This week I read the newest book from a business friend I’ve known for more than a decade—Ramon Ray, the founding editor of SmallBizTechnology (recently acquired by ReadWrite Web), editor of SmartHustle, and founder of the Small Business Summit events I’ve spoken at in the past.
His newest book, “The Celebrity CEO” comes out on April 2, 2019. Like Ramon himself, it’s a fascinating and high energy read.
“What’s a Celebrity CEO and why would I want to be one of those?” you might ask, as you think about the folks like Richard Branson or Gary Vaynerchuck. Celebrity may work for them, but for software developers? Sellers of consumer products? Component technology? B2B sales?
Ramon makes a compelling case that aspects of “celebrity CEO” personas such as personal branding, networking, visibility and memorability apply to every founder and executive, whether or not you head a company. Furthermore, he’d tell you that it’s okay (or even great) to work in a niche or to not feel comfortable on broadcast television. He’d say that it’s even okay to be shy. It was more than a decade ago that he did some hard persuading to get me to stand up and participate even in front of a regional crowd in Salt Lake. Now I’m the author of a book from Wiley & Sons ("The Seven NonNegotiables of Winning"), I publish columns most every week and while it’s still not in my highest comfort zone, I frequently speak in front of varying sizes of crowds.
In his book, Ramon gives specific instructions for the ways to leverage social media, video, publishing for maximum advantage, not as a salesperson, but as a compelling and magnetic provider of value add information. This puts you in the center of an increasing community of followers and eventual fans. Fans are interested in seeing and hearing you more, not less. They value your expertise. They ask for your opinions. They invite you to speak.
And ultimately, your followers and fans become your paying customers, not because you’ve worn them down or made a persuasive sales pitch, but because they trust you, they like you, and they’d like to do business with you. When you look at it this way, it seems clear that every one of us could use a little more of this strength.
Here are a few of my favorite gems from the book:
Should you do video?Absolutely, Ramon says, as it’s how people get acquainted with you and see and feel your personality when you’re not face to face. But he offers up a few caveats:
- Be interesting by being interested. Draw out the best of the people you interview on camera. Be as genuinely interested in them as you can. Don’t do too much of the talking.
- Include captions. Some people view video segments with the audio off, which means you need to give them a way to view what you’re saying. There are editing services that can do this inexpensively for you.
- Your appearance matters. But perhaps it doesn’t matter in the way you expect. You don’t need to look like a model or actor. But your appearance can be notable and memorable in a way that aligns with your personal and company brand. For example, Ramon often wears vests, or brightly colored sweaters or ties as a way to help him stand out (as opposed to a canonical white shirt and black suit). As an entrepreneur, you should favor hairstyles and clothing that are flattering to your body style and coloring, make you feel energized and natural, and that aren't distracting in a way that could detract from your message.
What about public speaking? This is another big “yes” for Ramon. He notes that while he and his wife are both public speakers, she would consider herself shy by comparison. But she knows her message deeply, and as she speaks people will typically lean forward and take copious notes, fully engrossed. She’s developed her own style of engagement as a “celebrity CEO,” while Ramon is more gregarious, humorous, and quick to step forward to shake people’s hands. The approach that feels most genuine to you as an individual will be the most effective in creating followers, fans and eventual customers for you.
What about social media? As you probably suspect, this is a big yes as well. But social media use doesn’t need to be onerous or extensive, and it definitely doesn’t need to be all about “you.” Asking a question that promotes dialogues is effective, or re-posting/re-tweeting something that has meaning to you (with citation, where appropriate) can be a high value add that doesn’t involve extensive background. But when you do provide a little bit of research, make it meaningful to both you and your readers, such as a list of the top books you’re reading, or the five things that compelled you most in the previous week, such as Tim Ferriss’ “Five bullet Friday” emails. No screaming subject lines or “made you look” stunts, ample credit and sharing of good ideas from others, and sure to be appreciated and read.
Ramon has ample ideas for websites, article posting and networking strategies as well. But in all, I would consider "The Celebrity CEO" a must read to teach every entrepreneur about the ways you could advance your career and your business by becoming even a little bit more of a celebrity CEO.
