One of my clients got contacted by a TV station with a friendly message, saying; ‘We’re thinking of doing an item about your business, how would you feel about that?’
Of course, my client’s initial reaction was: ‘YES, of course!’ TV coverage means a great reach, great publicity and more potential clients.
The reality turned out to be this: this was a small, regional commercial TV station, selling €5000 advertising time slots, but pretending to ‘do an item about your business’.
This REALLY pisses me off.
These people deliberately target relatively ‘young’ entrepreneurs, who need more clients and are desperate to become known as experts in their fields.
The commercial TV stations then try to wriggle a huge amount of money out of these entrepreneurs, leaving them with nothing else but a link to a 1-minute video that will only be shown on television once.
Does that mean I never pay for publicity? No. I only pay for publicity when I think it’s a relevant platform where my ideal client hangs out, an if the tone of voice and energy matches my own. If not, then it’s a NO. And by the way, I only do business with people who are transparant about their intentions. No hidden agendas.
My heart bleeds when I see entrepreneurs falling into such traps. They truly believe that having this kind of publicity will boost their business.
The truth is, your ideal client will not be convinced after seeing 1 minute of you. Statistics show that people will need to digest 7 hours of your content, at 11 different touch points on 4 different locations.
So your 1 minute of fame on a regional, commercial TV station won’t do the trick.
What I REALLY, REALLY want you to do instead of buying this overrated and overpaid ‘advertising’:
Find your niche
Make sure your message is crystal clear
Choose your platform(s) and focus
Build meaningful relationships
Share valuable content and knowledge
Create your own YouTube channel with videos of you sharing your knowledge
In short; create a consistent visibility strategy that will get you in front of your ideal clients over and over again. By doing so, you’re building on those 7 hours of content, at 11 touch points and 4 locations. That is the way to get consistent clients.
I know you can do it. And If you need any help, I’m here.