When you bring up the word “television advertising” or “television commercials” what pops into your mind? Multi-million (or billion) dollar budgets? Massive companies with lame commercials that don’t really sell anything but instead try to win awards for the advertising company who created them? Bud-Weis-Errrrrrrr? Horrible local commercials which look like they were shot on the first camera ever created in the history of mankind? I asked this question recently to a big CEO/entrepreneur and he said “Soap.” That is all he said when I asked what he thought of when I said the word “commercial.” Just soap.

But what if I told you that if done creatively and correctly (we will get to how to do both later) TV advertising can be a MASSIVE asset to gain new clients and increase your sales in a very provable and profitable way (Yes, ROI can be proved) AND you can have an HD studio-quality advertisment/creative promotional segment that you can reuse online and in other places. Oh and that whole budget thing. You don’t have to be Apple, Dove or McDonald’s. Did you know you can be effective for less than $1,000 a month in many cases?

Some of you are probably thinking…that sounds like a scam. Isn’t TV much more? Radio is 10x that amount and so is print! No way TV can be that cheap. Well, in this article I’m going to reveal some secrets.

Secrets big advertising agencies, television studios, other forms of media and video production companies DON’T want you to know. They are probably cringing right now (sorry).

“But David, don’t you sell TV advertising for The Rise To The Top…why are you telling us all of this?!”

Well first off, we absolutely sell unique advertising/sponsorship/promotions for The Rise To The Top (on ABC, online, events and our new technologies including text marketing, TV widgets and mobile phone video…fun stuff!) and have done quite well at helping our clients; however, I noticed a LOT of shadiness in the industry which is why I started Ethical Advertising and Promotions. I’ve worked with a variety of big companies on successful campaigns (including On The Run Mobil, Anheuser Busch, Pepsi Americas, US Bank, UPS) and entrepreneurs/small businesses (including Sub Zero Vodka Bar, Dr. Phil Dembo, Words That Click) and we have always prided ourselves on honest ROI, numbers that aren’t inflated like a hot air balloon and a general lack of shadiness. I’m hoping to spread it like wildfire.

Off the soapbox and onto knocking out some misconceptions, revealing secrets and showing how you can maximize your TV investment. I’ve used some personal examples from my experience as well and hope you enjoy them to put the concepts into practice.

Misconception #1: Go Broad. What this means: Most people selling TV advertising think a big blanket is the best way to go. Lots of commercials over lots of channels. Or blanketing one single channel over and over (a little bit of a better approach). Blanketing can work if you have zillions to spend but lets be honest, most of us don’t have zillions.

Reality: Go extremely niche: Buy shows, not stations. Instead of buying a network or a bunch of random stations that supposedly hit your demographic, focus on shows that attract your exact audience: Pregnant females, angry cat owners, baseball players, whatever.

Example: For example, BancorpSouth was looking to reach young entrepreneurs starting companies. We were an affordable solution because we fit that EXACT niche.

Misconception #2: Old media is the only solution: TV buying (or other forms of old media including radio and print) is the golden child and the answer to all of your problems. Therefor you should save up and buy a LOT of it. If that sounds fishy, it is.

Reality: When researching and purchasing media, look into a blend of new and old media and you can get a better deal if you purchase all of them. Often times for a very reasonable price in one big swoop you can purchase TV ads, blog ads, website ads, podcast ads and much more. In fact, we work  Deals are made in volume and effective marketing reaches people when, where and how they want to be reached.

Example: Sub Zero Vodka is an amazing local company that spends very little in advertising. We have worked well with Sub Zero through an integrated blend of media: TV advertising plus online advertising, email marketing and social media marketing. They have maximized their spending for a huge amount of tools that have resulted in more customers.

Misconception #3: Video production is damn expensive. :30 spot could cost $10,000 to produce or more. Doesn’t sound so good for the entrepreneur.

Reality: Bundle production with your advertising buy. Buying TV ads and other media? Have them include production (probably for a slight upcharge). Video production costs have come down and the benefit is to the buyer. For example, we shoot HD quality commercials often for less than $2,500.

Misconception #4: ROI can’t be proved. Nothing is worse than the media source coming back to you and telling you the campaign worked if it really didn’t. How do you know if it worked if all you see is a spreadsheet of random numbers?

Reality: The way to prove ROI is to that YOU determine what the return is and tell that to the media source. For example, if you expect sales to increase, coupons to be used or emails added to your database, make sure the media source knows HOW you measure. A secret to maximizing ROI is to have some kind of call-to-action that is trackable on your ad meaning a special promo code or special web link only used in a commercial. Then, you can see EXACTLY how it worked.

Misconception #5: :30 spot is the only option. This is the traditional commercial time and form and that is generally accepted…but it is CERTAINLY not the only one.

Reality: :10, :15’s are viable options that media companies keep in their back pockets…because they cost less. Also, look for in-show sponsorships (segment sponsors, closed captioning sponsorships) and online-only ads which often can be even more effective since most online videos only show a limited amount of ads during an online broadcast. Also, some shows have adapted advertorial-type advertising which makes it look like your commercial is part of the show. Unique option.

Misconception #6: TIVO will eat your face. TIVO and TIVO-like things will spring up and steal your commercials soul as it is passed over by perspective customers.

Reality: Less than 20% of commercials are skipped believe it or not. Still worried? Opt for online-only commercials that can’t be skipped. Another solution: Pay based on CPM (or cost per 1,000 impressions) online and make sure you only pay WHEN your commercial is watched.

Misconception #7: TV is only for big brands. Big brands. Big dollars. Often pointless commercials.

Reality: Highly-targeted ads for small businesses are an extremely viable options. The key? It doesn’t have to be flashy or have millions of dollars of explosions. TV viewers are smarter than people give them credit for. An honest straight-forward ad featuring the CEO explaining the product/service/showing the website can often be just as effective as a multi-million dollar campaign (shot on a nice camera of course). Plus, a new and effective trend, is to have the host endorse your product (check out this article by eMarketer).

The bottom line is TV and cross-platform advertising is extremely effective if done correctly and won’t run you to the bank for a loan. Follow these tips and hopefully you will become inspired to try the wide world of TV.

Also, if you want to see if a TV-based new/old media advertising option is right for you and your company, let me know know and we chat about it.

Fans both new and old of The Rise To The Top are in for a treat this fall when Season #2 launches. With a new “magazine style show” format, The Rise To The Top focuses on unique human interest stories featuring incredibly talented entrepreneurs mixed in with practical tips and all kinds of excitement. Business will never be boring again. The fall season also featured an extremely star studded cast of characters and unique interviews including Gary Vaynerchuk (Wine Library TV), Maxine Clark (Build-A-Bear), Anna Kournikova (Tennis Celebrity), Scott Mednick (Legendary Pictures) and many more to be announced.

Familiar segments from season #1 will be mixed in with all kinds of new goodies for viewers as well as new ways to enjoy The Rise To The Top including mobile versions of the show and new TV widgets (details coming soon).

NOTE ON ABOVE VIDEO: Thanks to our special camera man Gabe Padva who is a rocking real estate entrepreneur for filming my impromptu insane singing of the Canadian National Anthem in the middle of a crowded restaurant.

This past week I wrapped myself in an American Flag, put on a cutoff pair of jorts (jean shorts) and my NASCAR shirt and headed off to beautiful British Columbia in Canada. OK, just kidding about the outfit, but dead serious about our neighbors to the north.

It has been about a year and a half since I last took a full one week vacation and honestly I was a little nervous heading out. Would I be able to walk away from technology completely for a week? I mean NO technology: No cell phone, no computer buzzing away with emails, no text messages, no Facebook, no websites. Just the beautiful Canadian landscape, a great group of entrepreneurs (including an amazing chef), a houseboat stocked with amenities and of course my amazing girlfriend.

We cooked, we swam, we talked business and pleasure, we goofed around in nature (this being a strong statement coming from me because I’m not exactly Mr. Nature…I’m more of the jackass looking for the nearest Ritz Carlton), we hiked, we bronzed, we learned new cool phrases from our foreign friends (we had a combination of Canadians, Brits and a Kiwi from New Zealand…my girlfriend and I were the only Americans), we read (I even read a non-business book…who would have thought they existed?!).

I came back relaxed, refreshed and ready to take on the world. Sure I had a fair amount of emails upon return (just under 1,000) and a large amount of voicemails (who knows how many…I hate voicemails) but more importantly than digital data, I picked up some lessons that I wanted to share with all of you as an entrepreneur and journalist looking for tidbits that will help you out.
First off, it is OK to unplug and leave the technology behind. I know, I know – to some of you this crazy talk. You are working hard on your business and you love to stay connected, but really unplugging allows for some amazing things. Everything becomes a little sweeter: You relax, reflect, unwind and honestly have some great conversations that might have never occurred if you are constantly answered the purring of your mobile phone. I was able to chat with friends, enjoy the outdoors including climbing a mountain (who would have thought?!), have some fun such as the above video and have an amazing bonding experience with my girlfriend.

From a business perspective, unplugging allows you to recharge your batteries (is that a pun?). I got my mind off of the craziness and fun that is The Rise To The Top and now I’m refreshed and ready to rumble as we are taping our fall season. I came back with new ideas, new practices I wanted to implement and just that awesome feeling of you can take on the world that is usually only reserved for BEFORE you start your company (blissful ignorance?).

I came back and while I had a beeping phone and dings in my computer mailbox, the world didn’t end as a result of unplugging. Instead, it seems like a whole new world.

Off to vacation this week up in Canada with my lovely girlfriend!

Big things in the work for Season #2 as we are going to be giving you a delicious plate full of entrepreneurship this fall with exciting news as to where you can watch The Rise To The Top! Big news coming! Make sure to check out photos from Summer Business Break with Anna Kournikova.

Also, of course we want to hear your suggestions! How can we improve for Season #2? What would help you grow your business? What do you like about the show? What can we do better?

I’m already drinking a delcious smoothie and I will see you next week. Make sure to leave your comments!

David’s Note: Matt Brown is one of the infectious characters. He is extremely passionate about business and also has a great personal story of overcoming alcoholism at a young age to really make his mark with everyone he meets. A serial entrepreneur, Matt is the co-owner of a fitness facility called SWEAT but focuses also on unique approaches to lifestyle training and getting in a positive mindset. Too often we are busy getting things done and forget how we feel or how to recreate those incredible days where everything goes right. Matt teaches people how to get in that mindset every day. While “mindset” may seem a little fluffy for the busy entrepreneur, I can assure you the mental game (as in sports) is just important as the physical. Make sure to check out Matt’s Mindset Email and grab a free week on the house. -DSG-

Do you really have what it takes?  Whether you’ve been in the Entrepreneurial Game for a while or your just getting started…You’ve already asked yourself this question and your answer should have been YES and NO.  Yes…I have my idea for what I want to do and the passion to do it.  No…I don’t have everything I need to be what I envision for myself and my company.  The “Healthy” Entrepreneur realizes his/her strengths and weaknesses, gathers information and assistance to pick up the slack, then gets to work implementing the plan.

Along the way you’re going to run into a few things:
1) Life…On life’s terms not life on your terms.  Shit happens!
2) Yourself…What works and doesn’t work about you.
3) Them…Other people and their answers, opinions, resistance…THEM!

All of these obstacles have the ability to take your Positive Entrepreneurial Mindset and chuck into the trash…Taking you out of your game at a point where “Staying In” is crucial.  NOW WHAT?  There is unlimited power in creating a MINDSET as a reference point, a target to operate from.  In creating your MINDSET at the beginning of each day, you will experience this target as the place to BALANCE from.  A business friend of mine calls this “Balance from the target.” Thank You Liz Kriegshauser.

How do you create your MINDSET or target.  Keep reading…THAT’S THE FIRST STEP.

As an Entrepreneur who studies Entrepreneurs I am going to give you 5 MINDSETS to practice that are critical to YOU staying in the game.  It’s real easy to get thrown of track mentally when you haven’t created a place to STAND.

Matt’s Positive Entrepreneurial Mindsets:
1)Resilient…If you’re going to make it you’ll have to develop your “thick skin”, and your ability to recover from adversity.
2)Approachable…Be likable, friendly, cause people to want to know YOU.
3)Daring…You’ll reach a point where you’ll have to take the risk you’ve been unwilling to take.
4)Selective…There are choices to make every day.  Make sure that the choices you make are consistent with what you say you want.
5)Creative…At times it’s good to be inside the BOX…But you already know what that produces.  If you want to produce something new, step OUTSIDE the box to explore and create new opportunities and ideas.

The Assignment:
Each day pick one of these MINDSETS to practice for that day.  Have “it” be your reference point or platform to operate from.  You always want to be in a place of choosing “how” you are going to be.  You’ll never feel trapped or shut down.  You will find that the Positive Entrepreneurial Mindset will guide your day having you see things from a new angle.  You’ll have different conversations, take new actions and occur differently to THEM.

Matt “The Mindset Guy”
“The greatest gift you can give yourself is to be who you want to be…no matter what.”

Get The Right Mindset with The Ways of Being…Entrepreneur Program.

The only thing hotter than the weather in St. Louis was Summer Business Break on July 11th. The SOLD OUT event lived up to expectations as guests were treated to numerous surprises including a guest appearance by former St. Louis Cardinal Kerry Robinson, a wine tasting with Mitchell Davis, great sponsor gifts and much more. Anna Kournikova also stopped in for a meet&greet and took photos with Summer Business Breakers. Video and photos from the event will be up soon. Make sure to stay tuned!

Also, coming in Season #2 of The Rise To The Top this fall, David sits down with Anna Kournikova and talks about giving back to the community and her personal brand and also one of the most unique entrepreneurs of all time: Joe Edwards (the “father” of The Loop and internationally known Blueberry Hill) who discusses everything from not using the Internet (he has never been on it) to his unbelievable vision.

Catching up with the man, the myth, the former athletic legend, social media master and author Lewis Howes. Check out what Lewis is up to and how he keeps all of his businesses in line.

Less than 20 tickets remain for the PREMIER event in St. Louis THIS SATURDAY JULY 11th!  Make sure to nab your tickets today for Summer Business Break available exclusively on therisetothetop.com and you will not miss out on:

-Meet and Greet with tennis star and celebrity Anna Kournikova

-Our private tent packed with movers, shakers, entrepreneurs and just generally awesome individuals such as yourself plus premium open bar, sushi, hors d’ouerves and much more including a wine tasting.

-Special premium seats to watch high-energy St. Louis Aces Tennis (even if you aren’t a  massive tennis fan, these matches will get you off your butt and cheering)

-Gift Bag that includes amazing gifts from our sponsors including a certificate from Mitchell Davis at PRP Wine International for a FREE in home wine tasting for you and up to 20 friends featuring wines from around the world…worth $300 right there and yours free! Yes, we weren’t kidding when we said the gift bag is going to be PACKED with goodies.

-Raffle featuring some great high-end items and a little something for everyone. Example items include a $100 gift certificate to Sub Zero Vodka Bar and a premium bottle of Vodka, a 1 hour private Yogi Parenting session from My Mommy Manual (do not use with vodka) and much more. 100% of all money raised in the raffle will go to Lift For Life which takes kids off the streets and builds positive self esteem through games, working out and much more.

-Widget Realm will be making the debut of Yahoo! TV Widgets. This new technology will blow your mind even if you are still using one of the those Zack Morris old-school phones and were confused by the digital TV changeover. Bottom line, it will kick butt for techies and non-techies alike.

-968 Clothing will be in the house as well with some GREAT giveaways including custom created hats. They will also be participating in the big charity raffle with new items from their new 10:2 line!

-In exciting news, former St. Louis Cardinal-turned-businessman Kerry Robinson will be in the house for Summer Business Break to chat with everyone and tell his story of his journey from baseball to business. Trust us, it will get you off your seat and want to do something!

-Get on TV: The Rise To The Top will be taping, conducting interviews and having fun at the event. Look for David causing some shenanigans and get on camera!

-Ron Ballsiak is working on making an appearance but may have to wash his tube socks the night of the event.

See you on July 11th! Nab your ticket before they sell out this week:

Event sponsors include: Grey Goose, Heineken, Fiji Water, Creative Entourage, Sub Zero Vodka Bar, We Make It Happen Concierge Services and The St. Louis Aces.

Thank you to our Small Business Sponsors: Widget Realm, Bender, Weltman, Thomas, Perry & CO., P.C., Artistic Sensations, SWEAT, Rangency My Mommy Manual, Linked Working, Kelsey Cottrell Realty Group, PRP Wine International, Pure Synchrony, Railee Productions, 968 Clothing, Slight Edge Consulting for making this amazing event possible.

Less than 20 tickets remain for the PREMIER event in St. Louis THIS SATURDAY JULY 11th!  Make sure to nab your tickets today for Summer Business Break available exclusively on therisetothetop.com and you will not miss out on:

-Meet and Greet with tennis star and celebrity Anna Kournikova

-Our private tent packed with movers, shakers, entrepreneurs and just generally awesome individuals such as yourself plus premium open bar, sushi, hors d’ouerves and much more including a wine tasting.

-Special premium seats to watch high-energy St. Louis Aces Tennis (even if you aren’t a  massive tennis fan, these matches will get you off your butt and cheering)

-Gift Bag that includes amazing gifts from our sponsors including a certificate from Mitchell Davis at PRP Wine International for a FREE in home wine tasting for you and up to 20 friends featuring wines from around the world…worth $300 right there and yours free! Yes, we weren’t kidding when we said the gift bag is going to be PACKED with goodies.

-Raffle featuring some great high-end items and a little something for everyone. Example items include a $100 gift certificate to Sub Zero Vodka Bar and a premium bottle of Vodka, a 1 hour private Yogi Parenting session from My Mommy Manual (do not use with vodka) and much more. 100% of all money raised in the raffle will go to Lift For Life which takes kids off the streets and builds positive self esteem through games, working out and much more.

-Widget Realm will be making the debut of Yahoo! TV Widgets. This new technology will blow your mind even if you are still using one of the those Zack Morris old-school phones and were confused by the digital TV changeover. Bottom line, it will kick butt for techies and non-techies alike.

-In exciting news, former St. Louis Cardinal-turned-businessman Kerry Robinson will be in the house for Summer Business Break to chat with everyone and tell his story of his journey from baseball to business. Trust us, it will get you off your seat and want to do something!

-Get on TV: The Rise To The Top will be taping, conducting interviews and having fun at the event. Look for David causing some shenanigans and get on camera!

-Ron Ballsiak is working on making an appearance but may have to wash his tube socks the night of the event.

See you on July 11th! Nab your ticket before they sell out this week: https://secure.eventticketingsystems.com/venues/dwight_davis_tennis_centers_and_sports_park/

Event sponsors include: Grey Goose, Heineken, Fiji Water, Creative Entourage, Sub Zero Vodka Bar, We Make It Happen Concierge Services and The St. Louis Aces.

Thank you to our Small Business Sponsors: Widget Realm, Bender, Weltman, Thomas, Perry & CO., P.C., Artistic Sensations, SWEAT, Rangency, My Mommy Manual, Linked Working, Kelsey Cottrell Realty Group, PRP Wine International, Pure Synchrony, Railee Productions, and Slight Edge Consulting for making this amazing event possible.