Do you have a product or company that needs a boost in reputation? Leonard George is a company that prides itself in developing, marketing, and managing new and renewed brands. Leonard George's brand development service helps you build your public profile and gets you ready to be in the consumer marketplace. If you aspire to be like Dr. Oz, Rachael Ray, Judge Judy or Dr. Phil, Leonard George is the company to go to. On their website, they've included everything you might need to know about their business and the benefit you can receive from choosing to work with them. Their service includes executing marketing campaigns that ensure your talent, expertise and services resonate with current and potential customers, compel consumers to engage with your product, and generate media exposure that will benefit your company or product. Leonard George CEO and President, Daniella Cracknell, is a seasoned marketing communications executive with a prolific career in media and broadcasting. Visit: https://www.leonardgeorge.tv Learn more about how Leonard George can re-brand your company by listening to this episode of The Thoughtful Entrepreneur above and don’t forget to subscribe on Apple Podcasts – Stitcher – Spotify –Google Play –Castbox – TuneIn – RSS. More from UpMyInfluence How much authority do YOU have? Take our quiz and find out! Don’t forget to check out our other podcast, Authority Confidential, here. UpMyInfluence is an Influence Agency dedicated to turning thoughtful entrepreneurs into media celebrities increasing their authority, influence and revenue. To learn how we can help YOU check out Josh’s free webinar. Connect With Us Instagram | Twitter | Facebook | LinkedIn 0:01 Welcome to the thoughtful entrepreneur show, I'm Josh Elledge, founder and CEO of UpMyInfluence.com, where we turn entrepreneurs into media celebrities, grow their authority, and help them build partnerships with top influencers. So, we believe that every person has a unique message that can positively impact the world. Even you! Stick around to the end of this show, where I'll share info on how you could be our next guest, three times a week, five to 15 minutes each learn from successful business owners and professionals. It's time to get inspired. Let's go! And Daniella Cracknell, you are a good person to know, because your experience, you've been doing this for quite a while, you have the ability to get products on daytime television. Can you kind of explain like, how does that happen? You know, so if I'm, you know, let's say I've got a beauty product, for example. And like my dream would be, you know, for Ellen to talk about it. And I realized that might not happen right away. But maybe there's some other outlets that are more accessible. Where do I start? 1:16 It's a very good question. And one, my first question to anybody who wants their products on television, one, it gives you instant credibility that advertising can't buy, it's a lot less costly than if you were to buy an actual traditional ad on television. So for example, a 60 second spot on the Today Show would cost you $60,000 starting. Five seven minute sort of infomercial segment that looks like it's part of the show, right? Doctor Phil, the doctors that starts at about $250,000. I'm going to save you money. If you have that kind of cash, you can be on Ellen tomorrow and I can put you on Ellen tomorrow, but you would have to come to me saying I have that in my budget. Right? five to seven minutes on any national daytime talk show you want to be on, I see that because I used to work in that business. And the balls were used to be this product integration was a bit of a no-no, but because the world of just the way the business has changed. Now, integrated marketing. And we can integrate your product. So the consumer has no idea It's an actual ad. But it looks like the TV host is like this is the best thing since sliced bread. But you're now paying for it. It used to be the TV networks would pay for it. But I can get you quickly on what you can walk away or put on your website and say, as seen on TV on NBC, CBS and Fox affiliates across the country. I'm uniquely connected, because I've worked in the media industry, to influencers and TV producers all across the country from New York to LA who do particularly book specific product segments. And that means like, you see the host come out and go, “Oh, top favorite must haves for the summer!”, or the spring or the winter or Christmas or mom's day, you want to be in that segment. So for me, our costs are couple hundred dollars, maybe $1500. at the most. And you leverage that TV clip on your website and all your other advertising, because now you can say “I'm as seen on”. 4:03 Right? 4:04 Products that I created. 4:07 Now, I would imagine that some products are just going to be a lot easier to get on TV than others. What are some recommendations that you would give a, say a small startup brand, and they want to make themselves TV ready? Like what makes your job a lot easier? 4:29 TV ready, one, the product needs to work. If your product doesn't work, because once you've gone to one blogger, for example, bloggers are influencers, and it doesn't work, you're done right away. Yeah. You're done and I unfortunately had a client who said, oh, we're FDA approved. And you're like, Well, that sounds pretty impressive, right? Well, except now it was an FDA approved process that doesn't involve consumer testing. So when we went out to do product demos, people were like, it's not working, it's not working. So therefore, you give it, your product, to journalists to try, and then they're not going to promote it, they're not going to put it on the air. They are journalistically, you know, 5:24 Yes, I mean, and in fact, the media, journalists would probably try to break it just to make sure that they don't look like a fool for recommending or talking about a product that, you know, might, you know, their their readers may have, or their viewers may have a negative experience, they don't want that liability. So having been, I've been a syndicated writer now for eight years, I get pitched all the time, on stuff. And it's not necessarily my job to promote products and services, unless the story is good. And so, and I think that that's probably another part of pitching, is listen, you're not going to go on and just do an infomercial, you got to do good content around this product or service. Right? 6:08 Correct. Correct. And, you know, I think there's sometimes when you're working in this less costly, and I call it sort of high risk, higher return, because you're working with journalists who have to validate your product works, unlike an ad, where you can say you're the best thing since sliced bread and put it on the air. And you you see those ads, but this form is going to cost you last, but you have to follow a journalistic code of ethics. And so, someone like me has to know your product can deliver because we are in a relationship driven business. And producers rely on me to deliver something good. And when I say it's good, they're going to put you ahead of every other product of the 800 other people who are pitching products with my network. And that's, that's when you bring, hire someone like me into the- you use a resource like me, I can. But you gotta you gotta kind of have the basics there. 7:21 Yeah, Daniella, another thing that I know that we, that we work with with our clients is they may want to work like they want the big fish, right? They want the really big deal. And listen, the big deal, when it happens is pretty phenomenal. But it's a lot easier to get the big deal. If you've done many, several dozen small deals, would you would you agree with that? Do you find that, like, if you get a client, they're like, “I want to be on the-“, It's like, well hold up. Why don't we try like, you know, Grand Rapids, Michigan and Tampa, Florida, and Atlanta, Georgia. Eventually, we work our way up to Detroit and then Chicago. And then you know, let's hopefully we can get New York or LA. Because if we can get local New York, LA, then bam, next step is probably something national. Does that. I mean, am I kind of on track with your philosophy on that as well? 8:18 You're absolutely on track 100 plus percent. I will give you one tip, though. If you do local media, and maybe the top five markets, the big national daytime talk shows, watch and read all of- all of the local newspapers there for ideas. And that they're watching the TV stations and those top markets also for ideas. So sometimes when you are doing small, you kind of are putting- you're starting to move yourself into that bigger national marketplace. But, correct. It's all a stepping stone and it's being in the right place, right time, right message. And you have to have your ducks in a row. Like I said, the products got to be fabulous. Because once you're there, its gonna happen. 9:08 Right, right. Well, that's fantastic. So, you know, you have- you've worked with some pretty decent shows some pretty big shows, and you have your own product that you got on TV yourself. It's called the Spa Dress. And if I could describe it, it's it's basically, I mean, I've seen this style of dress before. But you know, so you don't have the drop towel problem. It's it's kind of like a- it's not terry cloth, but it looks very soft and comfy. And it's something that you would wear to the beach or wear to the spa. 9:44 Absolutely correct. 9:47 What was it like pitching your own product? And where were you able to go with it? 9:52 One, when- because I know the industry, I knew that my client would always be happy. So that was one. But I knew that the you had to have a gimmick. So I recreated a product that was popular in the 80s. And it was called the sun dress which every woman says I had one of those, I said, “Yeah, I did, too”. That's why I re-branded the concept and called it the spa dress for today's modern women. But then I needed some sort of gimmick, some hook, which I called towel dropping syndrome. Because when you go on national TV, you got to have a problem, your products have to solve the problem. And so I was solving this problem of women who are in gyms or resorts, and they have- the dress is a slip on towel, So it's like it holds your girls up, and you don't have to worry about losing your towel when you want your hands free to text message, you've got your kids running around you, you want that one reliable item of clothing. 11:00 You know, I like that because you actually in your description, you actually- it's a very visual description, like what you explained there. So instantly if I'm a TV producer, I'm thinking oh, you know, I'm seeing it in my mind. And- and that I think is going to you know, that's that's what TV is looking for. It's gotta sell visually. And well, great. So you also do this work. So you are with- so you're the founder and CMO of Leonard George, and is the website just Leonard George.com. Is that right? 11:36 Dot TV. Leonard George.TV 11:38 Leonard George.tv. And you do- you're the personal brand manager to thought leaders. You do a lot of great work in that space. So, Daniella Cracknell. 11:52 We book products through Leonard George. So, if you are a person, an entrepreneur has created a product, you know you can you can find us there and we can help you get your product on television. 12:07 Brilliant. Brilliant. Well, Daniella Cracknell, thank you so much for joining us. 12:12 Thank you. Lovely to be on. 12:18 Thanks for listening to The Thoughtful Entrepreneur. If you are a thoughtful entrepreneur or business professional who would like to be a media celebrity and be on our show. Please visit UpMyInfluence.com/guest. And while you're at it, take our free quiz and learn your authority score that's available for you right now at UpMyInfluence.com/quiz. And please do us a favor. If you liked the guest that was just interviewed, would you share this episode on social media. Also in your podcast player right now, please give us a thumbs up or a rating and review. We promise to read it all and take action. 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