Pawn Shop Advisor Blog

Steal This Line

I've been dealing with the media a lot lately because of a publicity campaign I currently have going for my book on the pawnshop industry, Pawnonomics http://pawnonomics.com/ and this afternoon I did a radio interview that lasted nearly 20 minutes. The reason I'm doing this publicity campaign on the book may surprise you. It isn't just to sell books.

I've had many opportunities and interviews in the past couple of months to not only explain the pawnbroking industry to the general public, but also to distance the pawnbroking industry from any other form of short-term consumer credit available. Gee - if you're wondering why I would want to do that, just let me know. I'll catch you up to speed in a personal message.

When I do these interviews I do not script exactly what I'm going to say, but I do keep plenty of notes in front of me with many facts and figures answering the obvious questions I will be asked. I do always do a bit of research on the journalist, show host, or interviewer I will be speaking with. I do this because I want to make sure the interview will prove interesting to their respective audience. And today's was a fun one.

It was on a religious radio station in a very large metropolitan area in the US and the show host interviewing me was just a delight. She asked all the right questions and I had a great opportunity to paint a positive picture of our industry for her listeners, and also to explain to them why pawnshop loans are a totally unique consumer credit product.

Towards the end of the interview she thanked me and asked if there was anything else I would like to share with her listeners. Thank you - here's my big chance. I told her there was probably one additional thing that I should share with the audience about pawnbrokers. I also told her this is something that's usually not talked about because it's not necessarily good for business.

Oh boy - sounds like a juicy tidbit - what am I going to reveal?

I told the audience that pawnshop loans are not always carried out because of what the pawn broker has in his head and what the customer has in his hand. I said that sometimes pawnshop loans are given out because of what the pawn broker has in his heart. Any experienced pawnbroker knows this however, very few will share this fact with you.

For the most part we are an unassuming bunch. I told the listeners that operating a pawnshop is not necessarily the easiest job to carry out emotionally. You're dealing with real people experiencing real problems and there are many times when compassion and empathy play a big role in making the proper decision to meet your customers needs. The interviewer swooned.

She told me she had never looked at the pawnshop industry in that manner. She also said that now she could fully understand how pawnshop credit is totally different than anything else available. Of course, I told her she was correct. I told her that no other form of short-term credit addresses the customer's needs directly, more than the pawnbroking industry.

Okay - I'll admit to you - I'm not really sure where that line came from. Probably from my heart. It's true, and you know it. I had just never thought of saying it in an interview before. Needless to say I wrote it down and we'll be happy to use it again. You should to if you get the opportunity. Because dealing properly with the media will not just benefit your business - it will benefit the entire industry.

Because of this, I've included an entire section in the Pawn Shop Advisor(tm) coaching program entitled "Media Systems." In this section I detail for you every proper step you should take when dealing with the media in your business. This section alone will turn you into a media professional. What's that worth to you? Plenty. I produced to the Pawn Shop Advisor(tm) coaching program http://www.pawnshopadvisor.com/main.cfm to directly benefit your business. But I also produced the program to directly benefit our industry. And I am confident enough in my program and our industry to guarantee that it will do both.

Keep your eye on the target and your mind on the goal,
Stephen Krupnik

P.S. Many pawnbrokers are writing me saying how thrilled they are with their program and also with the bonuses they receive. But these bonuses will not last forever. Only the benefits you receive from them will. http://www.pawnshopadvisor.com/main.cfm

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