Front - AZ Teambuilding sro

PUSHING TO THE FRONT
Once Foreman was on board, Boehm had the credibility to get the corporate
backing he needed – and to ultimately sell over a 100 million
George Foreman Grills.
Sometimes a Boehm has to find a Foreman to achieve his entrepreneurial
dreams – because a unique testimonial or endorsement is yet another
way to create a special position for your business or product. Celebrities
and notables help you cut through the clutter in an entirely different
way to help get you noticed by potential customers.
The pitfalls here, of course, are obvious: just ask the companies Tiger
Woods had endorsement deals with before his extracurricular activities
came to light. You have to make sure the celebrity you approach makes
sense for your brand and your base, and is also an ethical person that you
can feel comfortable having a long-term relationship with (especially if
you’re going to put the person’s name on your product or service).
Of course, the other way to work this is to make yourself the star and
the unique brand. This, of course, helps if you have a certain level of
star power, savvy and charisma. People like Richard Branson and Donald
Trump know how to capture the spotlight and keep it firmly trained
on them – they’re experts on how to build their names to the point
where they can slap it on anything and easily make a few million.
Along the same lines, and a method we use successfully for our clients,
is to establish you as the expert in your field, through authoring books,
doing TV interviews on ABC, NBC, CBS, and FOX, getting press in
“USA Today,” “The New York Times” and other local and national
publications, and creating regular, authoritative online content under
your name. We provide the coaching and training, as well as the opportunities,
for entrepreneurs to effectively ‘pull off’ all of the above.
That’s because we know that this is the most important element of creating
a unique and exclusive marketing platform.
Why? Because when you become the face of your own business and its
most powerful selling tool, nobody can take that away (unless you have
a twin!). Once you’ve built your own personal brand, you’ve created
the ultimate in exclusivity, so that potential clients don’t go looking for
just anyone who does what you do – instead, they believe they have to
have YOU and no one else.
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