Did you watch the Royal Wedding between Henry and Meghan?
Though the numbers vary wildly, some estimate that 2 billion people watched the British nuptials.[i]
Why so many? 3 reasons.
1. Otherness: People love the royals because of the perceived “otherness” between royalty and commoner. Even in America, with our fierce, independent spirit, we have a draw to the royal life. The idea of being royal and living such a set apart life is fascinating. As a result, royal news is big news.
2. Dreams Come True: Meghan is American. The gulf between royalty and commoner is bridged in the wedding. In Meghan, a good old American gal from Canoga Park marries the 5th in line to the throne and becomes one of Time Magazine’s 100 most influential people. She reminds people that dreams come true.
3. Hype: This wedding is the true definition of the overused word, “ubiquitous”. Henry and Meghan were everywhere. They were on every channel, both social and traditional. Even now, you can find commemorative magazines in the grocery store checkout. The coverage began long before the wedding, and it will continue long after.
What does any of this matter? Well, for your small business, these principles matter a ton. If you can tap into them, you can grow your business, create a marketing campaign, and build customer loyalty.
Though these principles apply to every business, take the eye care industry for example. Let’s say you want to increase your frame sells. If you want to do that, build a campaign around a new frame line that you are carrying. Do this:
1. Otherness: How are these frames different? Are they exclusive to your practice in the area? Are they a limited run? Will they not be offered again in the future? Does your patient have the opportunity to own something unique?
2. Dreams come True: Create a story surrounding these frames that give the impression that the future owners will be a part of something larger. They will be able to connect with a lifestyle that is associated with the brand. They will be like celebrity endorsees. They will gain social status by purchasing them. Somehow, in owning them, they will transcend their mundane day to day lives.
3. Hype: Start telling your patients about them ahead of time. Create an event around the week of their launch. Host a fashion show or a party on the day they are released. Run live on Facebook and Instagram. Give patients the opportunities to be models. Nothing is too over the top.
These principles apply to whatever business you are in. Connect these principles to your product and then to your people and watch your business grow.
If you need help putting together a marketing campaign (or even one for the year), please contact us at ProSight Success. We have been in the marketing business for 20 years, and we would be glad to help you. Just email Gordon at firstname.lastname@example.org, and you can get started.
Gordon Duncan is the CEO/Consultant of ProSight Success and has trained employees for nearly 20 years.
ProSight Success has several tools to help you with all of this. Our international bestseller, Practice Progress, goes deep into the philosophies above. You can find the paperback at Amazon.
However, your best value is the full 7 Step, 7 Book ProSight Success System. We offer it in 3 formats:
Digital ProSight Success System
Paperback ProSight Success System
And our best value: the ProSight Success Workbook that includes a digital copy and a free hour of consulting.
Of course, Gordon Duncan, our CEO, is also available for private consulting. Email him at email@example.com.
Gordon Duncan is an award-winning educator, salesman, teacher, manager, and writer. He has taught in the public school system, lobbied for school's accreditation, managed eye clinics, led sales' teams, and also publishes books on theology, church, and culture.