Don't take my word for it - I might be making this up!

I’ve learned quite a bit about marketing Queensland style since moving here from the UK exactly 2 years ago. It appears that no amount of self-promotion is out of bounds as it’s unlikely that anyone will challenge it.

For example, if I was to brand myself as “Australia’s number one Media Trainer” then in very small print add the disclaimer “according to participants feedback forms from my media workshop” who would threaten to sue me?

I’ve put the disclaimer in the small print so it’s all good - isn’t it? If truth be told, I may indeed be the finest media trainer in Australia so perhaps I’m doing myself a disservice by not having that in our company branding but coming from a typically British corporate culture, I wouldn’t feel comfortable doing that.

The same could apply to my Monday morning radio show on Logan 101FM here in Queensland. If I was to say “Without doubt, the most listened to show on FM radio” then added in brackets (On a Monday Morning. . . .in Logan. . . on 101FM)I could almost justify that status but would that be misleading? Who reads the small print or the disclaimer at the foot of any advert?

My feelings about the Gold Coast “Cowboys” (not a football team by the way!) have been mentioned in previous rants (or blogs if you prefer!) so the self branded experts, lifestyle gurus and “oligists” don’t cut it for me but, when I see some of the claims made on LinkedIn within the profile section it leaves me speechless. This is obviously very pleasing to the current Mrs Bennett but not so helpful when I talk for a living!

Why would you say “Australia’s number one most influential Bull-ologist” if you had nothing to back up your claim. Actually, I know of at least 10 business owners who could claim that title but I wouldn’t think it was anything to be proud of. Using LinkedIn is like having your CV on line for the world to see so surely there has to be some element of truth amongst the claims? When we run workshops or training courses we always use examples to back up what we’re talking about. It adds credibility to the session and enhances our own reputation as it proves we actually know what we’re talking about. If you claim to be an ‘expert’ in your field and you are prone to exaggeration, one day you will be caught out and imagine how that would look on social media? 

Another status that puzzles me (let’s face it, that doesn’t take much) is where the description includes “voted amongst the top 500 most influential trainers/speakers/motivators (pick the one you like) in Australia”  so, does that mean that there are at least 490 who are better than you at what you do? Hardly a great enticement for potential clients to come to you or help to move your website on to page one of any Google search.

These days, when I have someone on the show who has a title that includes expert, influencer, mentor or even coach I dig a little deeper and try to find justification for their title. My listeners are so ‘over it’ when it comes to the ‘rainbow jumping unicorn riders’ who claim you can do anything or have anything you want because, trust me, our listening audience really can’t!

All the ‘experts’ tell us to “be authentic”, “be the real you”, “keep it real and people will trust you” and in most cases that is actually true however, how many of them actually practice what they preach?

I’m planning to change my own profile description on LinkedIn and Facebook this week and, the more I come to think of it “Australia’s number one media training radio presenter” does have a ring to it. . . . . . . .

Mike Bennett is an established media trainer and radio presenter now based on the Gold Coast Australia. As a former ITV UK regional cameraman and interviewer, he has over 25 years  of news gathering experience.

More information can be found at the  Company Website ,there is a dedicated LinkedIn  group at Media Answers Australia and a Facebook group also known as Media Answers Australia