TV (and in general: video) can't be overlooked. The Internet is huge and growing — I've been on it since before you could read every website that existed (under 300) — and will someday surely eclipse television as the primary mode of information dissemination (it already has, amongst people with a true clue: you!).
The health, fitness, and diet industry is huge and homogenized. There are — and have been for years — people promoting health, fitness, and diet products and services via TV with only minor changes from the last promotion — and they make millions! Is that a good idea? It just is, and rule number one is to deal with the reality we've been dealt. Yea, changing it is a worthy goal, but you're more likely to do that by getting in the game.
Here's another reality: be perceived as an expert, guru…whatever, or perish at the hands of those who know how to get people to place an order. Here's what I think about "gurus," but, as a top-marketeer who I've been consulting with for months told me: you're going to be perceived as a guru whether you like it or not. And so are some of you other bloggers out there, or you're well on your way to that status. Do I like that? Unequivocally No. Is it probably true? Yes. Does explicitly going against that tide harm or help your effort? It probably harms it, because there's always someone ready to be the guru and exploit it.
So this is uncomfortable for me, and has been the chief obstacle to making something happen. It's very much outside my comfort zone, and if I am to use the notion of guru, then my preference is to make of everyone their own independent guru. I want everyone to be their own authority.
All that said in order to deliver the big positive: We can undercut all the rest. The Paleo, Primal, EvFit lifestyle works. It works for everyone, every time, so long as people are willing to turn to a more natural mode of survival.
Just a minor market share can provide rapid revenue, along with the great personal satisfaction I crave by bringing this information into a more public airing, into the mainstream, witnessing people getting their health and longevity back. It'd be in the local market. I would quickly position myself as an authority in this area. Nothing else does it better or quicker! Once some authority has been established publicly, by the perverse means of having TV producers do that for you, the impact on the business end will be phenomenal. There will be interviews, lifestyle and dieting editors calling, and so on. Things will take off.
I'm going to make this installment short, because I want to focus on the power of television. It is essential. I had intended to cover several topics, but I'll instead cover them in Part 3. I'll close by quoting a comment from Aaron in Part 1. This is why your input is so critical. While this was already drafted in rough when that comment came in this morning, I had not thought of the comedic aspect.
If I took a shot in the dark about how to convince the mainstream masses that a paleo diet / lifestyle promotes perhaps the best health, then I think a cable-TV comedy show like "The Daily Show" would work better than books, websites, blogs, etc. These other outlets are great and necessary complements to a successful and stimulating and gut-splitting cable TV show, but the TV show is what keeps 'em coming back and spreads the gospel by word-of-mouth. Your angle has to be to make it about the evils (intended and otherwise) big pharma companies, the AMA and other government bodies, and the commercial food industry. You need to make fun of them in that sarcastic, yet oh-so-humorous way that John Stewart does and then offer the paleo approach (with the evidence to back it up–such as from your blog, Hyperlipid, Stephan's Whole Health Source, etc.) as the "like, duh, of course" alternative. In fact, you could bring proponents from both camps onto the show and roast the big pharma / empire AMA types but give special, fun, and entertaining roles to the paleo guests.
That, IMHO, is how you'd get mainstream America on board.
I was quite excited to read this, because my thinking has been more confined to just the business end of raising the money to get on (local) TV in the first place. I hadn't given much thought to what kind of format and I think this is an excellent idea.