The Key Is To Create Interesting, Unique, and Relevant CONTENT.
Then Find Bigger And Bigger Audiences.
“You should turn your business into a TV show.”
When I heard this advice from my friend Troy Dunn in about 2005, I thought he was crazy. Turn my business into a TV show? What does that even mean? Who would even want to watch such a thing?
Before I could voice my objections, he clarified: “You should think first and foremost about your expertise in your field. Anyone who is in business SHOULD consider themselves to be an expert. If so, the best way to solidify yourself as an expert is to create a TV show about your business. It makes you the unquestioned leader in the field… not just locally, but everywhere.”
And he knew what he was talking about. His company was a special-flavor private investigation firm that specialized in tracking down and reuniting long-lost family members. His clients were typically adopted kids who were trying to find either their birth parents and/or birth siblings.
He got in early on the “reality TV” thing by volunteering to have his services documented on daytime TV talk shows like Sally Jesse Raphael, Montel Williams, Oprah, and so forth. His claim to fame back then was that he held the world record for having appeared on more TV shows as a guest than anyone else. Think about that for a minute.
A few years later, as reality TV morphed from competition shows like Survivor and American Idol into shows about literally ANYTHING (think: Treehouse Masters, Pawn Stars, Storage Wars), Troy took his expertise and passion for TV to a new level by creating a show called “The Locator” on WE TV. After 5 seasons, he moved over to TNT with a show called “APB with Troy Dunn.” I’ll be darned if Troy didn’t do exactly what he had told me to do: He made his business into a TV show.
Meanwhile, back on earth…. the point of this article is NOT to tell you to turn your business into a TV show—although you shouldn’t necessarily discount that either (more later). The point is to find ways to showcase your expertise so that you can position yourself as an authority and enjoy the credibility that comes with it.