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Friday, June 15, 2007

Way to make a girl cry

22571319_2This has been a week of some unexpected tears. But happy ones. I would like to thank the culprits of cry and take this opportunity to point you to their very moving posts (and featured videos). 

Check out Scott's post. And then definitely watch the video he points you to; amazing how passion--from the most unlikeliest of sources--can move you. (psst: an update on how the story ended...on a high note!...is right here).

And then most definitely check out Mark's post that asks--and eloquently answers--"what we make" here. And (please!) do not pass go without watching the AMAZING video he points us to...when the speaker talks of the "noblest act of courage" I just lost it--and then Mark wrote the greatest post and I teared up again.

All posts and videos won't take you more than ten minutes (not including tears). Time well spent and I won't tell if the men cry a little, too.


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You see, I was right. We make relationships. I don't think you realize just how much I value ours, CK. When I think of what I get out of blogging, I can hold you up as the poster girl. Yes, you're that amazing. Soooo looking forward to hanging with you and Kris in July.

@Mark: Oh we'll have fun with our Belgian friend, Kris. But don't be making me cry again ;-). Truly amazing post--I just lost it so many times and have showed the video and the post to others (who don't blog).

Those were some awesome videos. The singer definitely picked a great Puccini song. I had to practice singing opera when I was a kid and those songs still resonate with me.
Then the teacher video...whoah! I passed that on to my bro-in-law who's a teacher.

Have a fun weekend.

Sorry to make you tear up - I'm sure they were happy, cathartic tears though (the good kind!).

Last night, as I watched Paul Potts' next performance and his pre-interview, in which he's brimming with confidence, I realized that there was more to it than his talent held up against his background. The songs that he picked highlight his talent, certainly. But he had to have known that opera isn't as widely popular as it once was (and probably not mainstream listening for the audience he was singing to).

So what did he do? Knowing and understanding the audience, he selected songs that are what I'd call "popular opera." That is, they've been sung by the great tenors and are recognizable tunes. That way, when Potts belted them out, the audience had a point of reference. When you couple that with his background, it's a real winner.

So I guess the marketing lesson here - if you really want to emotionally connect with your customers - is to understand their experience, perspective and motivation, give them a great story and then execute against that. It's hard to be unaffected by just such a situation.

Fantastic videos, indeed. On top of Scott's great marketing lesson, I think there's another big one at play here, too...

Expectations. When a world-renowned opera singer gets on stage and does his/her thing, we trust that he or she will be great. The talent we witness is superb, but it's to be expected.

On the other hand, when someone like Paul Potts gets on stage and belts his soul out to the world, we're in awe. We smile, we cry, we get chills all over. Why? Because we never saw it coming.

I guess it all goes back to that tried and true piece of advice: under-promise and over-deliver.

Time to go watch 'em again :)

Scott: Yes, he did give the audience context as I take in a lot of theatre but not opera and that tune rings familiar to me (and is sooo beautiful). While he did something unexpected (as we didn't expect such passion from him) he certainly practiced some smart marketing...but like I say on my blog's mantra, it's not only marketers whom we can learn from ;-). Can't thank you enough for making me cry with that clip earlier this week--I've forwarded it to a lot of people.

Ryan: Yup. Unexpected. Like we just covered in Book Club he "shook up our schema" of what we've come to expect. And he definitely over-delivered ;-).

And wasn't that post by Mark and the teacher video just out of this world? Wow (sniff).

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