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As a part of dealing with the Private publicity for former BBC Dragons’ Den star Duncan Bannatyne, a part of my transient was to discreetly provide the Sunday Occasions Wealthy Checklist researchers with proof of his value, press cuttings and the like, to make sure Bannatyne was billed properly forward of any of different Dragon – significantly Peter Jones by way of his private Web Price.
Duncan was completely obsessive about being seen as the larger standalone Dragon by way of private value within the Sunday Occasions Wealthy Checklist. Being on the prime of that listing was a badge of honour for Bannatyne. Removed from working for canopy and never wanting his private value recognized, Bannatyne was fairly the alternative and couldn’t do sufficient for researchers through myself by way of serving to them construct a strong image of his web value. He was gutted with the onset of Peter Jones automobile on ITV, Tycoon (which fell considerably flat by way of rankings) and all the time wished to discover a solution to outdo him.
In distinction, I additionally represented for a time the perfect man at Duncan’s wedding ceremony to Joanne McCue on the eleventh November 2006, John Moreton, who was wholly the alternative to Bannatyne by way of his outlook to non-public publicity. Moreton based the Southern Cross Nursing House Group and had painstakingly had himself extracted from the Sunday Occasions Wealthy Checklist. He begged to be taken out. He didn’t need to be a goal for the 1000’s of people and teams that may goal him for handouts.
Bannatyne, previous to getting into the Dragons’ Den, already had his coronary heart set on TV and Movie stardom.
As a jobbing actor he was humiliatingly lining up at auditions for bit components in movies, profitable some and shedding some. One which landed was taking part in the non-speaking position of a lifeless man in a pool for the BBC’s Sea of Souls. The non-action position concerned him floating lifeless previous the digital camera below water. One other half resulted in him paying £6,000 in a charity public sale to look very briefly on display screen as ‘Derek’s Buddy’ within the 2004 movie ‘Faculty of Seduction’ which noticed him seem alongside Kelly Brook set in Newcastle. Then he performed a bar proprietor in ITV’s Ladies’ Membership, additionally set within the North East of England.
A producer finally stated to him, ‘You is likely to be in luck, Why don’t you audition for the BBC’s new collection known as Dragons’ Den, based mostly on the American present ‘Shark Tank’?’
The timing was good. He received the half and the remainder is historical past.
For Bannatyne, he was as a lot thinking about propelling his persona into the nationwide media, not simply with a view to promote Bannatyne Well being Golf equipment or his Bannatyne Resort in Darlington however to make himself the model. He wished to be the product folks paid to eat.
He additionally understood the facility of picture by way of promoting your private model. Somewhat than only a flat month-to-month retainer for putting tales about him within the nationwide media, he additionally handsomely bonused me for getting tales to run within the media that additionally had been accompanied with an image of him. He realised {that a} image is certainly value a thousand phrases. And so I did all the pieces potential to get his picture to run in tales. That was very a lot a part of the transient.
He was single-minded and had a plan.
The books that adopted authored by Bannatyne had been one main product output of the Duncan Bannatyne model. His first guide was ‘Anybody Can Do It: My Story’ in 2006. This was to the horror of one other one in every of my shoppers Sahar Hashemi, the co-founder of Espresso Republic whose bestselling autobiographical enterprise guide in 2004 was entitled, you guessed it, Anybody Can Do It: Constructing Espresso Republic from Our Kitchen Desk’. Bannatyne would by no means let another person getting in first cease him copy and pasting a good suggestion and working off with it.
With a staff of ghost writers aiding, Bannatyne launched Wake Up And Change Your Life in 2008. Then ‘How To Be Sensible With Your Cash’ in 2009 adopted by ‘How To Be Sensible With Your Time’ in 2010.
His private model was using excessive and making loads of cash.
Then got here the talking engagements. By having TV publicity, he might command as much as £20,000 for a 40-minute discuss to a Deloittes, JP Morgan or Ernst & Younger. That charge continued to rise in parallel along with his ascending TV stardom.
Once more, Duncan Bannatyne was the product that folks had been paying to eat.
What took the flogging himself to the subsequent stage was why I in all probability secured a spot on the prime desk of his wedding ceremony in 2006. I had already bought his engagement photos for a five-figure sum to OK! Journal. The plan was to go once more with the marriage photos which I used to be there principally to orchestrate.
I used to be on a coach with Deborah Meaden, Theo Paphitis and Duncan and others going from the Church to the reception held in a corridor with eighties legend, the actual Mark Almond performing.
All of the Dragons received suspicious concerning the photos I used to be rigorously co-ordinating involving all of them gathering in teams and smiling for the celeb photographer, versus customary wedding ceremony photographer.
It was Theo Paphitis that finally spouted off “How a lot is Duncan getting for these photos then?”
That is the juncture the place you might want to determine rigorously and consciously what path you need to take with your individual publicity.
Are you going to be the product and become profitable from your individual private model? Or is your private profile solely there to assist increase your varied enterprise pursuits?
Or are you a hybrid being each the product but additionally your profile boosting all your different companies?
There’s an alternative choice for the faint-hearted.
Maybe you’ve determined, after a lot soul looking, that the limelight is in reality not for you in any case and also you’d somewhat let your companies converse for themselves?
You don’t need the chance of ridicule on social media or journalists taking pot pictures at you as soon as they mood-swing.
Learn on should you’re within the former classes. It will likely be a white-water trip. In case you get it proper, the rewards really outweigh any negatives.
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