Nobody Reads Any More: Marketing Through Television, Radio, & Social Media
Posted: Friday, August 27, 2010
by Jeff Brown
Inner Projection
Consider that the majority of the population watches more television, more YouTube videos, and more movies than any other type of entertainment. As a matter of fact of those who buy books, the majority never get past page twenty. And of those who read books, less than one percent read more than one book a year. Now granted, the written word is still one of the most powerful forms of communication out there, but that doesn't matter. If most are not reading, as a marketer you have to put your personal beliefs and opinions on hold and serve the customer the way he or she desires to be served.
But as a marketer, you cannot overlook the powerful tool these media and their associated celebrities provide. Dan Kennedy, one of the most successful marketers today-the brain trust behind Guthy-Renker and a person who has worked on projects with a long list of celebrities form Florence Henderson to Fran Tarkington and Gene Simmons-speaks to the fact that if you are not using celebrities, even local ones, to promote your products and services then you're missing out on the greatest opportunity to generate revenue.
And even the average Joe and Jane citizen can become a celebrity today thanks to the likes of YouTube, Facebook, MySpace and Twitter. Consider Dane Cook, a comedian I worked with in Boston when he was just starting out, who used MySpace to promote himself to celebrity status. In the article "How to Become a Youtube Celebrity" on eHow dot com lovedoctorrob states "The newest (and probably easiest) way to become famous is via the internet. Specifically Youtube. Independent directors, hobbyists, comedians, actors, producers, and personalities have stormed into the public eye through Youtube, on their way to fame and fortune."
But radio is still a popular medium as well, and with the advent of Internet radio, you can become a celebrity in your own right. Personally, I have taken to the airwaves and developed a radio show on Blog Talk Radio called Inner Projection. Just this week I had several guests on to talk about career and life issues. Dr. Steve Taubman is a hypnotist, speaker, author, motivator extraordinaire who has appeared with the likes of Dick Cavett, Steven Martin, and Martin Short. Keith Keller, from Down Under, is a career coach who broadcasts a radio show that goes out to over one-hundred-seventeen countries. Finally, Jacaquline Hadden is a business / life coach who works with clients who are worth millions if not billions of dollars.
So if you are stuck in the old-school mentality of advertising only via print, then you are missing out on the best way to get across to not only an audience but a mass audience. So get that personality in tune, that voice well oiled and get on the radio. Or if you like to be seen, get that chin lifted that hair coifed, get your chops down and get over to Youtube to promote, promote, promote.
Here's to your success.
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Top-level comments on this article: (5 total)Well, I'm glad to be able to say I belong to the one percent who reads a couple of books a week, and always finishes them! But I think you're right, the market is satiated with the written word, and in its voracious rampage for new fodder has settled for now on audio and video. Perhaps it's because people want more emotional connection, and one that involves more of their senses, which is a good thing, I guess.Yes, the emotional connect appears to be key. You're right, thanks Jennifer.
I too, observe that less people buy books compared to before and I too, buy less & sinfully, read less books these days. Of course the main culprit is the computer & its wonderful features ever so accessible within reach. Likewise, I also just get past around page twenty & stay there then I flip from back to middle. Should people still want to have their books published ?Just imagine how much you can appear to be a know-it-all by just reading a book or two a year. It reminds me of movie Idiocracy where an average Joe gets sent to the future where everyone is a complete idiot, so even if you have average smarts you're considered a genius. Could happen? :O)
What a wonderful marketing tool to use. I am always on the lookout for more of them, so thank you.GraceThanks Grace. Hey, maybe you could be a guest on my show. :O)
Another great article Jeff! You always tell it like it is in a very concise, controlled, easy to follow format, that even the web 2.0 challenged such as myself can understand. Great luck with your radio aspirations, and please continue to share your obvious wisdom and great knowledge with the rest of us would be entertainers or internet marketing hopefuls.Thanks David. Appreciate the kudos. Peace!
Great advice, as always. I wish I had the stones to advertise, but I guess I spend too much time working and writing. However, you are correct in the media trends: print is almost dead, unfortunately. Great job.Thanks Mike. Yeah, it's sad that it's not the best product, service, even writing that gets out there but that which is marketed best. Thanks for the read again. Peace!
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