrity=Unique. If you’re an Author, Speaker, Coach, Seminar Leader or Entrepreneur, you don’t have to be a superstar to use this strategy you just need to be “more famous” than your competition to make a huge difference in your impact, influence and income.
SmallBizLady: How can someone begin the process of establishing truly unique positioning in the marketplace?
Clint Arthur: The only thing that is most effective is speaking. Don’t be included with the runners; otherwise, you become known as “also ran”. That’s no good. You want to be known as the only runner amongst millions. When you speak on stages in front of people – you are positioned as someone special.
SmallBizLady: When is the best time to start?
Clint Arthur: The essential element to getting started is deciding that you are going to be a speaker on stages or TV. Then, begin studying how you make it happen. It’s not a miracle, no one is going to pick or find you. You have to make it happen.
SmallBizLady: Do you need a book to be successful in this process?
Clint Arthur: No, but it’s helpful and a very good shortcut in establishing credibility. Ideally, you need to recognize a trend that you see that will be around for a while and write a book about it. Use books to create credibility & relevance. It’s easy to create a “book” that’s good enough to help you get on TV — but you don’t “need” a book.
SmallBizLady: How long does it take to become a celebrity?
Clint Arthur: Getting on TV is a matter of convincing one person to put you on TV.
As soon as you convince one person – it can happen immediately. It depends on how much you want it. Write a proposal that will get you booked. Your 1st TV appearances begins your celebrity journey. It lasts as long as you keep “manufacturing celebrity.”
SmallBizLady: Do you have to look like a model or celebrity to get on TV?
Clint Arthur: Getting on TV has nothing to do with you looks. It has to do with your message and your passion for sharing your message. A “Manufactured Celebrity” rarely generates paparazzi. You control your publicity, which turns off when you stop your TV appearances. Your looks and weight are basically irrelevant. If you have a message you want to share, that qualifies you to go on TV.
SmallBizLady: What if you’re afraid of public speaking?
Clint Arthur: The best things you can do is to become a speaker on Local TV and talk shows. You’re in the room with one person and a video camera. If you can have a conversation with one person you can get on TV and be a “speaker”. Eventually, you will need to break through your fear of public speaking.
SmallBizLady: How can selfies with Celebrities help to increase engagement and visibility?
Clint Arthur: When you are in the picture with a celebrity, some of that star power explicitly attaches to you and increases engagement. The more you do this, you’ll transform into a celebrity. Celebrity Attachment marketing is one of my favorite specialties. It’s fun, fast, free, versatile and powerful — and gets easier and easier as you go! When you become a Celebrity, you tend to meet more Celebrities. Celebs play the Celebrity Attachment game – because in the end, Celebrity is All About MARKETING.
SmallBizLady: How can I win prestigious awards like “Info-Marketer of the Year”?
Clint Arthur: That’s not what it’s really all about. It’s really how can you win an award for what you do. Start with why would you want a reward, which gives you credibility and marketing power. Use it correctly to gain additional positioning and marketing power. The best way to stand out is to be a celebrity. All of this coupled with visibility and happy clients, will position you for awards and increased revenue.
SmallBizLady: How much should I spend on mentorship, seminars, info-products, and why?
Clint Arthur: I’ve invested over $250k in the last 7 years in mentorship and training. For the average person, that would be a mistake. Invest whatever you can afford to invest without putting your family in jeopardy. The mentorship investments vary, but can aid in skyrocketing your Author, Speaker or Coach career. Mentors speed your progress and help you avoid mistakes.
SmallBizLady: How can entrepreneurs raise their status in the eyes of customers and prospects?
Clint Arthur: This is the most important thing – money follows and flows to high status people. The only real way to raise your status is to be a celebrity in the world or in the room. That translates into having TV, news and talk shows. The extra value you get from TV comes from the evergreen lifespan you get from being on a show. Being a speaker is great, especially if you have a good video and appear at prestigious places, like Harvard or Google. Otherwise, your celebrity status expires when the event is over and as the memories fade.
SmallBizLady: Can you monetize from my TV experience?
Clint Arthur: That is a big misconception. The real value is making your customer and prospects aware of your appearance on the show. Deploying these marketing aspects like weapons in a battle to win the wallets of your prospects & convert to customers.
If you don’t use the weapon in the battle, you don’t win. Being on TV produces marketing videos that are produced for free, by the best video producers in the world.
Deploy the videos: send them out as the subject of multiple emails about each appearance & post on social media.
If you found this interview helpful, join us on Wednesdays 8-9 pm ET; follow @SmallBizChat on Twitter.
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