As portion of dealing with the Personal publicity for previous BBC Dragons’ Den star Duncan Bannatyne, part of my short was to discreetly provide the Sunday Moments Abundant List researchers with proof of his worth, press cuttings and the like, to ensure Bannatyne was billed properly forward of any of other Dragon – particularly Peter Jones in phrases of his own Web Truly worth.
Duncan was definitely obsessed with remaining viewed as the bigger standalone Dragon in terms of private well worth in the Sunday Times Wealthy List. Becoming at the prime of that checklist was a badge of honour for Bannatyne. Significantly from managing for protect and not seeking his own value known, Bannatyne was very the opposite and couldn’t do sufficient for scientists via myself in terms of assisting them construct a strong photo of his internet worthy of. He was gutted with the onset of Peter Jones vehicle on ITV, Tycoon (which fell somewhat flat in conditions of scores) and usually wished to locate a way to outdo him.
In contrast, I also represented for a time the most effective guy at Duncan’s wedding to Joanne McCue on the 11th November 2006, John Moreton, who was wholly the reverse to Bannatyne in conditions of his outlook to personalized publicity. Moreton launched the Southern Cross Nursing Dwelling Team and had painstakingly experienced himself extracted from the Sunday Instances Loaded Listing. He begged to be taken out. He did not want to be a concentrate on for the 1000’s of men and women and teams that would target him for handouts.
Bannatyne, prior to coming into the Dragons’ Den, previously experienced his coronary heart set on Tv and Movie stardom.
As a jobbing actor he was humiliatingly lining up at auditions for little bit elements in movies, winning some and dropping some. Just one that landed was taking part in the non-speaking position of a dead male in a pool for the BBC’s Sea of Souls. The non-action function concerned him floating lifeless earlier the digital camera beneath drinking water. Yet another part resulted in him paying £6,000 in a charity auction to surface really briefly on screen as ‘Derek’s Friend’ in the 2004 film ‘School of Seduction’ which saw him show up along with Kelly Brook established in Newcastle. Then he performed a bar owner in ITV’s Girls’ Club, also established in the North East of England.
A producer at some point mentioned to him, ‘You may possibly be in luck, Why really don’t you audition for the BBC’s new series called Dragons’ Den, based on the American show ‘Shark Tank’?’
The timing was ideal. He bought the component and the rest is heritage.
For Bannatyne, he was as substantially fascinated in propelling his persona into the countrywide media, not just in buy to advertise Bannatyne Well being Golf equipment or his Bannatyne Lodge in Darlington but to make himself the brand name. He preferred to be the item men and women compensated to eat.
He also comprehended the ability of image in phrases of promoting your own manufacturer. Rather than just a flat month to month retainer for putting stories about him in the countrywide media, he also handsomely bonused me for finding tales to run in the media that also were being accompanied with a photograph of him. He realised that a image is without a doubt truly worth a thousand text. And so I did every thing feasible to get his picture to run in stories. That was quite a lot element of the temporary.
He was single-minded and had a program.
The publications that followed authored by Bannatyne ended up just one key product output of the Duncan Bannatyne model. His very first guide was ‘Anyone Can Do It: My Story’ in 2006. This was to the horror of yet another 1 of my consumers Sahar Hashemi, the co-founder of Coffee Republic whose bestselling autobiographical business guide in 2004 was entitled, you guessed it, Anybody Can Do It: Making Espresso Republic from Our Kitchen Table’. Bannatyne would hardly ever permit anyone else obtaining in initial cease him copy and pasting a good strategy and operating off with it.
With a group of ghost writers aiding, Bannatyne introduced Wake Up And Adjust Your Daily life in 2008. Then ‘How To Be Intelligent With Your Money’ in 2009 adopted by ‘How To Be Clever With Your Time’ in 2010.
His personal brand name was riding significant and earning lots of cash.
Then arrived the speaking engagements. By getting Tv set publicity, he could command up to £20,000 for a 40-moment discuss to a Deloittes, JP Morgan or Ernst & Youthful. That price continued to increase in parallel with his ascending Television stardom.
Yet again, Duncan Bannatyne was the item that individuals were being spending to consume.
What took the flogging himself to the upcoming stage was why I in all probability secured a place at the best table of his marriage in 2006. I had presently offered his engagement images for a five-figure sum to Ok! Journal. The prepare was to go once more with the marriage photos which I was there principally to orchestrate.
I was on a mentor with Deborah Meaden, Theo Paphitis and Duncan and others likely from the Church to the reception held in a hall with eighties legend, the authentic Mark Almond performing.
All the Dragons acquired suspicious about the pictures I was meticulously co-ordinating involving them all gathering in groups and smiling for the movie star photographer, as opposed to common wedding ceremony photographer.
It was Theo Paphitis that eventually spouted off “How considerably is Duncan acquiring for these shots then?”
This is the juncture the place you need to make your mind up diligently and consciously what path you want to consider with your individual publicity.
Are you going to be the merchandise and make dollars from your own own manufacturer? Or is your private profile only there to support boost your a variety of business enterprise pursuits?
Or are you a hybrid staying both the products but also your profile boosting all of your other corporations?
There’s a different selection for the faint-hearted.
Possibly you have decided, immediately after a lot soul looking, that the limelight is in reality not for you right after all and you’d relatively enable your businesses converse for them selves?
You never want the danger of ridicule on social media or journalists taking pot shots at you once they mood-swing.
Go through on if you are in the former classes. It will be a white-water journey. If you get it appropriate, the benefits certainly outweigh any negatives.