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Insider Tips on Becoming an Expert Celebrity: Go Ahead, Brand Yourself

Nick-Nanton-Insider-Tips-on-Becoming-an-Expert-Celebrity.pngNick Nanton knows a thing or two about how to help experts become celebrities. The chief executive officer of The Dicks + Nanton Celebrity Branding Agency, Winter Park, Fla., he is a worldwide authority on personal branding and is widely known as “the top agent to celebrity experts.” The winner of three Emmy Awards, this attorney-turned-branding-powerhouse spoke with InsuranceNewsNet about how insurance and financial advisors can start building their own brand and celebrity — and their businesses. Here are a few of his tips:
  • Choose the media. Try testing the media to see which might be best. Also, look at the demographics they can deliver and match it up with other factors, such as the market you want to reach.
  • Mass media versus direct media. Appearing in mass media is associated with big names and big celebrity. It adds credibility and media awareness, Nanton said. “But when you use direct media, such as sending content you create to an audience that you know cares and would be good buyers, that helps you tell your story. So use mass media to get credibility, and then do direct media.”
  • Make a direct offer or call to action. Being seen on television is not enough, Nanton said. People watch television for education and entertainment, not to get solutions. “You can interrupt that by offering something like a free report to download or some other offer that spurs them to call. What matters is the response you get, and the gain in revenues.”
  • Get as much control as you can. Some television shows and stations do not want people to advertise products and services on their shows, he pointed out. “But it’s important to have as much control as you can so you can control the message that you are sending.”
  • Public relations. Some people pay public relations professionals to help them reach the media for interviews or contributed articles, but it’s not always easy to measure the results. “I was quoted one time on the front page of the business section of The New York Times, but I only got one email from it — and that was from someone trying to sell me a framed version of the article,” said Nanton. By comparison, direct media marketing does help make money, often within 60 to 90 days of startup. Many who use direct media say, “That worked way better than I thought it would!”
  • Get training for media appearances. Some people are not comfortable being interviewed on television. But “media begets media,” so Nanton recommends spending the time and effort to get some training or media coaching.
  • Start local. Some people want to have their names appear in the major papers. “But we recommend that people start with the local media, where they will have more control.” Then build up from there. It could take a year to seven or eight years to achieve celebrity in the community, he said, but the key is to “continue to have something to talk about, and to continue to tell the story.”
— Linda Koco

Linda Koco, MBA, is a contributing editor to InsuranceNewsNet, specializing in life insurance, annuities and income planning. Linda can be reached at [email protected] [email protected].


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