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Resources
The Power of a Persona
Consumer preferences are influenced by reputation, which can be greatly enhanced and amplified through the third-party endorsement of media attention. If VANITY FAIR or THE NEW YORKER decides a new novelist is interesting enough to profile, suddenly theirs becomes the new book to buy, read, and discuss. If THE NEW REPUBLIC and Charlie Rose are both featuring a particular economic advisor to the President, chances are this person will have a new book out soon or will land a national magazine column or syndicated newspaper deal. We flock to particular films because the lead actors' faces now grace all the hot magazine covers, we buy CDs from new musicians we've been introduced to by their appearances on Saturday Night Live or NPR's "Morning Becomes Eclectic."
Similarly, we prefer consulting doctors and hiring professionals with whose work we are familiar. The "top" doctors, the "most-dreaded" attorneys, and the truly well-respected authorities are those whose reputation precedes them. Largely, they are known to us because we have seen them interviewed or because their work has been positively reviewed in a media outlet we trust. Professionals who are perceived as the leader in their field almost always have publicists working behind the scenes to assure these media placements.
Creating and managing a persona is serious business. And, historically, it's paid off handsomely for the likes of Henry Ford, Elizabeth Arden, Oprah Winfrey, Bill Gates, Johnny Cochran, Warren Buffet, Dolly Parton, Richard Branson, Dr. Spock, Suze Orman, Carl Sagan, and Howard Stern!
Each of those names signifies a character. You know what you're getting with every one of them. It is the public's recognition of, identification with, and appreciation for these personae that has propelled each of their careers.
Lack of a persona can be professionally deadly as Al Gore can attest. Unfortunately, after a lifetime of VERY public service, he has somehow not managed to distinguish his character in the minds of the people. More people could describe the personality and philosophy belonging to Emeril Lagasse or John McEnroe than could describe those of the man who served eight years as Vice President of the United States!
Yet the political persona of Abraham Lincoln persists 150 years after his term as President. Teddy Roosevelt's name and the initials FDR and JFK conjure images and ideas in the minds of people who've never heard them speak. Obviously, Al Gore is as distinctive as any of these other leaders. What's missing is an effective representation of his persona.
If it is important to your professional success to establish a public persona, consider that through this work you are establishing an intellectual legacy as well as credibility in your own time and culture.
Moreover, once credibility is established and trust has been built through repeated media exposure, the relationship between the expert and their audience can be extended. For example, John Gray's Men Are From Mars, Women Are From Venus series of relationship books launched a lucrative seminar series, a nationally syndicated television program, a syndicated newspaper column, an Internet community, a Broadway show, even a board game!
Suze Orman's personal finance books led to a series of audiotapes, CDs and videos which she promoted with national appearances on QVC and during PBS' pledge week which, in turn, paved the way for her own popular CNBC television series.
The What to Expect When You're Expecting pregnancy guide, by a mother and her two daughter co-authors Arlene Eisenberg, Heidi E. Murkoff, and Sandee E. Hathaway, has sold more than 10 million copies. As with the examples cited above, this successful book has spawned numerous sequels and adjunct products such as the "What to Expect When You're Expecting Pregnancy Organizer." According to USA Today, 93% of all mothers who read pregnancy books read What to Expect When You're Expecting - proof that once authority has been established, it takes strong root. In the 20 years since that book was originally published, NO other pregnancy or parenting book has come close to achieving the level of success garnered by What to Expect When You're Expecting. For all intents and purposes, if you are a pregnant American woman, you pretty much HAVE to own a copy of the Eisenberg book! That is, in large part, because no other author has yet to claim the Leading Thinkers-type mantle of expertise these three women have established for themselves.
For better or for worse, reputations die hard. Why not insure that your reputation is a good one, that it reflects honestly upon your work, and that it contributes to your bottom line? Your reputation is your most valuable asset. You care for your relationships, for your skin, your teeth, your home, your car. Isn't it time you gave your reputation the attention it deserves?
Contact LeadingThinkers and find out what a world-class publicist can do for you.
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