I don’t want to sound ungrateful because the Second Chance airing on the hit CBC Dragons Den was incredible publicity for my business, Tail Wags Helmet Covers. The phone hasn’t stopped ringing, the orders are still pouring in (and it’s been one month since our air date), and the brand recognition of Tail Wags has skyrocketed. It’s impossible to pay for the kind of publicity national television (Dragons Den has a television audience of approximately 2 million viewers) can bring to small businesses. BUT … I want to set the record straight on 2 aspects of the Tail Wags episode that aired on January 11th, 2012. First of all, I knew my numbers but the way the show was edited made it appear as if I didn’t have a clue what I was talking about. For example, in the actual taping, one of the Dragons asked me what I expected my sales to be once Canadian Tire was carrying the product line. I told them between $350,000.00 and $400,000.00. Meanwhile, during the episode that aired on January 11th, the producers “cut and paste” my answer so it followed the question regarding anticipated profits. Of course, my profits won’t be over $350,000.00 (wouldn’t that be nice)! The other issue occurred when the camera “paused” on my face, thereby, making me look like a “deer in headlights”. I didn’t even know about this editing technique until someone in the industry told me about their little secret. Tricky eh? In other words, if you’re a fan of the Dragons Den, please keep in mind that what you see is not always an accurate reflection of what was actually said or taped. CBC is interested in producing popular television and that involves a certain amount of sensationalism. Whether or not any business succeeds is not the goal of the CBC. I understood this before I was taped and I signed on the dotted line giving the producers permission to edit at their discretion. All in all, it was a win/win for Tail Wags and I’d do it again if given the opportunity. But my ego is too big to simply let people think I didn’t know my financial numbers. Have you got any other “burning” questions about television appearances or media interviews? If yes, please feel free to ask.
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