🎥 Is Your Marketing a Documentary or a Movie?
In my 30 years as a marketing strategist, I've learned an important lesson:
What you do in your business every day is way more interesting to customers and prospective customers than it is to you.
Think about how many successful TV shows are just behind-the-scenes peeks into work: Dirty Jobs, Ice Road Truckers, Gold Rush, Selling Sunset, and dozens more.
Why do they work? People want to know how other people's jobs work, because they think their own job is boring.
The easiest marketing strategy is also one of the best marketing approaches. I'll break it down for you
here:
Just show people what you do, why, and
how
As an example, I could point to a social media superstar here, but you might
not believe it's possible for you and your organization to do the same.
So here is
a young woman with 26,000 followers on TikTok who makes videos about being a CORN FARMER. That's it.
You can do the same. But you have to think of your marketing as a documentary not like a
movie.
Real (or real-ish) stories. Behind-the-scenes. Unvarnished.
Especially in this age where businesses are trusted less than ever, in many cases you don't want your
marketing to be too polished. Ironically, that kind of perfection can diminish trust.
Just give your customers and prospects a peek behind the curtain!
EGGSCEPTIONAL EXAMPLE
My wife (more
on her below) insists on eating one organic egg per day. Some kind of diet or health thing, but since I don't eat breakfast I kinda tuned the whole thing out until now, when this daily egg habit is costing me about $43,000 per year.
I may sell all the tequila and buy chickens, at this rate.
Anyway, she finished a carton of Vital Farms eggs yesterday (we may have to sell the car), and gave me the container.
It includes a website address and a special code to see a 360-degree camera of where these chickens live.
They are literally using CHICKEN CAMS as a marketing strategy.
I love this idea so much:
- Turns customers from
passive consumers to active participants
- Mutes the "these chickens are abused" narrative
- Creates tracking data for the brand
It's a perfect documentary. Did I look at the chicken camera? Of course. And you probably will, right?
