Leveraging Radio, TV, and Public Appearances to Build Your Appraisal Practice. – Part one
In today’s lightning-fast media of video clips, sounds bites and headlines, how does a professional appraiser get any publicity? Do we need to get married and divorced in less than seventy-two days?” Do the Pasodoble on “Dancing With The Stars”? Wear a Lady Gaga-style ‘meat dress?’ Or get busted for posting pictures of our private parts on Twitter? I assure you, there is a better way.
Radio hosts, TV reporters, producers, and organizations are begging for great stories about appraisers and the things we discover. “Antiques Roadshow,” “Cash in the Attic,” “Pawn Stars,” “Pickers,” “Storage Wars,” and “What the Sell,” are just a few of the hottest appraisal and collectible shows to hit the satellite dishes of America. The titles change, the hosts wane and wax, but there seems to be a constant flow of reality shows, programs, and news segments related to our profession.
Even in the 1980s – the early days of community access television – cable stations ran a variety of antiques and collectibles shows. They are certainly not as well-known, but they paved the way for “Antiques Roadshow” and the winners of today. “Hobby World,” and “Personal FX,” were two early programs that managed to tie in antiques, collectibles, appraisers and auctioneers. Radio was not far behind with “Trash or Treasure” and “What’s it Worth Wednesday.” Today, Public Radio has “Value This! With Brian and Leon,” our nationally–syndicated, weekly call in show. www.ValueThisRadio.com.
Knowing how to leverage radio, Television, and public appearances can put you and your practice on the front page of newspapers, in the mix of great reality TV, and on national and local radio.
Why These Media?
An old marketing adage reminds us that we must put ourselves where our prospects can find us. “Find out where the traffic is and stand in front of it.” Research tells us that we can find some of the ‘best traffic’ on television, radio, and at live appearances.
Certainly we must continue to advertise and market with tested and proven methods. Leveraging these media however, creates new levels of publicity and builds celebrity status. Celebrity status is one of the most important elements of creating your image and building a solid client base. Being known as an appraiser that has been on radio, TV, or has addressed a group, puts you in the celebrity category.
My fellow ‘marketing geezer guru’ and publicity expert, Paul Hartunian refers to this celebrity status impact as the “Halo Effect.”
“If anyone is on radio or TV, they instantly become celebrities and cause people to line up to meet them and to hear the pearls of wisdom coming from their ruby lips, etc.” Value_This_With_Brian_and_Leon
“It makes no difference whether you’re a chiropractor, own a pizza shop, do bicycle repair, have a bakery or any other product, service, cause or issue imaginable. When you get publicity on radio and TV or in newspapers and magazines, you become an instant celebrity and you get instant credibility.”i
The biggest benefit of celebrity status is credibility. In reality, you can know practically nothing, but still be considered credible. You may not like that statement, but it is a proven fact. Having your face on TV, your voice on the radio, or your butt in front of a crowd, gives you instant credibility — Thank you Kim and Kanye.