There's hardly anyone in the western world who has not heard of Donald ("You're Fired!") Trump and, if we examine why that is, we can put the Trump effect to work for the benefit our own businesses.
Mr Trump didn't invent this marketing technique, but he has taken it to new heights. One of the first people to use this was Victor Kiam. Remember him? He's the guy, who liked the Remington Electric Shaver so much he bought the company? But his public appearances were pretty much limited to TV commercials, although he did publish a book on entrepreneurship, some time later.
Nor is this just an American phenomenon: you may have also heard of Richard Branson, CEO of UK based Virgin Atlantic Airlines. He started his first company, selling records back in days of yore (the 1960s), when they were made from black vinyl. Incidentally, the company name, "Virgin" came about because he was then a virgin in business. But no longer.
Forty years on, the Virgin brand encompasses a vast range of products, from cola to condoms, via cell phones and credit cards --even trains and boats and planes! In fact, the Virgin brand is already up there with the likes of much longer standing world recognized brand giants, such as Coca Cola and Sony.
And going back to Donald Trump: such is the magic of the name, it now only has to appear in connection with a high end real estate development to instantly command a premium selling price.
How is all this possible? Simple -- trust: because we see, hear and unconsciously note their body language, we feel we actually know these people. So who would you trust to deliver on their promise? Someone you feel you know and can therefore trust to deal fairly with you -- or Hiram J Hiram III, the reclusive CEO of the faceless Mammoth Manufacturing Corporation?As the internet turns the world into a global village, successful business needs to get more and more personal. That means the companies that market themselves the best will increasingly be those who show a human face.
Until now, you and I have been at a distinct disadvantage in the branding stakes, compared with the likes of Messers, Trump, Kiam and Branson, who could appear on TV pretty much on a whim -- but no longer.
Now web site video has come of age and is poised to transform internet marketing the way e-mail did, anyone can now project the moving, talking image of themselves around the globe.
If you have Windows XP, you already have in your computer the software to create great videos. Then, all you need is a basic web site, running on a basic server (no fancy special video servers needed), a cheap camcorder from Wal-Mart or E-bay. Finally you use some simple conversion software to put your video on the internet, where 98% of the online world can see you with ease, and it's "watch out Mr T".
It will probably be the single most effective move you can make to increase your opt-ins, bump up your sales and explode your bottom line.
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