Last Saturday, Brazil said goodbye to one of the greatest icons of communication and entrepreneurship. Silvio Santos, the man with the treasure chest, was not only an exceptional businessman and presenter, but also an inspiration for countless generations. His career, marked by an incredible ability to reinvent himself and captivate the public, leaves an invaluable legacy for advertisers, marketers and professionals in various fields.
At the age of 93, Silvio Santos leaves us, but his life and work lessons remain more alive than ever. At this time of farewell, it is important to remember and value the teachings he gave us over decades of dedication and passion for what he did. Below, we list ten teachings from master Silvio Santos, which are true pearls of wisdom for all those seeking to stand out in the world of advertising and marketing.
1. Humility
Silvio Santos has always maintained a humble demeanor, despite his immense success. He believed that by treating everyone with respect and humility, he could not only create stronger bonds, but also better understand the needs of his audience. A concrete example of this humility was the support he gave to Manoel de Nóbrega, a longtime friend and the creator of “A Praça da Alegria.” When Nóbrega faced financial difficulties, Silvio did not hesitate to help him, acquiring the rights to the program and ensuring its continuity. In addition, Silvio was known for helping many professionals in television and radio, such as when he gave opportunities to artists who were struggling or helped rescue programs that were about to be canceled.
2. Know the audience
Silvio Santos had a unique ability to feel the pulse of his audience. He was always attentive to people’s reactions, adjusting his programs and approaches as needed. A classic example of his attention to the public was the way he began working on the ferries that crossed Guanabara Bay in Rio de Janeiro, selling products and creating a direct connection with passengers. He used these interactions to understand what people wanted, adjusting his sales accordingly. Years later, this same skill was reflected in SBT’s historic programming, with shows like “Chaves,” which became a cultural icon in Brazil.
3. Resilience
The beginning of Silvio Santos’ career as a street vendor illustrates his resilience and ability to overcome adversity. In addition, Silvio faced significant personal challenges, such as the loss of his first wife, Maria Aparecida, and a delicate throat surgery that threatened his career as a presenter. He transformed these difficulties into motivation to continue reinventing himself and innovating in his business. Advertising professionals must learn to deal with obstacles creatively, always seeking new opportunities even in the midst of crises. His wife describes this period in the excerpt below.
4. Constant innovation
Silvio Santos was a natural innovator, always ahead of his time. He created new programs and companies based on needs that he identified in the market. The creation of “Casa dos Artistas”, which defied conventions and inaugurated the reality show genre in Brazil, is an example of how he knew how to innovate and capture the public’s attention.
5. Talent appreciation
Silvio knew how to surround himself with competent professionals, delegating tasks and trusting in their abilities. He recognized the importance of a good team for the success of his ventures. One of the most notable examples was the discovery of talents such as Danilo Gentili, who started out in stand-up comedy and, thanks to Silvio’s visionary vision, became one of the country’s top talk show hosts. Another example is Liminha, who started out as a stage assistant and, under Silvio’s guidance and trust, became a stage director and a charismatic figure at SBT. Silvio also gave birth to artists such as Maísa Silva, who started out as a child prodigy on the “Programa Silvio Santos” and became one of the top presenters and actresses of her generation. Advertisers should value their teams, recognizing that success is always a joint effort and that investing in talent can bring great returns.
6. Work as achievement
For Silvio, work has never been just a way to make money, but a true source of pleasure and fulfillment. His return to work even after facing health problems over the last decade shows his commitment and passion for what he does. For marketers, finding pleasure in work is essential to creating campaigns and strategies that are both effective and satisfying.
@aquela_cenaa 👏🏻💭 #fy #fyp #aquela_cenaa #status #success #motivational #fypシ ♬ original sound – Aquela Cena
7. Know your rivals
Silvio Santos was not only a great communicator, but also a profound connoisseur of the market in which he operated. He dominated both the entertainment and business sectors, which allowed him to make sound strategic decisions. His fierce strategy during the “war” with Globo, when he counter-programmed the premiere of major productions by his competitor with popular attractions, demonstrated his ability to understand the market and act decisively. He knew and said that “fighting against Globo was impossible”. But he always gave the all-powerful platinum-haired Venus a headache.
8. Strategic use of advertising
Silvio Santos has always had a keen eye for the power of advertising and how it can be used strategically. From an early age, he realized that controlling the communication channels was vital to the success of his ventures. By founding SBT, Silvio not only created a broadcasting station, but also a means to promote his other businesses, such as Baú da Felicidade and Tele Sena, through a unique integration of programming and advertising.
He developed a strategy in which advertising was done within his own programs, using the merchandising format to promote his companies’ products. This allowed SBT to obtain significant revenue and consolidate the image of its products directly in the minds of consumers. In addition, Silvio used his charisma and personal credibility to endorse the products he advertised, which further increased the effectiveness of his campaigns.
Another tactic that highlighted their strategic capabilities was the creation of programs that served as large showcases for merchandising. Programs such as “Roda a Roda” and “Baú da Felicidade” not only entertained, but also served as effective platforms for promoting their products, creating a continuous cycle of exposure and sales.
Silvio was also a pioneer in the introduction of “integrated action merchandising”, in which products were presented naturally within the context of programs, something that is common today, but which at the time was innovative.
9. Adaptability
Starting out as a street vendor, Silvio Santos adapted his skills to become one of Brazil’s biggest entrepreneurs. His ability to adapt to change and seize opportunities has been crucial to his success. In recent years, he was one of the first to see the potential of the internet and social media, integrating these platforms into his communications strategy. Advertising professionals must be flexible and adaptable, always ready to adjust their strategies according to market changes.
10. Passion
Silvio Santos always demonstrated an unwavering passion for his work, a characteristic that made him stand out in everything he did. This passion was evident until his later years, when he continued to present his programs with the same energy as always.
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