Is Overexposure Possible in Business?

Some believe that all the multi-million dollar licensing deals for Harry Potter products, the big movies and the intensive media blitz have overexposed the brand to kids. It's no longer as fresh, unique and desireable, according to a Parija Bhatnagar, CNN.

In the celebrity world, overexposure creates a "personality" sometimes inconsistent with the primary image. When people get tired of the celebrity, seeing their name pop-up everywhere, at every event, every endorsement, every interview, every promotion, it's no longer effective. Like a song they play on the radio too many times.

Mary Kate and Ashley Olson's manager is very careful what to put their names on. They work hard on creating and preserving their image in the market place.

Paris Hilton, Brittany Spears... Overexposure doesn't mean that someone lacks genuine talent or intelligence, but that there is just too much seen and heard about them, to the point that it actually detracts from their professional careers.

But what about the business world? Is it possible to get too much exposure for your name, products or services?

Donald Trump doesn't think so! In fact, the book about him written by Robert Slater is titled "There is no such thing as over-exposure." The more people know about your brand, the more likely they are to choose you over their competition when the time comes.

The first time I started thinking about overexposure is when many wanted to interview me about my business success. Sure, it's great and I am flattered, but sooner or later people may get tired of seeing my name, hearing me say the same things on different interviews, use the same stories and examples, etc.

I've seen it happen to many business "celebrities", where I've heard the story time and time again...As a leader and someone who values innvovation, being redundant with my messages just didn't appeal to me.

At first I thought, maybe I'll play hard to get. Many experts do that. If they're not easily approachable, it makes people want them more, especially powerful people with money. Some experts told me in confidence they stay behind the scenes on purpose, making themselves difficult to reach so that when they do get "air time", their every word is treasured! They're exclusive and don't accept just any invitation.

For example, if everyone starts driving a Corvette, it stops being exclusive or elite, and loses its value in the eyes of "high level" buyers. That's why they make limited editions of certain Magic Cards, so they can claim the "rare" status.

So how much publicity is too much in business? At which point does it start to hurt your business rather than help build it?

One way to avoid overexposure is reinvention — looking at a your brand and asking how it can be freshened. For example, Donald's product diversity - real estate, golf courses, water, casinos, hotels, TV shows, books, etc. - makes him unique and fresh every time. He's one of those people who constantly plays outside the box, stretching the norm of what the term "real estate tycoon" really means.

In terms of professional service businesses, specifically coaching business, how does it apply to us?

- Hopefully you choose wisely when giving testimonials. You won't see many product endorsements with my name, because I only endorse the ones I am impressed with. (Ok, I might give one to a good friend to help them out...) I've seen the same people endorsing hundreds of products, so any time I see their name on the web site, I run!

I bet Seth Godin would call them "promiscuous endorsers" - someone who gives a testimonial because they get to put their name on another web site. Just like in Hollywood, if the same celebrity is used to endorse multiple products, the public will become suspicious of the celebrity's authority and expertise.

- Too many e-mails to your subscribers? Only if you keep saying the same thing over and over again, or your material is simply irrelevant to them. I am well aware that Alex Mandossian, for example, may be reaching the point of overexposure. With his telesminars, Big Seminar, ask database, and dozens of joint ventures, I see Alex's e-mails at least several times a week (and I am on 3-4 of his lists!).

But here is what I noticed - I actually look forward to his e-mails! I open them like a celebration! Why? Because he has re-invented himself every time! Now he even interviews political leaders! I can't wait to see what he comes up with next!

I've been running Coaching Telesummit every year for the last 3 years now, and some might feel it's getting old. But what actually happened is this: 147 people attended the first year, 223 squeezed into the 2nd year, and for the last few months I've been getting e-mails from people asking if I plan to do the 3rd one! So it's not about exposure, but it's about relevancy to those who receive the message! (oh, and by the way, yes I am doing the 3rd - and FINAL - Coaching Telesummit in January).

- Licensing your workshop and training materials may easily reach a point of overexposure of your brand. To avoid this, be the best in your industry! If you reach a point of of overexposure (anywhere, not just in licensing), it's better to have people say, "Yes, I see their name everywhere! They are considered the best!" than "I can't stand hearing their name one more time! Nobody really likes their program, anyway."

You can also limit the number of people you license your materials to (geographically, per target market, etc.). And finally, qualify who you license it to, making your brand very exclusive.

- There has recently been so much talk about blogs and podcasting technology, you would think that people are getting tired from hearing about it. In contrary, it only generates more interest from people who have not started blogging or podcasting! Everyone wants to jump on the "bandwagon" now!

There is something else I noticed online and in the coaching world.

When i don't hear from someone for longer than a month, and then all of a sudden receive their newsletter, I think to myself, "Oh? They're still in business?"

Perhaps the risk of under-exposure is greater than the risk of overexposing a brand when it comes to business.

What about my interview requests? My new rule is this: unless I have something new to say, I'll pass. Your audience should expect to be surprised, shocked, amazed when you speak.

Being very selective to which interview you agree is key. Will it create value for others? Will it create value for you? For example, I record all my interviews and use them later to help clients and my Coaching Inner Circle members.

In fact, one of the things I recently did is go through all my interviews and pick out 10-15 minute audio clips on topics important to my coaching clients:

Teleclass Tips, Leverage Through Joint Ventures, Visibility Tips, Getting Known, Sales Letters, Delegation Tips, Passive Income Rules, Finding Your Niche, Niched Products, Membership Sites, Collaboration Tips, Marketing Funnel, Business Accounting, Making Money Fast, Being a Business Mom, List Building, Passive Income, Group Coaching

Can you do the same? Can you look at teleseminars, interviews, articles, sent e-mails and re-purpose it into solutions or supplemental materials for your clients?

Ok, I welcome your comments or debates about anything I said above...It's Sunday and I mean, it's a sun day!