A Financial Education Event
     

The Science of Laughter

Next week, I have the privilege of keynoting at the AFCPE symposium and I’ll present The Science of Laughter. This is a topic near to my heart because it’s the way I’ve lived my life.

When I married my husband, I got a three for one deal: I married the World’s Greatest Fighter Pilot and I also inherited two young stepdaughters. Then my groom said, “let’s join the active duty Air Force and we can see the world.” But what he really showed me was five more children in seven years for a total of seven children. Then we took the show on the road and moved eleven times in thirteen years. I learned, very quickly, that I needed to learn to look at life in a funny way or end up on the funny farm.

I chose laughter.

I chose joy.

And my life has been better for it.

It has been said that “Laughter is Good Medicine,” but why is that actually true? There are a number of ways that laughter benefits the health and wealth of the communities we serve. These benefits exist on a number of levels.

 

The Physical Benefits of Laughter – Research from a variety of sources, including UCLA’s famous RxLaughter program explains what happens to someone physically when they laugh.  It has a measurable benefit for an individual’s blood pressure and stress levels, it decreases heart disease, and improves overall physical health. In fact, Lee Berk, an associate professor at Loma Linda University, asserts that “Laughter appears to cause all the reciprocal, or opposite effects of stress.”  The amazing result is that when we laugh more, we stress less.

 

The Social Benefits of Laughter Robert R. Provide, a behavioral neuroscientist from the University of Maryland indicates that laughter is a social behavior. His studies testify that humor is contagious & can spread to an audience, it’s actually a form of communication. Sara Algoe, an associate professor of social psychology at the University of North Carolina at Chapel Hill has said, “We think laughter can draw us closer together to other people and grease the wheels for better social interaction”

There is also a specific science behind jokes, anecdotes and one-liners. When you build these into your work and presentations, everyone receives a quick, mental vacation.

 

The Financial Benefits of Laughter – You may have heard the classic premise of “laughing all the way to the bank,” but it is actually true in some ways.  The quantitative data & my own personal experience proves how incorporating laughter into speaking events, financial education & contract negotiations improve an entrepreneur’s bottom line. Humor also helps teams maximize efficiency, effectiveness and it facilitates employee retention.

I was once working a contract to gain funding for Heroes at Home, my non-profit dedicated to providing free financial education to young military members. I was making very little headway with lead decision maker and it looked like we were going to end in a “no deal” situation. We decided to table the discussion until the end of our lunch together. I took the time to share humorous anecdotes about my biggest gaffes in my work with these service members and also shared some lighthearted stories that made the table begin to laugh. And I shared more and they laughed more. You’ve probably guessed the end of this story—we got our funding and more. I didn’t share the stories to get the contract, I shared them to lighten the environment. In the end, everyone was happier, and my military audiences were the ones who gained the most.

Take Away/Application to the Field

There is a very specific take away to the Science of Laughter and the way it applies to the entrepreneurs, the field of financial education and AFC® practitioners. I’ve seen these results in some of the 2000 financial education presentations that I’ve made to hundreds of thousands of participants and I’ve been gratified by the results. Using laughter helps in many unexpected ways such as information retention, better health and as a way to grow your business.

 

Information Retention – Humor helps the AFC®’s clients learn more in financial education sessions, whether it’s one-on-one or in front of 5,000 people. By including very specific humorous examples & conducting exercises that are effective but are also workplace appropriate, we can help our clients and audiences retain more information. One of my guiding principles is: when in doubt about a joke, always err on the side of propriety. I’m not willing to lose an audience member in the name of humor if it could alienate them in the process. But sharing a lighthearted quote or story can give the mind a break and then allow my audience to reengage in order to learn more.

 

Greater Health – Incorporating humor into your work life not only helps others, it helps the entrepreneur as well. If you are presenting at a workshop, a keynote or even in your own Toastmasters group, your audiences can experience this real time with some simple, short exercises that they can do during the session you present. One such exercise is to have them imagine what they would look like if they were shocked with an electrical shock, then turn to the person next to them, and without a word–imitate that look. It’s almost impossible NOT to laugh.

Another example of seeing this in action was when I was at FinCon19 and one of the keynote speakers quoted Mayo Angelou’s famous quote, “’I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

Bethany Bayless, the wildly funny FinCon emcee, applauded the speaker and then said to the audience, “Now turn to the person sitting next to you, put your hand on their arm and say, ‘I will always remember how you feel.’” It took a moment for them to understand the humorous twist. But it was such an in-the-moment and funny turn on the quote that the audience kept laughing, in waves, for a full 3 minutes.” They needed the mental break from the heavy content they just heard from the keynote and this humorous exercise was just what the doctor ordered.

Grow Your Practice and your Business – Incorporating humor improves audience feedback and can lead to more opportunities for the practitioner. It’s one of the reasons we use liberal doses of humor in our podcast, The Money Millhouse. Whether it is word of mouth amongst individual clients, a greater social following or a demand for these skills in front of larger audiences, anyone can grow a practice or a business by adding the tool of laughter to their toolkit.

Top Ten Failure Factors for Finances

Welcome to Top Ten Tuesday. Only 1 day left in January! By now, it seems that most of our New Year’s resolutions have lost some steam, been pushed to
the side, or just been dropped all together.

It is never too late to reevaluate our goals and start over. We don’t need to wait until the next January 1st to get our finances under control. When we fall off the wagon, it is best to get up and keep going. I like to imagine the young Anne of Avonlea saying, “Isn’t it nice that tomorrow is a new day with no mistakes in it?”

If we understand what derails us from achieving our goals, then we can counter those failure factors and find success. These are the top ten failure factors that impact the achievement of a goal. Read them slowly and think about what they mean in your recent resolutions.

Top Ten Failure Factors:

•   Setting unrealistic goals

•   Motivated by the wrong motives

•   Believed failure was inevitable

•   Fulfilled the need for immediate gratification too often

•   Influenced unduly by other people

•   Practiced a “deprivation mentality”  – all or nothing/black or white

•   Rationalized and made excuses rather than taking responsibility

•   Displaced emotional issues through overspending and overeating

•   Procrastinated rather than taking action

•   Lacked the tools to make compounding incremental change

Reread the list above and circle any of the “failure factors” which you believe may be significant influences in your life. Failure can be seen as a profound learning opportunity. It’s time to stop trying so hard and start training toward a new way of addressing your wealth challenges. Past failures do not need to be repeated. Before my husband and I met, he was in a debt cycle he felt would never change & financial

freedom was just a dream. But it did change because we set goals and took action. The result? We’ve been debt free for 20+ years.

After you circle the “failure factors” that may apply to your situation, take the time to write three ways you believe you can counter those factors and turn them into successful areas of your life. I believe in the old saying from John L. Beckley “people don’t plan to fail, they just fail to plan.” Having a plan can be over half the battle in discovering ways to be successful in your finances. But implementing that plan is the other half of finding success.

One of the ways that I have found most people can create and stick to a plan is by having a “money buddy.”  If you are married, this might be your partner, and if you are single, it can be a like-minded friend who is good with their own financial resources. Get together with your money buddy and go over this “failure factor” list. Let them help you come up with ways that you can counter the failure to turn it into success. Then, set a date to meet with your financial partner and track your success. It’s kind of like Weight Watchers for money matters and there is great power in unity with other like-minded people who want to overcome their own failure factors.

For great budgeting tools, go to mint.com—an excellent app for managing finances. Keep checking in week to week for help along the way. You are not alone in this financial journey! You can find success if you: Dream Big. Set Goals. Take Action

Rent-To-Own: Is It Ever A Good Idea?

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You’ve moved into a new place, started a new job and you’re beginning another phase of your life. The only problem is that you don’t have enough furniture for the new place and you realize you’ll also need a washer/dryer.  Then, miraculously, an ad pops up on social media for a place where you can go get name brand appliances and choose from dozens of options on exactly the kind of furniture you need—all for only $21.99 a month! YEA!!!  You’re saved! After all, you have a good job, the monthly payments aren’t going to break you and you deserve to make your new place comfortable, right?

Wait a minute, not so fast.

Is rent-to-own the best option? The answer is:  it depends.

How Does Rent-to-Own Work?

Usually, you’re renting from a well known store, but, in most cases, you’ll have to sign a third party contract. I remember one time when we bought a refrigerator and my husband thought, “Let’s use someone else’s money at 0% interest.”  The only problem was the third party contract indicated that those 0% payments were only for a fixed introductory period, then there were three options. We could buy the item, continue making payments (at 200% APR interest) or return the item to end our lease. We bought it out early, so that we were in the clear and vowed to never buy into this kind of a contract without understanding the fine print first.

 

Rent-to-own also means that if you fall behind on the payments, the leasing company can repossess your leased item and you don’t get any money back. There may be cheaper ways to pay because even if you have bad credit the options of  layaway, sub-prime credit cards or  bad-credit personal loans, which run 36% APR are better than the 200% APR of many rent-to-own programs.

 

When Is Rent-to-Own A Good Idea?

 

Despite the typical APR rates north of 200% for this kind of contract, there may be some anomalies when this option is not a bad thing for your bottom line. In fact, there are some instances, when using a rent-to-own option make sense:

 

  • If the interest rate stays relatively low (less than 3%) during the entire leasing term, and the term is 24 months or less, then you aren’t losing much. But read the fine print.
  • If you believe you’ll have the money to buy the item outright at the end of the low, fixed rate introductory period, then it could be a good way to keep some money in a rainy day account while you save up for the buy out.
  • If you need to diversify your loans to improve your credit score, and you qualify for low interest, then this kind of financial contract could help your credit score. But since diversification of loans only represents 10% of your credit score, it’s not worth paying higher interest rates to diversify.
  • If you are only in a location for a short amount of time (our sons have military training at bases for anywhere from 3 months to 10 months), and your interest rate is low, you could rent and turn the item back in when you move. But make sure the contract allows you to do so. If you must move yourself and your company doesn’t pay for a move, then renting a truck and moving that furniture cross country could cost more than it’s worth.
  • If you have the good credit score amongst your roommates and you all need to get furniture for the main living areas, then you could work a deal where they use your credit (your contribution) and they pay their part of the monthly payments (their contribution). But make sure the interest rates are low for the entire contract and that you trust your roommates enough to make the payments to you (on time) so that you can make the payment. At the end of the lease, you keep the furniture. This option may be more of a hassle than it’s worth. But if you are cash strapped, it might be just what you need.

 

Before You Sign

Let’s say that you’ve decided that Rent-to-own is the route that will work best for your budget and lifestyle. Here is your checklist before you ink that contract, if any of these are not clear are it’s revealed that they are not to your advantage, then think twice about this option. Here’s the list:

  • What are the monthly payments (including all fees)?
  • When are the payments due?
  • What is the total cost to own this item (all payments, interest and fees)?
  • Who insures damaged or theft?
  • If you miss a payment, will it be automatically repossessed?
  • Is the item new or used?

After You Sign

 

Let’s say you already signed a contract before you read this blog. Or, you’ve followed all the advice shared and decide that the contract will be a good option for you. Take these steps to protect yourself:

 

  • Follow the money. Make sure you are keeping your payment records because some rental companies have had problems with giving their customers credit for payments made.
  • Pay on time. Since 35% of your credit score is your credit history, it’s crucial that you make your payments on time or even before they are due. If possible, set up the payments to transfer from your bank account so that you never miss a payment.
  • There’s a chance your debt might be sold to a debt collector Know your rights in this situation as the Fair Debt Collection Practices Act requires debt collectors from harassing customers, calling them excessively and using abusive or deceptive practices to collect on the debt. 

In the Kay family, we like to live a debt free life and will usually save up to buy furniture or appliances before we would go into debt. This isn’t always possible for American consumers, in which case it’s good to know the nuances of Rent-to-Own for you or those you care about.

What has been YOUR experience with Rent-to-Own?

Are You Teachable?

When I was a young mom, we had five babies in seven years and moved 11 times in 13 years. While on that journey and at my husband’s urging, I decided to go back to school and finish my Bachelor’s degree. Yes, I went back into the classroom between babies #3 and #4 to reach that personal goal. Colorado Christian University had a program designed for adults who worked full time and taking care of all those kids was a full-time job! In my class were other adults including Madeline, a 70-year-old great-grandma who wanted to finish her Bachelor’s degree. When the professor asked each of us our motivation for enrolling in this difficult, accelerated program, Madeline sweetly replied,

“I always want to keep learning and remain teachable.”

She became my hero that day.

Madeline finished the program and walked the stage with the rest of us, then she went on to publish three books—always remaining teachable.

As a veteran speaker of 2000+ paid gigs, an author of 15 published books, a spokesperson for 100+ brands, and a media veteran of 2800 interviews, I’m often asked to mentor neophytes on how to succeed in these areas. It seems that everyone (and their mama) wants to write a book, become a brand ambassador or launch a professional speaker career. That’s cool, it’s great to have dreams. Many have read that they should “go to someone who is successfully doing what you want to do.”  Consequently, some will come to me. That’s not a bad thing, that’s what I did when I started out. I’ve received hundreds of requests for this kind of coaching and the requests infer a pro bono offering. This can be overwhelming.

How do you decide who to mentor when you have a limited amount of time?

My answer:  they must be teachable.

I have a business and non-profit to run, a podcast to push out, a husband to flirt with, and several grandbabies to visit. Time is limited and I can’t take every meeting that I’m asked to take. How do I decide who gets a meeting and who will get the closed door answer: “I’m honored you would ask, but I regret to say that I cannot accept.”

I’m not alone, you’re probably juggling work and home, trying to find that work/ life balance that is ever illusive. You need to know what meetings to take and which ones deserve a pass. Or, you may be the person asking for the meeting—why should the experienced veteran in your field, take a meeting with you?

They need to be teachable.

Just like Madeline, are you willing to humble yourself, do the work you’re asked to do and realize that you have something to learn?

I’ve found that the least teachable people are those who feel they have nothing to learn. Some of the worst speakers I’ve ever heard are Generals, CEOs, actors, teachers, and preachers—those who speak in front of groups often. They feel that because they are already doing it, they don’t need to improve. The English teacher who is not a publishable author feels she knows her grammar, but that doesn’t mean she can write a book. The professional speaker, who can’t make the leap to media interviews because he doesn’t know how to deliver a sound bite. You get the idea.

I have several ways of vetting someone before I take a meeting. For example, I’ll send them a file on the topic they want to discuss with me, “call me after you’ve read the file and we’ll set up a time to answer your questions.” Roughly 9.5 out of 10 never read the file—BAM! I don’t take that meeting.

Or for those who want to be speakers, I’ll say, “attend a Toastmasters meeting and then we can talk.” But they don’t do the bare minimum—attend one, little meeting! In both vetting cases, the proposed mentee feels they are advanced well beyond the need to read a file or attend a meeting.

The same thing happens at conferences, when attendees have a chance to speak with the faculty to talk about their work. Occasionally, a faculty member or speaker will request more material from an attendee.  According to my literary agent, Steve Laube (super agent extraordinaire) 9 out of 10 attendees never send him their info on the rare occasion he requests it. It’s a huge open door that they won’t walk through due to fear, laziness or procrastination.

After I spoke at FinCon one year on the topic of monetizing brand ambassadorships, an attendee followed up with me as I requested. She did her research, followed my advice and today, she’s a very successful brand ambassador. You can read about “The Budgetnista” and see the work she’s doing in the space—a truly teachable lady who found success.

Madeline, from my CCU class all those years ago, remains a hero of mine and I want to grow up to be like her. Towards that end, even after 25 years as a professional speaker, I remain teachable in my primary areas. I attend Shop Talk Toastmasters, and practice new material, receiving feedback from those Toastmasters. After every speech that my speaking team does with the Heroes at Home Financial Event, I get feedback on the presentation from my team. This way, I continue to learn and grow.

Are you teachable?

Are you willing to do the work?

Do you have a way to vet your time to determine what meetings you’ll take?

Have you ever been asked for a response from someone in your field of interest and what did you do?

For more information on how to structure your work/life balance, listen to our interview on the Money Millhouse with an exceptional life coach, Ann Vanino.

Where ever you go and whatever you do, remaining teachable is the best way to grow and continue to find success along the journey.

How I Earned A Six Figure Income As a Spokesperson / Brand Ambassador – part 3

On one of my early spokesperson gigs, my co-host was a wiener. He was one-dimensional, wouldn’t speak his lines and always managed to be the center of attention for every one of the 30 media interviews we did via Satellite on the coast-to-coast Satellite Media Tour (SMT). I had to carry the client messaging for each and every morning news television interview, yet this co-star managed to soak up all the limelight and get the closeups, while I did all the heavy lifting. An SMT was brutal work and involves a high-level skill set that can only be successfully accomplished by the top 5% of Spokesperson / Brand Ambassadors. I was 100% on my messaging, no thanks to this high maintenance, hot dogging, co-host. The client was Oscar Meyer.

We’ve covered quite a few aspects of spokesperson work in parts one and two of this series, from the definitions of the work to the skill set required. Now let’s talk about the process of what happens from start to finish during the brand ambassador experience.

 

Step One:  Initial PR Ping

The first outreach for a potential spokesgig is usually a PR firm, who googles experts in the area they are researching (finance, beauty, mommy bloggers, chefs, etc). Then they will send an email, fill out a contact message on your website or reaches out through social media platforms. This began to happen to me after my first book, Shop, Save and Share, came out in print. There was a query from Quaker Oats, then one from Dial soap, then another from Blue Diamond Almonds. The first time, I wrote back a message that quickly made it clear to the PR representative that I was absolutely clueless and didn’t even know what the outreach was about. I didn’t get the gig. I didn’t even know that I didn’t get the gig because I didn’t even know there was a gig to get.

The second query was turned over to a speaking agency that repped me at the time and they buffooned it because they didn’t know how to handle spokeswork. The third time, I turned it over to my publisher’s marketing rep and then discovered that’s it’s against policy for them to represent this kind of work—it’s a conflict of interest. In some cases, it’s even illegal. Oops!

 

Then there was the 4thtime a brand reached out, and I reached out to a group of Advanced Writers and Speakers Association to see if anyone knew a spokesperson representative. I was connected with a reputable agent and she helped me get that first contract that was with MasterCard. She also garnered 25% of my earnings—but 75% of something was better for me than 100% of nothing. Eventually, I was catching items on the spokes contracts that I didn’t want and the agent didn’t always catch them. Since then, I realized that 20% commission is common for gigs that the agent brings the talent and 15% is common for gigs that the talent brings the agent. My business background allowed me to become a master at reading, negotiating and executing my own contracts. But that took years of experience to achieve. At first, I didn’t know what I didn’t know and I paid dearly for it before I got an agent.

Action Item: Make it easy for PR people to find you, add the term “brand ambassador” and “Spokesperson” to your social platforms, website and in any groups where you are a member. Set up a contact form on your website set up a dedicated website if you don’t already have one for your brand–a social platform isn’t enough.

 

Step 2: The Initial Conference Call

Today, I know that 9 out of 10 initial “Pings” or inquiries from an employee at a PR firm or from a corporation do not progress past the initial inquiry. If the brand influencer or spokes agent that answers
the inquiry knows how to manage the initial inquiry, then it can progress to an interview or conference call with the potential client.

It’s during this fact-finding conference call that you (or your agent) let them know who you are, how well you do verbally and what your skill sets look like. They also want to hear what ideas you might have for the project. Creativity is a must during this phase.

It’s also during this phase that you decide if you can get behind the brand or product. I made it a point of never endorsing a product I didn’t wholeheartedly believe in and that philosophy helped me keep my integrity intact. In addition, as a spokesperson agent, I won’t work with potential clients of mine that would take a deal just for the money–endorsing something that is bad for the general marketplace. Integrity matters.

This step is where your agent or other team member does the selling. They do the bragging on you and your abilities while you just talk about your projects and passions. You might also be required to sign an NDA (non disclosure agreement) and that’s not unusual.

Action Item:  Never endorse a product you don’t believe in and keep a high level of integrity. Make a point of eliminating “uhs” and “ums” and filler words like “so” and “yeah.” The overuse of these words make you come across to the client as unsure or lacking in confidence. An organization like Toastmasters is a great place to go in order to learn to master the kind of extemporaneous talk that will occur during crucial conference calls.

 

Step 3: The Money Talk

If the PR firm and/or the client they are representing is interested in you and is seriously considering hiring you as their Spokesperson / Brand Ambassador then they ask what you charge. If you have an agent, they handle the money talk while you remain the happy talent.  At this point a smart brand ambassador or a smart agent asks for a SOW in writing (scope of work), otherwise there can be a he said/she said in terms of what the work actually is during step 4 or step 5.

There’s an art of negotiating a deal and I absolutely love this part of the process—whether I’m negotiating my own deal or one on behalf of my clients. You give a price based on the fair market rates for someone with your following and skill set. I usually start a bit high at this point. It’s a delicate balance because you want to price yourself at the value you are worth without pricing yourself out of the market. I figure if they are interested, then they will be willing to come back during step four and negotiate for a deal within their budget. At this point, instead of a one in ten chance (as in step one) you have about a 50% chance that the deal could go to a contract.

Action Point:  The money talk is a very important part of the process, establish a rate card ahead of time and know what the charges are for different deliverables. Make sure your agent (if you have one) or your other team member has also eliminated the filler speech we previously outlined in step 2’s Action Point.

I’m developing a course and we will get into greater detail when it comes to the money part of the contract. If you are interested in being a part of the initial core team for the “How to Earn a Six Figure Income as  Spokesperson,” then send us an email at assistant@elliekay.com or fill out the contact form.

The PR firm will present anywhere from 3 to 5 different spokespersons to a client as either part of an existing contract (that they’ve already negotiated and secured) or a pitch contract (where they are trying to get business with the client.) Obviously, a secured contract will be more likely to end in a contract for the spokesperson than a pitch contract.

 

Step 4: The Negotiation

After the PR folks have taken your name to pitch to the client, the client may ask for a meeting with you (this only happens about 20% of the time) so that they can decide for themselves. Or, they’ve trusted the PR person, reviewed your media kit and believe you are a good fit.

This step is the reason I decided to become a spokesperson agent because this is the step where brands take advantage of the spokesperson. PR firms are in the business of getting the best value for their client and you can’t blame them for that. But it also means that they try to get the brand ambassador to do more work than they proposed in step 3.  Don’t be afraid of a negotiation, but do be prepared so that you can make the most of the deal that is being discussed.

Action Step:  Read up on how to become a better negotiator, so that you can handle this step if you are representing your own contracts.

 

Step 5:  The Contract

Once you’ve navigated the negotiation, then it’s time to go to contract. Hopefully, you’ll be chosen as the brand ambassador to represent the product, company or goods and services. Be sure you have a professional review the contract and understand that someone who may manage a brand ambassador may not be familiar with the pitfalls of a spokesperson / brand ambassador contract. You don’t know what you don’t know. But making sure that there are NO additional deliverables or restrictions that weren’t disclosed in the negotiation is a basic part of handling the contract. Recently, I was sent a contract on one of my existing clients and it was for a company that we had already signed a half dozen contracts with in the past. To my surprise, there were actually $180,000 in additional deliverables or exclusivity stipulations that they tried to sneak by us in the contract!

Action Item:  Hire a professional to read your contract or partner with a spokesperson agency that can guide you through the sticky wickets of the contract.

 

Coming up next week:

 

We will discuss and define specific deliverables as well as legal disclosures that the FTC requires for all brand ambassadors in order to be in compliance.

 

 

How I Earned A Six Figure Income As a Spokesperson / Brand Ambassador – part 4

I’m gearing up to present this Brand Ambassador Workshop at Fincon this year and it makes me reflect on the last time I presented in that venue. It was 2014 and we were in a small space that accommodated about 40 people. In the audience were several bloggers and social media gurus who were interested in how they might be able to leverage their skills to be able to make money in this space. One of the people listening carefully was Tiffany Aliche, The Budgetnista, who was on the cusp of her potential career as a brand ambassador.

 

When I talked to her about it recently, she reflected, “I remember looking at the list of workshops and thought that I really wanted to see what that was all about. When you were talking, I kept thinking about brands I could possibly partner with and didn’t really know. But now, four years later, I’ve exceeded my expectations with your help.”  Tiffany is modest, but she’s currently in the top 5% of non-celebrity spokespersons/brand ambassadors. I worked with her on her first major deal and I’ve represented her ever since. I’ve also worked with a half dozen others who were at that Fincon presentation. What made Tiffany pop out as a top performer? Let’s look and see:

Characteristics of a Top Brand Ambassador:

  • Great work ethic– Tiffany delivers on time or early. Period. No excuses. I had another  rospective brand ambassador who couldn’t keep her phone appointment with me THREE times. I know, why did I give her so many chances? My daughter says I’m too nice sometimes, but I do like to believe the best in people.  However, if she can’t keep a phone appointment with me, how could I trust her to manage the deliverables on a contract?
  • Great questions– A great brand ambassador knows the right questions to ask when working with a client. While I (the agent) ask all the deliverable and money questions (the talent doesn’t need to talk money when they have a representative), Tiffany usually asks things like “What are your expectations?” and “How do you measure success?” She wants to know the client’s target so she can hit it every time.
  • Great Performance– Repeat work is a big part of income for a brand ambassador and getting a client to want you again…and again…and again is a gift. Tiffany makes it her goal to exceed a client’s expectations. This doesn’t mean that she does extra work for free (I don’t let her) but it does mean that she’s open to revising her work, she’s flexible and she gives the client better results than they ever dreamed of getting.

 

The Upward Spiral for a Spokesperson

I’m a pretty big Bradley Cooper fan and I saw the trailer for the upcoming movie, A Star is Born with Lady Gaga. That’s one premiere I’d like to go to as an influencer! I saw the previous version of the film with Kris Kristofferson and Barbra Streisand as well as the 1937 original. It’s a painfully sad story of someone on top who works their way up and then enters a downward spiral to destitution and despair. That same story can happen to brands when they believe their own press, think they are better than others, or they let success go to their head. But just as there is a downward spiral, I believe that there’s also an upward spiral that incorporates the adage, “success begets success.” Here’s how that happens:

  • Start – The brand ambassadors start somewhere. Some of the best begin as bloggers, writers, podcasters, media personalities, or speakers.
  • Skills – We already discussed the different skills, but the best of the best spokespersons will move outside their comfort zones and develop additional skills. Some bloggers are afraid of public speaking—but a top 5% brand will go to Toastmasters and get over that fear and then achieve the elite Accredited Speaker status (the top 1% of 4 million Toastmasters globally). A skilled podcaster will learn to become a better writer. An old-school book author will learn about social media. They seek to become the EGOT of their space in the marketplace—achieving excellence in all areas.
  • Success –As they develop their skills, they get gigs and execute all the deliverables in their contracts with excellence—exceeding client expectations.
  • More Success – As they are successful in contracts, this leads to their ability to develop even more skills and confidence, which leads to more success. They remain teachable and realize there’s always room for improvement.
  • A Star is Born – Some of the most remarkable and successful spokespersons are people that will never achieve celebrity like Kendal Jenner, who gets a cool mil for an Instagram post. Nonetheless, these top 5% non-celeb spokespersons are stars, like Tiffany, because they are working it and getting better every day.

In this blog series, we already learned the definition of a spokesperson/brand ambassador, the skill sets of a spokesperson,  the process involved in garnering, negotiating and contractinga spokesgig. Now it’s time to look at some of the specific deliverables as well as how to remain in compliance so you don’t get in trouble with the Feds!

Deliverables:

In the SOW (Scope of Work) and in your spokesperson contract, there will be an Appendix or a specific outline of what you are to deliver as well as the timeline (due dates) for those deliverables. When working for my brand ambassador clients, if these areas of the SOW or the contract we get from the corporation are not clearly defined, I’ll push back and ask for clarification. Here are examples of the various kinds of deliverables that are part of a working brand ambassadors rate sheet.

  • Per day or part of general appearance day (national TV, local market media TV, print, radio interviews, trade show appearances, podcasts, press conferences, etc.); per pre-tour development day.
  • Per travel day, if required, prior to or following work days
  • SMT (Satellite TV Media Tour) day – These are one of the most lucrative aspects of a contract because they are VERY difficult and require the highest skill set for a spokesperson. You have to be 100% in your messaging (you deliver at least the primary client message in each and every interview.) You usually arrive in a studio at 4:30 a.m. (EST) for makeup and rehearsal, then you have your first media hit around 6:00 a.m. with a morning news show via Satellite. You continue this for 3-4 hours and anywhere from 10 to 35 TV shows. They key is to be upbeat, perky and consistently deliver messaging the entire time. These SMTs earn 3K for a neophyte up to 30K for a non-celebrity pro.
  • Keynote message (speaking)
  • Workshop/Seminar or Breakout Session
  • Panel (as a panelist or moderator)
  • Media training day – This is usually the day before you kick off a campaign or the day before an SMT or RMT. This rate is usually 2x a social post.
  • RMT (Radio Media Tour) day– This is where you are on 10 to 30 radio shows, back-to-back, delivering key messaging for your client. This are usually done from a landline from your home or office and you can even do these in your pajamas. They make about 10x what one social mention makes for you.
  • Facebook Live – They pay you to go live on either their platform or your own platform. This is a premium deliverable and is usually about 6x the cost of one social mention on facebook. Make sure the contract doesn’t include a “Facebook Live” bundled into all the other social deliverables, because this item should rate more.
  • Email or Newsletter – Believe it or not, some clients still like newsletters or a blast of a promotion to your list. This is never free for the client and the price you get for doing this depends on how big your list is and your open rate (how many people open your email when you send it out.)
  • Fully Sponsored Podcast Appearances – You go on to a podcast like The Money Millhouse and if a sponsor is covering it, then you get paid to go on the show and mention the product, campaign or idea. You make sure to give disclosure about the partnership, but more about that in the FTC/Compliance section below.
  • Initial use of name and likeness and continued use – you get paid for the use of your name and likeness. If the client wants to continue to use it on a social platform or a website, then they rent it monthly.
  • Webinar – These are very popular and can be sponsored as long as they don’t seem like a commercial. They need to be organic or your brand ambassador presence can quickly turn into that of a commercial huckster. Keeping it informational, educational and non-commercial is the key to see both the brand ambassador and the client succeed in this kind of partnership.
  • Pitching tips (up to 3 tips) – Separate from Interviews. You get paid to create pitches for media and then if the client pitches them and you get a hit, then you also get paid to go on the show (or the media.)
  • Branded Educational Content – helping companies develop education material as a public service is really hot these days. You step in to help develop this and you put a friendly face on a corporation so that this content is more human.
  • 5 Day Course – Pricing varies depending on deliverables, but you are creating the course for the brand and will get compensated accordingly.
  • Branded 1-sheet PDF with client links – this is a product that you create with the input from the client.
  • Video Series – you get paid per video and the length of the video needs to be defined. There’s a world of pricing difference between a 1 hour video and a 3-minute video.

 

Federal Trade Commission

I’m not an attorney, but I know how to read a brand ambassador contract. I’ve been known to catch more stuff and nonsense than our attorneys who are not working in this space full time. I read, push back and sign every contract that has my name on it for myself or my brand ambassadors.  A big part of every contract is FTC disclosures. In fact, when I went to select a photo for this section, I didn’t just grab a logo off the internet, I purchased the FTC pic—that would be ironic, violate copyright law when writing about the Federal Trade Commission!

In short, you have to disclose any material connection between you and the corporate client you are working alongside. You have to let your public know you are being compensated in some way–whether financially or materially. If you are in doubt about what this kind of disclosure looks like then look at a recent letter written to influencers from a key official at the FTC and make sure you are in compliance.

The corporate contract will outline, specifically, how you are to disclose in the different forms of media. Follow that part of the contract as if your life depends on it—because your life as an influencer DOES depend on following those rules.

Remember Your Why

As you navigate new territories in this space, remember why you are doing what you are doing. If it’s all about the money with you and that’s all you care about, then please don’t call me. I’m not interested in working with you. I want to work with people care about something more than money.

I entered into these waters as a side hustle from home, to supplement our family income and my own income as an author/speaker. I started as a mompreneur and saw that I was leaving money on the table. I didn’t like that.

My goals were pretty simple: to send my kids through college (debt free) and to pay for their weddings. Along the way, I not only met those goals, but I was also able to reach financial independence and start a non-profit Heroes at Home which provides free financial education to service members, veterans and their families.

Why do you want to do this thing?

This concludes our four part series on How to Become a Brand Ambassador/Spokesperson. Feel free to ask me any questions or let me know how you are doing in this journey. If you’re at FinCon, I’d love to meet you and hear about your experience.

And remember, if you are interested in becoming a part of our beta team for a new Brand Ambassador Course, then submit your name to assistant@elliekay.com and we’ll see if you qualify.

One last word of advice as you continue this journey. Comparison is the thief of joy. You’re going to find amazing people doing amazing things in this space but remember that YOU are amazing, too! So have fun and run your own race.