How To Get Booked on Local TV with Clint Arthur

 

John McDougall talks with Clint Arthur of Status Factory about his method for becoming an authority and celebrity by booking yourself on TV shows around the country, including local TV vs national TV, the biggest mistakes that people make, and what makes a good TV guest.



John McDougall founder of authoritymarketing.comJohn: Hi, I’m John McDougall. And welcome to the Authority Marketing Roadmap. Today my guest is Clint Arthur the CEO of Status Factory.

Clint is a leadership and performance expert with an entrepreneurial management degree from the Wharton School of Business. And number one bestselling author of Breakthrough Your Upper Limits on TV and many other inspiring books. Welcome Clint.

Clint ArthurClint: Donald Trump, Richard Branson, Oprah Winfrey, all put together cannot have as much enthusiasm and excitement to be here today as I do.

 

John McDougall founder of authoritymarketing.comJohn: Nice. That’s great. Even Donald Trump? Lot of enthusiasm lately out there, up and down.  Yes, well thanks for being with us today Clint.

 

Clint ArthurClint: Right on, man. Let’s rock it.

 

 

John McDougall founder of authoritymarketing.comJohn: Okay. So what inspired you to get yourself on TV?

 

 

Clint ArthurClint: Okay. Back in 2010, I was planning out a seminar I wanted to do for my personal growth experiences and I was putting it all together and the pricing and where it was going to be. And I noticed Tony Robbins was having a seminar the same day in another city in the same area. And I realized my competition was Tony Robbins. People were going to have the choice, should I go to this one with Clint or should I go to this one with Tony. They were about same price. And I realized, who the hell was going to go to mine when they can go to Tony’s. Who is I compared to Tony Robbins? I needed to do something about that. And it’s really my belief that everybody has this same issue. I mean, who are the celebrities who are competing in your space and how the hell are you going to compete with them? The only possible way to start competing with the big dogs is to start becoming a big dog. And how do you do that? There is only one way to become a big dog. And that is to become a celebrity. It really is the only way to do it. And how do you really become a celebrity? How do you really become a celebrity? You go on TV. And that’s when I started doing. I started out in 2010, I had a publicist. I paid her $1500 each time she booked me on a TV show. I did four shows my first month working with her. So that was $6000 that I paid to get four TV appearances. And they all sucked — I was no good, I didn’t know what I was doing, I didn’t have any preparation.

I said, “what am I supposed to say”? She said, “You’ll figure it out.” Yes, I figured it out over the next 25, 30 TV appearances I finally figured it out. After the first four appearances, I said to my wife, “What do you think?” And my wife said, “I think you suck.” And she was right. So I said, okay, great, I’m going to have the publicist book me on ten more shows. And my wife goes, “Whoa, whoa, whoa. Why do you keep paying that lady, why you book yourself on those shows?” And I thought to myself, “Can I do that? Is it good?” I mean, do you have the authority to call up a TV show and book yourself, how do you do that? Isn’t that actually bad positioning? Doesn’t that make you look like a loser, if you call it the TV shows and try to book yourself on the show? How do you make them book you? And it took me months to figure out the answers to those questions. Literally months, of waking up at 2:30 the morning, going to my home office, getting on the phone, calling these newsrooms all around the country, most of the time nobody would answer, leaving messages, not having phone calls returned. Sending emails, not having any emails returned. It took months of trying to figure this out, until I finally booked my first show which was in Biloxi, Mississippi.

And that was the beginning. The first year I book seven shows. And my second year, I booked another 20 shows. So if you do the math, that was 31 shows in two years, my 32nd appearance was on NBC New York and my 57th appearance was on the Today Show and I’ve since done another ten appearances since then — I was just recently on…last week I was on Fox Business in New York City at their studios on Avenue of the Americas. It’s big deal. It’s a lot of fun and along the way I’ve totally become somebody. Now I’m not Tony Robbins. But in the world that that you and I live in, John, in the expert industry, in the authority marketing space, I have become somebody. And I’ve won awards from Dan Kennedy. I’ve spoken on the same stage as Dan Kennedy. I’m speaking at his Super Conference in a couple weeks as a matter of fact. And all of this was created, accelerated and made possible by my – really prescience — I hate to use a dollar word there but it was really some smart insight on my behalf that, “hey, I’m competing against the celebrity, the only way I’m going to ever be able to compete against celebrities is to become one”.

And it’s my business philosophy that really that is every entrepreneur’s situation, every single day. And the sooner you realize it, the sooner you begin to chip away at that impenetrable wall of attacking the celebrities in your category, the sooner you are going to start making progress and start working your way up the ladder of success, celebrity and becoming a real, potent business and entrepreneurial force in your career.

Starting With Local TV

 

John McDougall founder of authoritymarketing.comJohn: And did you start with local TV?

 

 

Clint ArthurClint: It’s the only way anybody smart is going to start. I had a student, she did two appearances on local TV and then got a call from Good Morning America and was on Good Morning America for her third appearance. Over the past three plus years that I’ve been teaching — I’ve been teaching students, other authors, speakers, coaches and entrepreneurs how to book themselves on TV — my students have booked themselves on more than 2424 television appearances that I’m aware of, so far. And of those I’ve had three on Good Morning America, three on the Today’s Show, CNN, Dr. Oz, The Doctors, HLN, etc. Anybody who gets on any of those shows, gets into my hall of fame except for that girl who went on Good Morning America for her third appearance, because she had no business being there. She wasn’t good and if you go on a big show before you’re ready, it’s really detrimental to who and what you are.

And you know the biggest way it’s detrimental is it makes you think you’re good, it makes you think you’re somebody, it makes you think you’ve accomplished something, when really all you got was lucky. And that’s not how you get in my hall of fame. And that’s not how you make real progress. There are people, like there’s a pretty famous guy who wrote some article about a letter to his divorced wife. And his first appearance was on the Today Show. I haven’t seen him on anything else. And it’s been, I don’t know how many years. That’s not the way you build celebrity. That’s not the way you become Tony Robbins. Tony Robbins has done hundreds and hundreds and hundreds of television appearances. And that’s how you become somebody good. That’s how you become great on TV, that’s you become a real celebrity. And it’s not about luck, it’s about persistence, dedication, paying your dues and learning the craft of being somebody who goes on TV on a regular basis to create celebrity, positioning, marketing assets and deliver important messages to audiences in an effective way.

How Local TV Differs From National TV

 

John McDougall founder of authoritymarketing.comJohn: How is the approach of getting on local TV different from national?

 

 

Clint ArthurClint: Local TV is one of the most beautiful things ever created by God on this earth.

 

 

John McDougall founder of authoritymarketing.comJohn: Yes. That’s awesome.

 

 

Clint ArthurClint: It really is because you can get on local TV. You can. There is an actual formula. I call it my Magic Messenger Formula. If you put certain elements in your proposal, they cannot resist. You can deliver to a TV producer a package, a one page proposal on a PDF, of what you’re going to do on their show for four minutes and you can expect with some degree of certainty, and achieve on a pretty reliable basis, bookings on TV shows. I had a student on my coaching webinar last night. Every Wednesday night, I do a coaching webinar for my community. And one of my superstars Joyce Joya, she’s a grandmother of five. She started out a little over a year ago with my celebrity launch pad. And yesterday she did her 35th television appearance, in a year.

John McDougall founder of authoritymarketing.comJohn: Wow.

 

 

Clint ArthurClint: And she’s booked more than — she came to Launch Pad and booked ten of them. So she’s booked 25 of them without even being at my implementation event, just on her own. And seven of them were just in the last week off cold calls. I have discovered through trial and error, hard work, process of elimination, the exact procedure of how you call up a TV producer and get them to book you over the phone. What’s involved in that? What are the elements that you need? And what are the supporting documents that you need to make that happen? It’s what I call a Segment Proposal, that’s the one page PDF. You need that in order to be able to book yourself off cold calls. And even grandmothers can do it.

The Importance of Positioning and the Hook

 

John McDougall founder of authoritymarketing.comJohn: Nice. How important is the positioning, the hook or angle, when you’re pitching ideas to journalists?

 

 

Clint ArthurClint: Positioning is everything. You have to be positioned as a credible guest. They have to be able to believe that you are the right person to come on their show and talk about that topic. So I believe that positioning is the number one task in all sales calls. Whether it would be to a journalist, selling yourself on being on their show, or being interviewed for their publication or a radio show or podcast or whatever, positioning is key. If you’re talking to a client or prospect, you must be properly positioned as the one who can solve their problem, and the one they look up to. So for example, I believe that the most important job of any entrepreneur is to position themselves as being higher status than their customers’ prospects and competition. People are only going to give you a lot of money for your products services, consulting, seminar tickets, books, whatever — they’re only going to give you a lot of money if they believe that you are higher status than them, and certainly in the topic in which you are trying to get the money.

If you want to be paid a lot of money as a consultant, you have to be higher status than the person who’s going to pay you. And you have to be higher status than your competition as well. There is no shortage of money in the world right now. Money’s plentiful. What’s not plentiful is time. What’s not plentiful is the opportunity to make mistakes. People don’t want to waste their time, they don’t want to make mistakes, they want to hire of the top person. They’re happy to pay them a lot of money. They actually feel better about paying you a lot of money because they figure, if I’m paying a lot of money, he must be worth it, he must be the right choice and he must be — it’s a reinforcement of their decision being the right decision. “Well, it was a little more than I wanted to pay but at least he was the right guy.” Because they don’t want to make a mistake and they don’t want to waste their time. So that’s all about positioning.

And then, you asked about hooks. Hooks are part of what I perceive to be as relevance. They have to decide, if you’re going to be on TV, say, in Las Vegas, why are they putting you on TV in Las Vegas next Thursday. Why Las Vegas and why next Thursday? You have to answer those questions because otherwise it’s not relevant. TV is about what’s happening today or tomorrow. So if you’re on TV next Thursday, what’s happening next Thursday or Friday, which is the reason why you’re on TV next Thursday? If it’s not, if it happened on Wednesday, it’s old news, they’re not interested, it’s bad positioning. If it happens two weeks from Thursday, that’s not relevant yet, we could all be dead two weeks from Thursday.

The real reality of it is the TV producer could be fired two weeks from next Thursday, especially if they put a segment on the air about somebody who’s only relevant two weeks from next Thursday. It’s not important to have a guest on, unless there is relevance. So that positioning plays into the hook, the hook is about relevance. Why does this matter to the audience in Las Vegas who’s watching the show right now? That’s about relevance.

Reaching Busy Journalists

 

John McDougall founder of authoritymarketing.comJohn: And are the journalists just so over inundated with requests that you really don’t have much of a shot or do they need content, need your story potentially?

 

Clint ArthurClint: So, we had Celebrity Launch Pad last weekend in Los Angeles. And we had 14 participants, it’s a small group event. We only have 15 maximum. One guy didn’t show up. He was a doctor. For one excuse or not, I won’t go into all of his excuses but some people don’t show up because they just chicken out. And this is what happened with that doctor. He basically just chickened out. And it’s really too bad because he was perfectly set up. April is Arthritis Awareness month. And his topic is about Arthritis. He was going to rock it. But for whatever reason he didn’t show up — we had 14 instead of 15.

So during the course of my small group training program, Celebrity Launchpad, I bring in producers from local TV news and talk shows around the country to speak with my participants via Skype video on what we call the Producer Panel. So I’ll interview them about their station, I’ll ask them about which guests they’ve had, what do they look for, how important are local hooks etc. All important questions, and one of the questions I always ask is, how many emails you get every day or every week? And most of them are getting hundreds of emails. Some of them are getting a thousand emails a day. So are they overwhelmed? Well, it depends how bad they want you, it depends on if you know how to send emails and know how to get them opened.

So one of my participants is a guy named Damian Pelliccione, he is your gay media guru. He not only has a very good topic talking about LGBT apps and tech but he’s also a great performer and very charming and he knows how to play the game. And so this was last weekend. Here we are on Thursday, we just ended Sunday, he is already been confirmed with appearance dates for seven out of the ten shows that have invited him to come on their air as a result of meeting him at Celebrity Launchpad, including the Los Angeles Station.

John McDougall founder of authoritymarketing.comJohn: That’s a lot of bookings, right away.

 

 

Clint ArthurClint: I mean, everybody gets booked. When you come to Celebrity Launchpad, we guarantee you’re going to a booked on at least three shows or else you get all your money back plus $500, and everybody gets invited on at least four shows. We’ve never had anybody get less than four shows. And even my hardest cases usually get five. But then what’s left is, you need to confirm an appearance date with the producer. And for some reason that’s where the emails, that’s where you’re talking about, do producers get overwhelmed by having so many emails. That’s where this email becomes an issue. But I’m telling you, if you are persistent, if you have the goods, if you know how to pitch, if you know how to create a proposal, if you know how to not take no for an answer and just make it happen; even within a week, you can get confirmed appearance dates on seven of ten shows and he’ll get them all.

And I’ve done a really great webinar for my membership on this very topic. I had a two hour webinar training. I said I do these weekly webinars for my community — I did a special two hour webinar about a year and a half ago with 12 of my most successful students. When you learn how to book yourself on TV, you’re no longer a messenger. You’re what I call a Magic Messenger. Because it’s magic to be able to book yourself on TV. So I had 12 of my Magic Messengers on this webinar, talking about their Ninja strategies for getting emails opened, voicemails returned and appearance dates confirmed. And man, there’s no magic involved. It’s about work, it’s about strategy, it’s about making it happen and I have this two hour webinar of 12 different people who have come through my program, just those people right there are responsible for about 12 — each of them has done, oh my goodness, probably about 400 or 500 bookings just for the 12 of them.

John McDougall founder of authoritymarketing.comJohn: Whoa.

 

 

Clint ArthurClint: Yes. That’s part of what my people get in my community but are they overwhelmed? No, they’re not overwhelmed when it comes to having the goods.

 

 

Biggest Mistakes People Make When Booking TV Shows

 

John McDougall founder of authoritymarketing.comJohn: What are the biggest mistakes that people make when they’re just getting that going and getting started?

 

 

Clint ArthurClint: The biggest mistake people make is trying to get on big shows first. That’s just stupid. It’s not good for you. It’s not good for the TV show that you’re trying to get on. It’s not good for your clients, because ultimately it’s not going to be the most productive way for you to learn how to be a great guest on TV and how to get your message out in an effective and powerful way. That’s mistake number one. Second mistake is, thinking that speaking on TV is the same as speaking in regular life.

A lot of times you go to these shows and they’ll say, don’t worry, don’t be nervous, just have a conversation with me and it will be great. Okay, great. There is some truth to that. But the bigger truth is that when you’re really, really great on TV, you’re not just having a plain conversation with a person. It’s a performance. And when you learn how to be a great performer on TV, the beauty of that is that, it’s a skill that can be transferred into the rest of your business career. I honestly believe that business is enhanced by show business. When you add some show to your business, your business is going to get better. You’re going to get more successful. You’re going to engage your clients and prospects more effectively and more powerfully. And when you engage them more, they will be more interested in what you’re doing and they’ll take your messaging in more. They’ll buy more. They’ll pay more. They’ll get better results. That’s for sure.

So I’d say that’s mistake number two, is thinking that there’s nothing to being on TV, you can just be your own regular self and beyond TV. I don’t believe that that’s true for most people. I believe that it is a skill that is developed and learned. I believe anybody can learn it. But I do believe that it is something that should be trained and developed and matured for everybody who is in business.

Overcoming Fear of Public Speaking on TV

 

John McDougall founder of authoritymarketing.comJohn: And does fear or lack of confidence hold many of your clients back and how do they get over the fear of public speaking on TV?

 

 

Clint ArthurClint: It does hold a lot of clients back. I mean here’s a doctor who paid – I’m not sure if he was five installments of $1995 or if he was one payment of $8800. Okay, that’s what it costs to come to invest in Celebrity Launchpad. That’s the investment. And the guy just didn’t show up. And I’m telling you it’s because of fear. And fear masks itself in all kinds of circumstances and excuses. But the number one reason why people don’t enroll is because there’s some kind of fear. A lot of them have a fear of looking foolish or fat on television. And as a matter of fact, I just got an email from the grandmother last night because she was on the webinar. And I’ll read you the email from the grandmother. This is just so delightful. “PS — I also reached my weight goal. It took a year of ups and downs. People should not wait to take Celebrity Launchpad because of weight. Seeing yourself on TV is a great motivator. If you have anyone who is on the fence because of weight, have them talk to me.”

John McDougall founder of authoritymarketing.comJohn: Nice. The grandmother’s going to kick your butt. I need to talk to her, I need her number.

 

 

Clint ArthurClint: A lot of people are afraid of looking foolish or not as good and not being as good looking as they want to be on TV. A lot of this came out of my work in the men’s groups. When I graduated from the Wharton Business School, I moved out to Hollywood to pursue the Hollywood dream. And that resulted in me driving a taxi for six years, to pay my rent and child support. And during that process, I eventually was able to extricate myself from that deep ditch of failure that I had created for myself in pursuing this dream and not having a mentor, thinking I could do it all by myself. Well, 13 years later, I was still behind the wheel of a taxi. And the way I got out of it was working with men’s power circles and going to men’s power events and rituals. And among the men, we had a saying, “is it your ego or is it your commitment”, which is it? Because you have to put your ego behind your commitment. Otherwise, you’re an addict. And a lot of people don’t want to go on TV because they don’t want to look foolish. Or they don’t want to look fat. That’s ego. And if you’re really a messenger, if your real goal is to help people with what you do with your product or service and for many entrepreneurs, fortunately, that’s what makes America so great is that we believe in our products and services. And we know that they will make people’s lives better.

If you really believe in your product or service, then get your ego out of your way and focus on your commitment of helping people look better or be better or live better or have a better life. However, get your ego out of your way and put the commitment up front and get on TV and start really making a difference in your career. Because your competition is Tony Robbins, Deepak Chopra, Dr. Phil, Bobby Flay. All these people, these are your real competition. If you’re in Las Vegas and you have Mexican food stand, your competition is Bobby Flay because he’s got a Mexican restaurant in Las Vegas or in New York. You have to understand, you are competing against celebrities in every industry. And the only way to compete is to become one. If you can’t beat them, you’ve got to join them.

And the good news is that local TV can take you there. You start out on little shows like Biloxi Mississippi, you work your way up to medium sized shows like Las Vegas, San Diego, then you go to large shows like Phoenix. Then you go into the top ten markets. Like Chicago, LA, New York. If you can get on in New York, that’s almost like national TV and then you can start going on national shows.

John McDougall founder of authoritymarketing.comJohn: So it’s a more reasonably comfortable way to do it. You have to get over your fear and go do it but you don’t have to and you shouldn’t even start at the top.

 

Clint ArthurClint: By the time I got on the Today’s Show, I’d been in every TV studio in America. It was as close as possible to being just one more day in one more TV studio. And if it hadn’t been that way, when I was sitting five feet away from Brooke Shields and she was asking me questions, from viewers that were not rehearsed – a viewer from Long Island has this question Clint, what do you say to this? I would have peed in my pants if I hadn’t been on so many TV shows, I promise you, it was a lot of pressure.

John McDougall founder of authoritymarketing.comJohn: You probably don’t want to do that next to Brooke Shields.

 

 

Clint ArthurClint: You don’t, you don’t. It’s not the way to get the date with your dream girl. I’m telling you there are a thousand lights in the ceiling of that studio right there. Why do they put so many lights? Because of energy. Lights are energy. You have to learn how to handle that kind of energy. And it’s a process. It’s not easy and it’s not natural. It’s very interesting. I think Dan Kennedy is the one who says that it is natural behavior in completely unnatural circumstances. And that’s what they need. They need you to act natural, in a circumstance that’s completely not natural. It’s the opposite of natural, it’s completely contrived. A thousand lights in the ceiling, eight TV cameras from all different directions and angles, all kinds of technicians, a hundred people standing around in silence watching you, another 150 people outside the windows waving and trying to get on TV themselves, holding signs. All this stuff is going on and you’re trying to figure out, a viewer from Long Island wants to know how do I deal with the pain of a broken relationship? What do I know about that?

John McDougall founder of authoritymarketing.comJohn: You need to stay undistracted despite the waves and beautiful Brooke Shields next to you and all that.

 

 

Clint ArthurClint: It ain’t easy.

 

 

John McDougall founder of authoritymarketing.comJohn: Right. So, you’re saying that all of the practice and experience is critical because nobody can — maybe one in a million would just be natural in that experience?

 

Clint ArthurClint: I don’t think anybody would be natural in that experience. I don’t think anybody has a chance. The only chance you have to be outstanding and to be awesome and to get a piece of video that you like, a piece of video that’s going to deliver all kinds of marketing assets. Let’s take a look at what do you get from a video like that what are the assets that you get? Well, first of all, you will be meet people who’ve actually seen you on the big show and that’s incomparable value. Those people are looking at you in a whole different way than everybody else. Then what else you get? You get a marketing video, you take the clip of you on the Today’s Show or any TV show and it’s a video. There are services that you can pay to send you a downloadable file of that video in HD, that’s your marketing video. And you can then take out pieces of it like my business card is one of the frames from my appearance on the today show where I’m smiling, I’m using my hands, it says my name, it says my book title, it says the Today Show behind it. I mean, how awesome is that? That’s my business card that I hand people. Then what else can you do with that? Then you can take that photo and put it on your website. You take the clip and embed it on your website. You can use it like, I have taken that photo and I will include that as an image in an email that I’ll send out and write a story about that experience or talk about how that was part of my journey. There’s so many ways to repurpose these videos. And the value is incomparable, especially when you consider how they last forever.

Like I was on the Today Show December 31st 2013. I’m still talking about it today. I’m still using the images today. I’m still using the video today. It’s never going to get old.

John McDougall founder of authoritymarketing.comJohn: Just a story from, literally just yesterday, one of our paid search customers where we’re running their Google ads for them, said, “this is going good but I’m expecting a little more and I wanted you to give me even more conversion tips”. And so I went back to an email that I had had sent him and conversations we had had in person. And I said, “look, here is your competitor”, and I’ve told this person this several times and kind of, to be honest, gave up a little bit, because I said “here’s your competitor, and on the home page of their website it has about eight or ten logos of media where they’ve really been featured from local to national and a lot of other credibility factors, video testimonials of their customers and things”. But the media and the mentions on TV and in the media is such a powerful way to increase the value of when you’re buying clicks from Google ads or you’re doing the ever changing and complex routines to do search engine optimization to get yourself up at the top of Google, if you’re doing all of that and when they get to your website and you’re not credible, you’re killing yourself right there.

Some of our customers don’t quite get it when we say either you can pay us to do PR or can do it yourself, but you need some of that to be credible, otherwise you’re throwing a good chunk of your paid search dollars or SEO dollars away.

Clint ArthurClint: It’s credibility and it’s going back to that question that you asked me at the beginning, “how important is positioning”? That’s positioning right there and there’s no better positioning that you can possibly have than celebrity positioning. You need that. You 100% need it.

 

The SPEAK Formula

 

John McDougall founder of authoritymarketing.comJohn: And you said you have — you mentioned one formula, you have other formulas like SPEAK – I don’t know if you still use that but I like that in your book on getting on local TV.

 

Clint ArthurClint: Thank you. I’ve done numerous TV appearances on my SPEAK formula, where S is Stories, tell stories. P is practice, you have to practice and rehearse. E is energy,  television is all about having energy, television is energy. A, awareness, this could be the last TV appearance or podcast appearance or stage performance of your entire life, and you have to give it everything you’ve got. And then K stands for keep talking. No matter what happens, people don’t know that you made a mistake as long as you just keep talking. If you focus on the fact that you made a mistake then that becomes the thing that they remember but if you just keep talking, then they’ll pay attention to what you say and your message, and not what you think might have been a mistake. There is no mistake there is only what there is and how you react and perform. And that’s the Speak formula. And that was a really great formula.

But here’s the interesting thing, I have another formula. I recently released a book. It’s available now for preorder, it’s called 21 Performance Secrets of Donald Trump. And love him, hate him, whatever you think about Donald Trump, he has changed America and may even change world history because of his performance skills as a speaker on stages and on television. And what I’ve done is I’ve gone through and I’ve analyzed, “what are the secrets that he uses? How does he do it? What are his tricks techniques, methodologies and favorite little tweaks and hacks that he uses to be a great performer?” And so I was just on Fox Business Channel in New York with that.

Here’s the interesting thing, I have the SPEAK formula and the SPEAK formula is great. And it’s got me so far on TV in Phoenix — that’s the biggest city I’ve gone on with that. However, once I started talking about the Performance Secrets of Donald Trump, I’ve already done two national TV appearances and the book hasn’t even come out yet. So it just shows you the value of adding celebrity to what you do, and tying in with timely, relevant news angles.

John McDougall founder of authoritymarketing.comJohn: Yes, absolutely. Trump is a master of the media. In fact I saw this funny little meme the other day, it had a picture of Donald Trump in front of a wall and it said “think I can’t get Mexico to pay for the wall? I got the media to fund my campaign.”

Clint: [laughs]

John McDougall founder of authoritymarketing.comJohn: Again, love him or hate him, he has mastered and manipulated the media. He has found a way to get on every show constantly. Anyway, I will leave it that or we’ll probably spiral into a whole another zone there. And so how do small businesses get started booking themselves on local television and finding the TV stations to go after?

 

Finding the TV Stations to Target

 

Clint ArthurClint: Well, first of all, the last show you want to go on is in your own hometown. Unfortunately, that’s the easiest show to get on.

 

 

John McDougall founder of authoritymarketing.comJohn: Interesting.

 

 

Clint ArthurClint: That’s the easiest show to get on because you’re local. And one of the things that people don’t know about local TV is that they consider themselves a public service of the community. So if you’re a CPA in Podunk Iowa and you call up ABC affiliate in Podunk Iowa and say, hey, I’m a CPA and I have ten tips, I have five tips for the community about how they can save money on their taxes, they’ll put you on TV one time because you’re local. But if you’re not good that was your one time. Thank you very much. Never again. If you’re great, then you can come back. So my philosophy is don’t go on your local hometown until you’re going to be great. Until you’ve already done your same exact segment 10, 15, 20 times in other cities. They don’t open Broadway shows on Broadway, they open Broadway shows in Fort Lauderdale, in Cincinnati. And they take them on a national tour to perfect them and make them better and better and better. And that’s exactly what you should do with your show which is your three minute segment on whatever your tips are. So the last place you want to go on is your own hometown.

Then I say, all right, how do you determine where you want to go? Well, take a look at Southwest Airlines route map and see where they fly too cheap and start calling the cities where you can get to inexpensively, either by car or bus or on Southwest Airlines, because they’re the predominant low cost carrier. So that’s how I figured it out, that’s how I planned my media tour, according to the route map of Southwest Airlines. And I advise my students to do the exact same thing. Where does Southwest fly to that you can get to cheap that you don’t care, you are going to go there, you are going to spend one $197 on round trip airfare, 100 bucks on a hotel, 50 bucks on food and transportation. There you go, for less than 400 bucks in costs, you now have an appearance on ABC or NBC or CBS or Fox. And you don’t pay to go on the shows. All you pay for is hotel and accommodations and travel and food. And there you go. So that’s how I advise my students to do it.

Alternatively, you can rent a car and do a little regional media tour. You do whatever you want. How do you find the stations? Go on the internet, everything’s on the internet.

John McDougall founder of authoritymarketing.comJohn: And those are typically three minute segments or what is typical?

 

 

Clint ArthurClint: Yes, generally, a segment would be three, three and a half, four minutes long, generally.

 

 

What Makes a Good TV Guest?

 

John McDougall founder of authoritymarketing.comJohn: And then what makes a good TV guest?

 

 

Clint ArthurClint: Great guests, first of all have high energy. TV is all about energy. And you need to have a lot of energy and like I said earlier it is not about a regular conversation, you need to be a performer. A great TV guest understands that this is not a conversation, its showbiz. So you want to try to have costumes, you want to include celebrities and have appropriate local and timely hooks. You want to have props and demonstrations. All of these things go into having a great segment. And what’s the most important thing about a great TV guest? A great TV guest understands that this is not the last TV appearance you ever going to do, it’s probably not going to be your “big break”. It’s just one of many in a long series of performances that you’re going to do you want TV. And you’re just dedicated to the process of being a great TV guest.

John McDougall founder of authoritymarketing.comJohn: And what are you working on lately?

 

 

Clint ArthurClint: My big push is with the 21 Performance Secrets of Donald Trump. It’s going to be available to download on Kindle on April 15th. You can preorder the book as a paperback or on Kindle. That’s my focus. I also have Authority Building and Status Enhancing events, where people can come and speak at Harvard. We did one in December and everyone was so thrilled with the Harvard event. And Harvard was so thrilled with it that they’ve asked us to do another one. So I’m very excited to be enrolling people to come to our entrepreneurial, mastermind and speaking events at the Harvard Faculty Club, it’s called Business Expert Forum at Harvard Faculty Club and it’s going to be July 29th and 30th. That’s basically my main focus is the book 21 Performance Secrets of Donald Trump. And enrolling people to come and change their careers and their status, and raise their status forever by masterminding with other great thought leaders. And speaking at Harvard.

John McDougall founder of authoritymarketing.comJohn: And I can confirm your events are top notch and well run. What’s the event site or your main website?

 

 

Clint ArthurClint: statusfactory.com

 

 

John McDougall founder of authoritymarketing.comJohn: Yes. So again, there are events for getting into TV and local and national TV and speaking at Harvard and places like that so I definitely suggest people check those out. And thanks for speaking to us today, Clint. Much appreciated.

 

Clint ArthurClint: Rock on, man. This was awesome. And I encourage you and everyone who is listening to this, to keep in mind, who’s the celebrity who’s eating your lunch?

 

John McDougall founder of authoritymarketing.comJohn: Nice. Well, I will definitely go on April 15th and download the 21 Performance Secrets of Donald Trump, I can’t wait, it sounds awesome.

 

Clint ArthurClint: Thanks man, you can preorder it right now.

 

 

John McDougall founder of authoritymarketing.comJohn: Oh really, yes. You can go right now, do you want people to buy it on a specific day or just preorder any time?

 

 

Clint ArthurClint: Go ahead and preorder it, it’s on Amazon.

 

 

John McDougall founder of authoritymarketing.comJohn: All right, good. I will definitely get that today. And I hope everyone enjoyed today’s discussion. Check out authoritymarketing.com for interviews and information on Authority Marketing and subscribe and review our podcast on iTunes and Stitcher. I’m John McDougall. See you next time on the Authority Marketing Roadmap.

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