Bill O’Reilly
It seems every time I turn on the TV, I see another interview with Bill O’Reilly talking about his new book, Killing Jesus.
O’Reilly is a promotional genius. He decided to write a book about the most famous person ever to live on earth and give it a provocative title. This was the next logical step after he sold 5 million copies of Killing Lincoln and Killing Kennedy.
O’Reilly proclaims the Holy Spirit told him to write his book even though there was no booming voice from above.
It’s insightful to watch business men and women successfully promote themselves and their brand—whether it’s Miley Cyrus Twerking on the Video Music Awards or Senator Ted Cruz reading Green Eggs and Ham to the Senate during his recent filibuster.
It’s pretty clear that if you want people to know about you or your business, you must consider doing something or saying something that separates you from your competition.
O’Reilly was quoted on CBS 60 minutes, “I’m a sensationalist. I’m a big mouth. I get attention. In this world if you want a mass market presentation, you have to get attention.” So he and his co-author wrote a book in eight months and earned a $10 million advance.
It’s not necessary to make a fool of yourself or embarrass your family–but if you’re just like everyone else, you will be a commodity—and no one wants to be a commodity.
John Lauriello, a client and a principal in Southpace properties, publishes a blog called “Straight Talk with John Lauriello.” As the title indicates, John says what’s on his mind. People may not agree with John, but he has definitely become a thought leader. Almost everyone in the Birmingham business community knows John and what he stands for. As a bonus to John and his team, folks also know about Southpace Properties.
The same could be said about Jeffrey Bayer of Bayer Properties. Jeffrey wants to build a better Birmingham. While most business leaders are afraid of having an opinion for fear of alienating prospects or customers, Jeffrey posted a blog on ComebackTown recently touting the attributes of combining Jefferson County with the City of Birmingham. While a few people may disagree with his idea, I think Jeffrey is perceived as a leader.
Your brand and your company brand are intertwined. You no longer can keep them separate. You and your company must stand for something. You don’t have to take a political stand—but if you’re the same as everyone else you will be invisible.
Bill O’Reilly is selling a lot of books. Miley Cyrus reinvented herself* . And Ted Cruz may now be the top Republican Presidential candidate for 2016.
By not standing for something, you might not author a book titled, Killing Jesus or Killing Lincoln—your book may be called Killing Business.
*According to USA Today, Miley Cyrus garnered $79 million worth of free publicity from her performance on the VMA Music Awards.
David Sher is a co-founder of Buzz12 Advertising. You can read more of his posts by looking for the “David Sher Posts” category in the sidebar of Buzz12’s website.