The following time a small enterprise proprietor asks you for an promoting tip that’s assured to work, inform them to comply with the technique used to advertise Olympic video games. That is proper. Olympic video games.
There’s a very particular blueprint, launched by the U.S. TV networks greater than 1 / 4 century in the past, that’s adopted in each spherical of the Olympics. Winter Video games, Summer time Video games. It would not matter. The identical “Magic Beans” are used time and again. So what’s the secret? Do they concentrate on the glamor sports activities? No. Do they promote the massive match ups? No. Do they hype the spectacle of the Olympics. No.
They do one thing much more vital: set up an emotional connection between the viewers and the athletes by broadcasting, prematurely of the video games, touching profiles of the athletes, highlighting their struggles, fears, goals. When the Video games arrive, the unknown athletes live, respiratory folks the viewers cares about — which was the aim all alongside. Make viewers watch by making them care concerning the athletes.
Word there isn’t a onerous promote, which is usually what you see in small enterprise promoting. As a substitute, the aim is to set up an emotional connection. This isn’t straightforward or easy. It doesn’t occur in a single day. And it solely works in the event you dare to be… human.
Cease being a stiff, company enterprise “bot” — and begin being your self. Folks inform me that my web site is “similar to me”. I take that as an ideal praise as a result of it means I used to be capable of join with a whole stranger. It additionally implies that my net pages are in contrast to another. I personal them. They’re me.
It makes a distinction that goes straight to my backside line. For instance, we captured the curiosity of a major advertiser as a result of the enterprise proprietor preferred that our “Meet the workers net web page” included a photograph of our canine and a few textual content that famous he was our “Listing of Safety.” He thought that was artistic and enjoyable — which was precisely what he wished for his marketing campaign. Most vital, he had related with us as folks. We had been not only one extra promoting company.
You’ll all the time do higher in the event you bear in mind this easy rule of promoting, which is on the coronary heart of the Olympics advertising and marketing technique: folks join with folks, they do not join with issues — not even a factor as large because the Olympics.