When you think of Tesla, Virgin Airlines, and Spanx, what, or more importantly, who comes to mind? If you answered Elon Musk, Richard Branson, and Sara Blakely, you have seen or heard their commercials. Often, they are center stage in telling the story of their business.
Is that the best way to sell more Tesla, plane trips, and Spanx?
One of the critical decisions business owners face is whether to become the voice or face of their ad campaigns. For some, it is easy to decide because they either do or don’t have an over-the-top personality and naturally gravitate towards or against it.
This article is for the rest of you who are split on the decision. Both approaches can be successful.
Here are four reasons to consider being the next Rachael Ray, Col. Sanders, or George Zimmer (Mens Wearhouse). Or, just like your local car dealer. Consider this article the push you may need to own what you sell.
Be Real and Trusted
One of the primary advantages of having a business owner as the face or voice of an ad campaign is the authenticity it brings. The owner backs up what they say. Customers may relate to getting to know the person who owns the business.
Who doesn’t want to be in the owner’s presence when doing business with a company? This is a great way to humanize and localize your company and gain trust and position against the faceless corporate giant you compete with within your town.
By personally endorsing their products or services, owners can be sincere and show their confidence in their company. Customers want to know you are listening to them. Talk to them through your ads and offers.
Consistently Recognized
By consistently appearing in marketing materials, the owner becomes synonymous with the business, making it easier for consumers to remember and identify the company. An actor or staff announcer has less chance of connecting with customers.
Inviting customers to develop a personal connection with the owner encourages repeat business.
They may even look forward to meeting them at the company or socially.
Expertise and Authority
Nobody knows their business better than an owner, making them credible spokespersons for their companies.
Businesses can position themselves as industry leaders and authorities by showcasing the owner’s expertise in ad campaigns.
Customers are more likely to trust recommendations and advice coming directly from the business owner, raising the brand’s perceived value, which may also lead to a higher price for the product or service.
Relate and Emotional
Consumers are drawn to businesses that they can relate to on a personal level. When business owners share their stories and beliefs and show a passion for their business in ad campaigns, it can create an emotional connection with the audience.
Behind-the-scenes stories resonate with customers, helping them care about the owner.
This emotional appeal can drive engagement and loyalty among consumers. Imagine the former 400 lb owner of a weight loss business sharing their story of losing weight and wanting to help others do the same.
While featuring the owner can humanize the brand, build trust, and enhance credibility, balancing these benefits against the practical considerations of time, personality type, commercial delivery, and competitive factors is essential.
But, if you want to make progress toward being known before, you are needed start by providing the slogan or tagline of your company and gradually move into delivering the whole commercial yourself. The results will be worth it. As George Zimmer said, “You are going to like the way you look. I guarantee it!”
Jeff Caves is a sales columnist for BSM working in radio and digital sales for Cumulus Media in Dallas, Texas and Boise, Idaho. He is credited with helping launch, build, and develop Sports Radio The Ticket in Boise, into the market’s top sports radio station. During his 26 year stay at KTIK, Caves hosted drive time, programmed the station, and excelled as a top seller. You can reach him by email at jeffcaves54@gmail.com or find him on LinkedIn.
