An age-old copywriting secret is to ‘enter the conversation already happening in your prospect’s mind.’
One of the easiest ways to do this is to look at what everyone is talking about.
According to USA Today, Google reported the top two trending searches for 2013 were for former South African leader and human rights activist Nelson Mandela and actor Paul Walker—followed by the iPhone 5 and actor Cory Monteith.
Yahoo reported that the top obsessions for 2013 included Miley Cyrus “twerking”…”Duck Dynasty”…the casting of “Fifty Shades of Grey”…and “The Walking Dead.”
The popularity of these searches indicates that this is what is on your prospect’s mind.
Other than the iPhone 5, do you notice a common denominator?
The answer is obviously they are celebrity-related.
People love celebrities. They’re obsessed by them.
A single celebrity death will often trump media coverage of anything else going on in the news, even if the reality of the other news story is far more staggering.
The truth is people are fascinated by celebrities and that trend isn’t going to change. It’s only growing. And, inexplicably, people confuse celebrity with credibility.
This is good news for smart marketers.
Every year billions of dollars are spent on celebrity endorsements. People will buy whatever celebrities eat, drink, wear, and drive. They want to know what celebrities do, where they shop, live and do business. Tap into celebrity and you have access to the most powerful marketing force available.
It’s easier to do than you think.
If you do business on a local level, it’s relatively easy and inexpensive to become a local celebrity. If you do business nationally but in a niche market, it’s also relatively inexpensive.
Make yourself famous by writing articles and books, giving lectures and being active in industry and community affairs. Feature yourself in your advertising, videos and webinars. Get interviewed on radio and TV and post the files on your website.
It’s worth noting that, these days, the lines between “PR” (public relations) and paid, commercial advertising as a means of creating celebrity status are very blurred.
It wasn’t too long ago that I watched an alternative health guru interviewed on Larry King and noted that virtually all the questions were the same as what our hosts on an infomercial asked two health experts.
When entertainment TV reporter Leeza Gibbons interviewed and profiled motivational speaker Tony Robbins in an infomercial was that as good as being on the TV show, Entertainment Tonight? Yes. In some respects it was even better…because this suggests strategy.
If you could get 3-time NFL Super Bowl Champion Emmitt Smith to appear in one of your ads do you think that would get more attention than an ad without a celebrity in it? (Incidentally, there is a way to get him and other mega-celebrities to do this when you attend Super Conference℠. Find out more here.)
Using advertorials in newspapers and magazines, bought radio and/or TV time, self-published books, etc. you can do the same thing you once had to accomplish only through publicity and public relations.Not to mention that you can exert complete control over the process, unlike in live interviews with the media where you are at the mercy of what they ask, what they include in their edits, and whether or not your story gets bumped. Plus you can get it out much faster.
Whether you make yourself into a celebrity or you find celebrity endorsers to create a connection between your product and service and showcase this connection, celebrity is undeniably one of the most powerful tools you can have in your marketing toolbox.
This draws attention, enhances the buying decision and increases the loyalty of your consumers. Plus as mentioned before, you’ll be viewed as a more credible source.
One of the smartest moves you can make this year is to capitalize on the growing trend of celebrity fascination. Build your own celebrity and/or start connecting with celebrities to form an association between them and your business now.
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