Turning celebrity into business

Appearances on local radio and television programs can be powerful business-building tools for advisers.

Appearances on local radio and television programs can be powerful business-building tools for advisers. Breaking into radio and TV admittedly can be difficult, but once you are established as a trusted source of financial and investment answers, the effect on your business can be profound.

One of our advisers located outside of Syracuse, N.Y., appears on ABC’s local morning news program. A periodic guest appearance has evolved into a weekly segment that covers everything from rising gas prices to helping a child invest the money received as a college graduation gift.

The adviser, Rick, agreed to his first appearance on the show after a spur-of-the-moment request from the station when their regular adviser-commentator had another commitment.

An obvious but often forgotten tip in becoming a media celebrity, therefore, is simply being available. Although Rick had to scramble to prepare a presentation topic, it paid off because he positioned himself as an adviser who can be relied on to appear at the last minute — which is often the case with news crews scrambling to fill air time in reaction to the day’s events.

Another plus: Rick conveys a likeable image that is appealing to listeners and viewers. His easygoing nature and tone of voice contribute to an on-air persona that is knowledgeable but not intimidating. His sound investing advice also signals that he is thoughtful and trustworthy.

The many viewers who contact him say they saw him on the news and feel as if they already know him.

“People are creatures of habit,” Rick said.

Obviously, many residents of the Syracuse area will never see him or know of him, because they don’t watch the program he’s on or don’t watch TV in the morning. Still, there are others who see Rick every week, without fail. The consistency is important. Those who watch are comfortable before they ever step foot in Rick’s office.

Rick, who has been on the show for more than a year, identified other ways he has solidified his position as an on-air adviser.

First, and most important, he keeps his message simple. Whether you host a segment or are interviewed, television and radio are no place for complexity. TV reporters might need only a sound bite, which means that even if you are interviewed for 30 minutes, 30 seconds or less of your remarks are likely to wind up on air.

Second, always be prepared. Being ready to comment on the market or to pull together a relevant topic quickly makes a big difference, especially for reporters who are working on tight deadlines.

Finally, be a resource. Reporters may need background education about a complex investing idea or ways to tie it to their audience.

If you can provide help without expecting an immediate payoff, reporters will turn to you in the future.

The first time the TV lights go on or a microphone is thrust in front of your face, it’s normal to be a bit (or even more than a bit) nervous. Although Rick didn’t receive formal coaching, he has acclimated himself to the studio environment and said that he makes sure to be himself on the air.

He tries to be upbeat and positive on TV, and avoids humor, which can backfire. Rick also stays away from topics or suggestions that may give the impression that he is promoting himself. Never forget that on TV or radio, you’re telling, not selling.

Preparing for these appearances is an investment of time, so leveraging appearances is important. For instance, replays of the television or radio appearance are available on Rick’s website.

The text version is used as a monthly newsletter, which is mailed to clients and prospects.

For most advisers, a regular guest television spot such as Rick’s may be out of reach.

But you can engage in other public relations activities to ensure that you become better known in your community, such as joining local charity organizations or community committees.

Rick acknowledges that his TV opportunity was to some degree a matter of being in the right place at the right time. Still, he would not have been asked to return to the show unless he offered valuable insights about the financial markets and investing.

If you can offer a local broadcast outlet an investing angle or perspective that hasn’t been covered, you may be on the way to media celebrity.

Susan Cook is an assistant vice president and marketing manager at Cadaret Grant & Co. Inc. of Syracuse, N.Y.

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