That’s the way it is with good ones, you’re sure you’ve heard them before. Bad Blake, Crazy Heart
I’ve been listening to The Black Keys lately, specially that album El Camino. I have to tell you I was immediately hooked. It seems like old music made new, like an Indy band is playing covers on old blues songs. And yet they’re not.
Here are my thoughts on how to apply the same principles to marketing.
1. You are not an artist
Understand and accept this; better yet own this principle.
I am not a musician, not by far. I am a marketer, I do what I love to do and people pay me to do it. Keep yourself humble and remember you are not the only creative out there. Save the Rock-star attitude for the press conference time.
2. A great song is not just lyrics
The media, the wording, the product and how you relate to the market are key elements for campaign success. But above all is the message, how you relate to the audience is what matters the most. Resonate with your target audience like a song who seems to be an old song they’ve heard before.
3. A Great artist stills
If you are going to look at someone else’s job, make sure you pay for it, but above all make sure to still it. You know the song “My Way” by… wait a minute Paul Anka? Yes, we all remember Mr. Personality himself Frank Sinatra singing My Way. Although Paul Anka is the original singer and songwriter, Sinatra’s performance is unparalleled, he made that song his song. He has stolen that song for generations to come.
4. Simplicity is the ultimate sophistication
If you are anything like me, you will probably obsess over the quality of the final product, even risk to delay its launch and have everyone working for endless-days until it is perfect. Achieving perfection is time consuming and a never ending job. The best way to do this is to create perfect campaign for a particular audience. Write every single creative idea into post-its on a wall. The key to perfection is assessing what really is elemental to resonate with the audience. After all it was Antoine de Saint Exupery who said “Perfection is achieved when there’s nothing else to take away”
5. Practice makes perfect
Practice finding the key elements to great campaigns on accounts you want and you don’t have. Practice on those campaigns you hated. Practice on those customers who turned you down. Practice until it hurts and you don’t want to do it no more, and then practice some more.
6. Write 2-minutes songs
When you are able to see the key elements that will make your campaign resonate with your audience you’ll be able create great campaigns. Learn to do this as fast as possible, businesses don’t give second chances, if you delay to much a campaign presentation only to deliver something your customer doesn’t want it will cost you a lot of money. Not only from the customer that turned you down but from all the referrals you will not get.
7. Do burn your guitars
Jimi Hendrix iconic guitar burning moment happened when he felt he was playing so bad that audience was not paying any attention to him. He decided to sacrifice his guitar by setting it on fire. Or so the story tells. Burn your guitars, learn that you will not be able to get every single client and that everyone fails but winners never quit.
Update from comments
My Way lyrics were written by Paul Anka and set to music based on the French song Comme d’habitude composed in 1967 by Claude François and Jacques Revaux. ”My Way” is often quoted as the most covered song in history and its lyrics are not related to the French Song or it’s english version. More on Wikipedia My Way.