SAVVY The Business Magazine (cover: Sharrarne Morton SiriusXM Radio/Channel 141)

Sharrarne Morton, CEO of Morton Media has been in the media industry for over 20 years. She began her career in high school as the school newspaper editor and then went to college and hosted her school's radio show while majoring in broadcast journalism. She always knew that she wanted to be a journalist and in the media business. As a little girl, she used to hold a hairbrush in her hand and sit behind a desk pretending to be a news anchor. Or, she would take that hairbrush and pretend it was a microphone and interview her little brother.

After graduating college, Sharrarne worked in politics and then ran for office. Although she didn’t win, she scored BIG by being invited to speak on television. What was meant to be a one-time shot as a TV show guest, turned into a 14-year stint where Sharrarne was a popular and regular commentator on an ABC television station affiliate in Washington, DC. “It was so exciting, and I was just so blessed to have been offered such a wonderful opportunity. It knocked on my door, and I answered,” said Sharrarne.

As a television commentator, Sharrarne was presented with numerous opportunities to speak to corporate leaders, associations and non-profit organizations about the media, the power of television, and how its messaging can influence generations. While commentating on TV, she launched Morton Media (mortonmediatv.com) where she began to produce and host local TV shows as well as produce dozens of commercials for businesses. Sharrarne had those commercials aired on networks such as Lifetime, HGTV, MSNBC, OWN, FOX, CNN, MTV, BET, the Food Network, TV One and many more.

Sharrarne’s company, Morton Media (www.mortonmediatv.com) produces two national shows on SiriusXM Radio with millions of listeners. On one of her shows, Sharrarne coaches small businesses all over the U.S. on how to get to that next level of success. On the other show, Sharrarne talks about the importance of good health and wellness in communities of color. “Like the saying goes, ‘It’s who you know.’ “Getting a chance to produce and host a show on SiriusXM/HUR Voices radio was another opportunity that came from who I knew. My mentor and friend Carl Brown, Executive Director of the Small Business Development Center in Washington, DC asked me to join him on the show and we’ve been on the air for five years now. I’ve learned as a business owner that people do business with people who they like and trust. I was asked to help produce and host the show because I was known for my work ethic and trusted to get the job done. It’s absolutely imperative that business owners maintain good reputations. It’s like 12 of 24

your fingerprint. Wherever you go, your reputation goes with you and leaves a huge impression,” she said. After being on the air for a couple of years, Sharrarne pitched another show to SiriusXM/HUR Voices and her second show was greenlit. “I’m blessed and highly favored. I also work very hard to prove that I can do what it takes to get the job done. My business, Morton Media, was producing content for a national radio station and I understood the blessing of it all.”

Sharrarne understands the power of media (TV, radio, social) and how it can make or break a business. When she speaks to audiences, she explains the importance of promoting a business in the media – no matter what kind of business you own. After all, if you don’t advertise and market your business, no one will know about your business. “It’s imperative that small businesses have an advertising and marketing budget. You can’t make money if you don’t advertise and market your product or service. Even if you set aside just a few hundred dollars a month for social media marketing, it’s better than doing nothing at all. Being in business is tough, and being in business without promoting it, is even tougher.”

Sharrarne also believes that joining forces with a celebrity or other high-profile individual to help promote your business is an attractive choice for small business owners looking to break into new markets or dig deeper into their existing niches. Sharrarne partners with other businesses all of the time, and celebrity is, in fact, a very powerful currency. Being famous for fame’s sake has value in today’s society. Even if a small business owner teams up with a local celebrity such as a news anchor, that association can still have local star power. But like anything, fame can be fleeting, and business owners need to do their homework before collaborating with outside parties. Business owners should ask themselves if the celebrity will add value to the product and to the business itself. Also, consider why you’re choosing this person over anyone else and look at the person’s reputation in his or her own industry.

Additionally, Sharrarne says that business owners should consider payment arrangements with the celebrity and whether those arrangements are amenable to their business. Many celebrities will want equity arrangements. This means the celebrity will get equity in your company in exchange for using their name or likeness. And don’t look for the celebrity to help you make payroll or pore over financials. Unfortunately, that is not included in the arrangement. However, small business owners should seek collaborators who share their passion and vision and who are approachable and open to working with them. Star power can go a long way in bringing the business owner’s vision to fruition. Your business can benefit from Sharrarne's media training. Go to mortonmediatv.com and take advantage of all of the tips that Sharrarne gives on how to use the media to your advantage. Her training cuts right to the chase and reveals exactly how you can start or grow your business rapidly through the power of TV and Radio by reaching tons of viewers and listeners who want to buy your product or service.

Sharrarne also gives you an opportunity to work directly with her in one-on-one sessions. And as an added bonus, when you take her online media course, she gives you a listing of contact information for dozens of media outlets around the country so that you will know who you can reach out to that can help promote your business in the media – many times for free.

Sharrarne wants you to start or grow your own profitable business, even if you don't have any existing experience in Television and Radio. Go to mortonmediatv.com or email her at mortonmediatv1@gmail.com and reach out to Sharrarne directly. You’ll be glad you did.