Feelings, Futures, & Fun

I am currently reading the book Project Hail Mary, and it’s got me in a death grip. (Truth be told, I can’t wait to finish writing this love letter so I can get back to reading it. No spoilers! I haven’t seen the movie.)

I always wonder what it is about certain books and movies that get such a grip on us. The answer is usually that they make us feel. Suspense. Sadness. Wonder. Joy. In a world where so many of our daily activities are automated and boring – (reorder cat litter, run the dishwasher, put gas in the car) – getting a shot of wonder is a beautiful thing.

As marketers, business owners, and leaders, most of us spend our days helping other people make decisions. And truthfully, some of these decisions can feel a little mundane sometimes. But we still have the opportunity to make people feel something.

I’ve been watching some of the FIFA World Cup marketing campaigns, and I think IKEA Canada is the clear winner. They aren’t an official sponsor. But they still managed to bring joy, fun, and intrigue into their marketing – while capitalizing on the biggest sporting event in the world – by using regular, ordinary things.

If your marketing is feeling a little stale lately, focusing on the same messages over and over, maybe it’s time to inject a little emotion. What is a pain point that all of your customers feel? What is a moment where they feel joy? What makes them wrinkle their noses and say “eeewwww?” What makes them laugh out loud? Are you sharing those moments in your marketing?

You don’t need an IKEA-sized budget for this. I promise. Here’s a great example. Did that make you feel something? This is another fantastic example. Did that make you feel something? Do you know why? Both of those marketing pieces were human. Real. With real human stories and real human emotion. No fancy budgets. No in-your-face marketing. Just simple emotion.

Here’s your challenge for July, friends. Be a human. Talk to humans. Make them feel something. A shot of wonder is a beautiful thing.

“Customers don’t ask, ‘how’s the market?’ – they ask, ‘what should I do?'” – Sean Soderstrom, Courted

“Create a movement. Not a lot of individual moments.” – Diane Glass, CEO BHHS Chicago

“Virality is inherently ephemeral. And there is a cost.” – Matt Beall, Hawaii Life

“Fear of speaking up is really fear of being ostracized. But we’re afraid of being ostracized by people who are not our customers.” – Matt Beall, Hawaii Life

“What is the smallest thing your customer is searching every day?” – Bennett Richardson, NAR (This was so mind-blowing to me. Why do we always go for the big thing when the daily small thing is the most important?) 

“People want people when things are hard.” -Brian Boero

“There’s always a better way to do everything. You just haven’t bothered to think of it yet.”

– Andy Pearson, Liquid Death

“The future of our industry belongs to those who care deeply enough to create marketing they are proud of.” – Vanessa Reilly, Domo Realty

“Sit with people. Assume you know nothing.” – Margaret Mead

“Build for the one who struggles, and you can delight thousands. Understand one person deeply, and you can serve thousands.” – Chris Lim, REMAX

“When you learn what your customer prioritizes, you should dilate on that.” – Brian Boero (In this use case, dilate means “expand on an idea to unpack all its nuances.”)

“We can get the machines to tell us whatever we want to hear. But we don’t trust ourselves to make the hard decision, so we still need a human.” – Todd Shively, Ensemble

… the latest websites, books, & tools that are inspiring me, the people who are making me smile, and the stuff I have been writing on sticky notes.

A really lovely message from a friend (and my own personal realtor). Worth a watch. I know this will resonate with some of you.

A fun video that inspired this viral post. Who else is loving the global joy of the World Cup?

This one is not fun. It’s pretty terrifying. But also fascinating. Take a minute and look up where you live.

The best thing I have read lately. I want to get this poem tattooed on my arm.

And just for fun… a t-shirt I love.

 

Thanks for reading, friends! If you want to get these in your inbox every month, be sure to get on the mailing list. And if you are looking for a speaker who will motivate your organization to get up, get moving, and face change head-on, I would love to chat.