Newspaper article Pittsburgh Post-Gazette (Pittsburgh, PA)

Branding Guru Spreading the Gospel of Self-Promotion to Pittsburgh

Newspaper article Pittsburgh Post-Gazette (Pittsburgh, PA)

Branding Guru Spreading the Gospel of Self-Promotion to Pittsburgh

Article excerpt

After a run at becoming a blockbuster screenwriter and actor only resulted in a full-time job as a Hollywood cabbie, in 1999 Clint Arthur found himself jaded by dreams of celebrity.

Determined to refocus his energies and put his Wharton Business School background to use, Mr. Arthur turned his personal quest to maintain a raw food diet into Five Star Butter Co., which he brands as the world's only wholesaler of certified organic, portion- controlled gourmet butter.

More than a decade later, the New York native has used gourmet butter, presidential politics, New Year's resolutions and the business of branding to propel himself into the limelight of local and national television cameras more than 60 times.

While the journey to overnight celebrity was more of a six-year claw from small-town television shows to featured segments on NBC's "Today" show, the bulk of Mr. Arthur's appearances these days take place in front of entrepreneurs hoping to follow his footsteps to fame.

"Anybody on television is a celebrity," said Mr. Arthur. "There are more than 300 million people in the United States, less than one one-thousandth of them go on television. If you make it on television, you are doing something special and unique and that makes you a celebrity."

Hoping to spread the gospel of self-promotion to Pittsburgh's entrepreneurs, Mr. Arthur will address the "No B.S. Marketing" event today at the Sigmas Conference and Event Center on Babcock Road in Shaler. Guests will join a list of hundreds of others who have taken Mr. Arthur's online webinars, which includes the $10,000, 90-day "Celebrity Launchpad" program and the $1,995 "Instant Local Celebrity" package.

Based on his self-published guide, "Break Through Your Upper Limits on TV," the event is meant to give guests a window into a process that he said has helped more than 200 of his student promoters book 1,045 television appearances over the last two years based on topics ranging from auto advice to in-home funerals. …

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