Seven Marketing Strategies we can Learn from "Dog: The Bounty Hunter"

So, 'fess up--you have seen "Dog: The Bounty Hunter", right? When I saw the teasers for this show, I thought it would be a testosterone-laden, he-man, tough guy growl-fest. And while the show does get rather macho at times, it strikes a balance with family life, spirituality, and comedy.

If you haven't seen "Dog" yet, you must watch it. Of course, the show is about catching the bad guys, which is always fun. But, it is also a lesson in how to build a brand of one into a marketing machine. Watching Duane Chapman, AKA "Dog", in action, you can see how he has mastered the art of marketing, and by using methods that many small businesses can adopt.

Here's how Dog has climbed aboard the Andy Warhol train and how I think it might just be his knack for promotion which got him to the station and just might keep him there longer than 15 minutes.

1--Storytelling. The "story" in marketing is very often a key factor in business success. Our favorite commercials, ads, TV shows and movies always tell a great story. Companies pay dearly for good story tellers, also known as highly-paid marketing executives, copywriters, screenwriters and so on. On my best day, I could not have created Dog's story. It's too good to be fabricated!

Imagine trying to come up with this: an ex-con turns bounty hunter/he has 12 children/one son works with him, one son is in jail/we'll give him a huge can of mace since he can't carry a gun/we'll put him in Hawaii-it's beautiful there/we'll get Ozzy Osborne to sing the theme song! You'd never get this story past your inner critic, would you? That's what makes Dog's story work.

Look around your business and find your story or stories (you may have more than one). Write your stories down. If you get stuck, find a Public Relations expert or a copywriter. They can help you see the stories in your own business and help you weave them into good marketing.

2--Passion. This guy loves catching bad guys. The entire team gets downright "fired-up" when they are chasing someone. It is always affirming to see that kind of drive and determination. No matter what your job, if you feel the same way about it as Dog feels about bounty hunting, half your work is done.

3--Confidence: He is not "a" bounty hunter, Dog is "<u>the</u>" bounty hunter. He knows he is the best at what he does, and I don't think they have official Bounty Hunter Games to crown a winner. He just took the crown, and he has the track record, expertise and attitude to wear it well. He tells his story well, he's passionate about it, and he's confident in his own abilities--a well-worn recipe for entrepreneurial success.

4--Know your Customers. Actually, Dog was convicted and sent to prison in the late 1970's, so he knows all about those folks living on the wrong side of the law. That's a rather drastic step for market research, but his background does enable him to look from his customer's eyes. He knows what they need, knows what they want, and knows where they are. Again, this knowledge is something large corporations pay dearly for, because they are no longer as close to their customer.

Deborah Crawford, owner of Smart Marketing Works, helps small business owners creatively and strategically market and grow their businesses. For more information on smart marketing for your business, visit http://www.smart-marketing-works.com.

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