Before reality television and social media, fame was difficult to achieve and usually came in a 15-minute increment. With online distribution platforms, becoming famous is not only easier to do, but it can be the perfect avenue to increasing brand awareness and business revenue.
The CMI Podcast Network is excited to announce its latest show, Claim Your Fame, with host Andrew Davis. You may be familiar with Andrew as the best-selling author of Brandscaping: Unleashing the Power of Partnerships or as the high-energy keynote presenter at Content Marketing World 2014. Now, Andrew brings his message of personal brand and niche marketing to a weekly conversation, sharing real-world examples of how everyday people are making a big impact on YouTube, Instagram, Pinterest, Blog Talk Radio, and more.
Claim Your Fame isn’t a talk show. It’s an NPR-style radio show. Andrew sends radio reporters all over the world to hunt down amazing stories of brilliant business leaders who have leveraged the online world using their passion for what they do along with their magnetic personality to drive revenue – big revenue. It isn’t an interview show, it’s their story in 30 minutes or less, and Andrew is your guide.
The series debuts with the story of Trish Witkowski, Chief Folding Fanatic at FoldFactory.com, the website of FOLDRite™, which sells special software templates to print designers to ensure direct-mail pieces are printed, cut, and scored correctly.
So how does Trish “claim her fame” as a personal brand, and how does FOLDRite claim its fame in niche marketing?
Get rich in your niche
FOLDRite and Trish know and understand their niche. Their customers are print designers who create high-quality direct-mail pieces – a small fraction of the overall direct-mail industry. In essence, FOLDRite tries to reach a niche within a niche.
How does FOLDRite do it? That is where Trish comes in. She launched a video series, “60-Second Super Cool Fold of the Week,” in which she demonstrates a unique paper fold for direct mail.
Every Wednesday night, she uploads the video on the FoldFactory YouTube channel. She leverages YouTube to share her passion and personality around folding paper. She created content that her niche audience was missing and she has now become a celebrity in this small community while growing FOLDRite’s business and solving the audience’s problems.
Done is better than perfect
Trish does not have expensive video equipment or a sound studio. Her set is a plant in the corner, a table, and a chair. She uses an inexpensive video camera. What she does have is something only Trish can provide: her passion and personality woven into the art of folding paper. Her show, as she describes it, is “about opening people’s eyes to the possibilities who are currently stuck in a trifold funk.”
The goal is to consistently deliver high-quality inspiration to her audience, and then move her viewers to the FoldFactory website to purchase and download custom-folding templates.
Some of her fans consider her a curator of designer folds and even call her creations works of art. To date, her 250-plus videos have yielded over 800,000 views and more than 3,100 subscribers. In addition, Trish has become a spokesperson for a number of brands, tours the world as a speaker, and conducts workshops.
Consistency is critical
After almost five years of videos, Trish has set up an expectation for her audience. Every Thursday morning, they look for her next video showcasing a new fold with her bubbly personality. Has the weekly grind ever led her to consider doing it less frequently? Sure, but then she receives a letter or an email from a regular viewer telling her how much they look forward to her video every week. This is the motivation she needs to keep delivering consistently. This almost five-year follow-through has led to her fame in this small, tight niche community. She has become something to somebody instead of trying to be everything to everyone.
Give ’em a hook
Trish added a simple, yet unique component to each of her videos. Every episode, she wears a custom T-shirt with a slogan such as “Stop talking, Start folding,” “Give me the fold and nobody gets hurt,” or “Fold that thought.”
The shirts’ popularity led to the creation of an unexpected line of business for FOLDRite – T-shirts. Viewers can not only order the shirts, but can also share new slogan ideas. “What the Fold?” has become a favorite of fans – many of whom tune in weekly to see what the T-shirt slogan is as much as they do to see the fold.
Trish understands the process of using a personal brand to build a business. As Andrew reminds us – content builds trust, trust builds relationships, and relationships drive revenue.
Listen to Andrew’s full interview with Trish Witkowski here:
How do I subscribe?
To listen to the full interview, we invite you to check out Claim Your Fame with Andrew Davis. Subscribe to the show on iTunes or on Stitcher to ensure you get each episode. If you are willing to leave a review while you are there, Andrew would appreciate that, too.
Cover image by Joseph Kalinowski/Content Marketing Institute