Ok, I admit it. I’m kind of a TV junkie.
That’s right. In my house – our digital recording device is constantly filled to the brim, and I’m frequently nudging my husband to watch and delete some of his Dog Whisperers.
I get flutters just thinking about the new episode of True Blood. I love most shows on HBO and Showtime, my NBC Thursday night comedies, and a handful of other random shows like Pawn Stars.
Obviously my TV watching schedule eats up a large chunk of my time. So, how can I manage to run a successful business while rationalizing my time in front of the tube?
Because watching TV makes me better at business. Here’s how:
Pay Attention to Previews
I’m equally obsessed with TV previews (also referred to as teasers or trailers), especially those with that epic music playing in the background. These previews are so specifically targeted to a niche audience that their demographic of viewers nearly leap off of their couch in anticipation for the next episode. This attention to detail in defining your target market is equally important for us entrepreneurs. While we may want to have a product or service that “appeals to the masses” – in most cases when you market to everyone, you market to no one.
By clearly identifying WHO your target customer is, you can create little marketing teasers that cause them to burst out of their seat with excitement – just like when they watch a preview on TV.
Here's one of my favorite previews – just for fun:
Story is Everything
I know. I’m constantly hammering home how important it is to use stories in your business. By watching scripted television, reading novels, and gleaning inspiration by these master storytellers, you’ll pick up some pointers on how to create captivating stories that sell.
Stories help people connect with your business and, most importantly, urge people to BUY. This is why advertising copywriters are paid the big bucks – because they can wrap a clever story around a business. It’s also why testimonials are so powerful, people are sharing their “story” about your product or service – encouraging and inspiring others to want to share that same experience.
Revamp your “High Concept”
A high concept is a “brief statement of the TV show’s basic idea that is felt to have tremendous public appeal.” As you know, several shows are axed after one episode because there wasn’t enough public interest.
As entrepreneurs, we sometimes feel married to a concept, or a service or a product – even though it doesn’t have enough public appeal to be successful.
Instead, go back to the drawing board and rewrite your high concept (a.k.a. survey your ideal customers to find out what they really want and make changes necessary to your business to appeal to this demographic).
Cast Well
The casting process is arduous for a TV series. As a ‘sometimes’ actress, I’ve been through the ringer auditioning for parts. I can only imagine what it’s like on the other side of the camera. Casting the wrong actor or actress can mean suicide for your passion project.
The same goes for your business. If you “cast” the wrong people – employees, service providers, partners – you are on the fast track to being cancelled (aka closed).
But looking for people that share your same values, that reflect the tone of your business, and that share your passion are critical factors for success. Taking the same care that a casting director and production team does when casting a show creates a blockbuster team.
Build to Last
We see a lot of TV shows that kick off with a bang, only to be cancelled after a few seasons. What went wrong?
The series was unable to hold onto that hardcore fan base. To avoid this kind of flop, you want to constantly reinvent your business, surprise your customers with innovation, and continue building without a conclusion in sight.
What lessons do you learn from watching TV? What are your favorite shows to watch? Don't be shy – share in the comments below!
