Even the phrase makes you a little uncomfortable, no? But that’s good. It’s how you know you’re doing something interesting. Peel your proposition down to its most naked state and then get it across in a way that can’t be ignored. That’s the benefit of using both sides of the brain. It doesn’t have to hurt, in fact, once that process is started it can be very liberating.
HERE COMES THE FUTURE
And it’s not like anybody guessed. Standard marketing is out the window. People are too busy, too savvy, too jaded and have too many options and too many companies trying to capture their attention. If you’re going to market, you’re going to have to get more honest, more real and much more creative and engaging.
LET’S GET ENGAGED
It isn’t enough to “tell” people anything. The old adage was “telling isn’t selling,” but “selling” is no longer cool. The name of the game today is engagement. Whatever you do, it has to be engaging. Sometimes that may mean an emotional engagement. Sometimes an intellectual one, or an interactive one. Sometimes it could mean something actually physically engaging. With today’s attention span, if you’re not engaging, you’re history.
AGE NO LONGER APPLIES
People are thinking younger, and some younger people are thinking older. There’s a weird mix of young conservatives and old liberals. Sometimes, you have to reach the right mindset, not necessarily the right age.
WHO’S THE NEW BLONDE?
The world is always looking for a new blonde. In the 30’s it was Harlow, then came Lana Turner, Veronica Lake, Gloria Grahame, Marilyn, Bardot, Twiggy, Verushka. In the seventies it was Cheryl Tiegs, then Christie Brinkley in the 80’s, Madonna and Claudia and Anna Nicole. There’s always at least one, so who’s next? This is allegory. We’re not just talking blondes here. But, of course, you got that. What will be the new standard? Do you know what your new blonde is? Do you know what it will be? Is research going to tell you? Maybe. Maybe not. Besides, sometimes the new blonde is an old brunette or a bottle redhead.
IF YOU WANT TO BE A STAR, BE PREPARED TO PAY FOR IT.
Of course, with our Hollywood pedigree, we’re used to working with stars, and creating them. It ain’t cheap. But the return is great. And if it’s done right it pays huge dividends for a long, long, long time. Just look at how many dead stars are still earning big dollars. (Betty Page made $10 mil. last year. So did Albert Einstein. Marilyn made $15 mil. Bob Marley $18 mil., Liz Taylor $25 mil., Elvis $55 mil. And Michael Jackson $170 mil.)
They say a picture is worth a thousand words, but one word can motivate people to act more than any picture. Do you know what that word is? Free. Sadly, that is the most powerful word in marketing. But even knowing that is a powerful thing.
If your message is right, if it comes from the truest place, it can pierce the hardest heart, or make the brightest minds jump gears. –
IT’S NOT WHAT YOU SAY, IT’S HOW YOU SAY IT.
Churchill could have just as easily said, “Gee, those RAF guys are great.” But who would remember that? Who doesn’t remember, “Never in the course of human events have so few given so much to so many.”
WHO DO YOU THINK YOU ARE?
Is it who your customers/clients think you are? When’s the last time you actually checked to see who they think you are? Who you think you are and who they think you are may not match. Is it important? Hell yeah! How do you talk to them like you’re George Clooney when they think you’re Jim Carrey? It’s not just what you say and how you say it, it is also about who is saying it.
ARE YOU COMFORTABLE?
If you are, that’s no good. Then you’re not taking any chances…and when you don’t take chances you don’t grow. They can be qualified chances. Well researched chances. But dream. Do something new. Shake it up.