Olivia Pope is a crisis manager…
Not a real one, mind you. Purely fictional, a character in a
tv drama i’m watching.
Do you watch it?
Scandal explores a fictional agency of lawyers and expert
consultants, headed by Olivia Pope and they handle delicate situations for high-profile
Basically, their job is to prevent bad situations from
turning into full-blown scandals.
Now I have to admit, I probably watch a lot more TV than the
average person. Especially with all the free time I have and my tendency to be
a bit of a home-body…
Most “grown ups” think that watching too much TV dumbs you
down. But I disagree.
You can learn a lot from tv. Get new information passively,
learn how to engage people with your own stories, get email ideas, understand
human nature better, and once in a while you may even have a life-changing epiphany!
For instance, this morning I saw an episode of Scandal in
which an elderly lady hires Olivia to do damage control for the “sexual
misconducts” of her son.
The son, a spoilt rich-boy was being prepared to take over his
mother’s company when she retired.
But her son is accused of raping a girl and the jury is sure
to hang him.
Of course he denies any guilt, but Olivia quickly discovers
he “done it”.
There’s a whole moral dilemma about satisfying the client,
by discrediting the entire story, paying off the victim and covering up the
Or doing the “right thing” and exposing the crime.
As I watched, I thought to myself, “Well, you don’t go into
a business like THIS and think you’re going to be working for the good guy.”
I mean, the issue here is Olivia’s ENTIRE business model.
The perfect audience is the RICH and powerful.
Scandals rarely affect the “little guy”…and even if they do,
the “little guy” doesn’t have the money to pay someone to help them cover up
and silence all the right people.
So I reckon if Olivia wants to be the “good guy” who helps
the “little guy” she needs a different line of business.
She needs a different audience.
She needs prices that better suit the “little guy”.
She needs an entirely different product for that matter.
Am I right?
This reminds me so much of some marketing students who keep
struggling to get traffic and make sales online, who confuse themselves and can’t
make up their mind about anything.
They say things like this:
“I’m not sure what
product I want to sell, but I want to build my audience first, then sell them
You can’t do that!
Your product determines EVERYTHING in your business. From price,
to audience, to how you sell it…everything.
Products are nothing more than a nicely-packaged solution to
“some people’s” problems.
And your audience is the people who share those problems.
So the solution has to be “perfect” for those people and no
How do you bring the right audience to your website?
The kind of people willing to pay your prices, and willing
to buy your product?
You use search-based Traffic!
When people want a solution to a problem, they search. And
you will get them if you can turn up when they’re looking, and give them exactly
what they want.
Which is why I LOVE search-based advertising–specifically PPC.
It allows you to reach the exact people you need to sell
YOUR product to.
My Traffic KickStart training teaches you to do this. And the
demonstration includes a detailed section on how to translate your product into
its perfect audiences so you can target them, reach them, and sell to them.
Learn more about Traffic KickStart at the link below: