“You did it, congratulations! World’s best cup of coffee! Great job everyone! It’s great to meet you.”
Hilarious, of course, but also a good lesson and reminder of the powerful force audacity plays in marketing.
When used wisely, for instance, when your claims can actually be backed up, audacity provides a pure advantage in the market.
But don’t discount its power—for both good, and bad, (as you’ll read below.)
And proceed with extreme caution!
False claims don’t go unpunished in the consumer-first economy that we live in today.
If you need social proof, check out any major review site like Yelp, which averages around 178 million unique visitors per month and boasts 184 million reviews worldwide.
These review sites can literally “make or break” local businesses and big brands alike.
But I won’t take that on today, maybe someday soon.
What I find amusing is that a vast majority of today’s thought leaders, social media influencers, and so-called expert go-roos (spelled wrong purposely for audacious reasons,) are self-proclaimed.
Just like the “world’s best coffee” in the Elf.
Say it, own it, believe it and so will they!
Crazy huh!
Well, that’s the wonderful place we call marketing—where the only limits are the limits of your thoughts and imagination.
The moral of this little muse…
… just don’t be boring, or you’ll be ignored.
Ordinary is ignored. Average isn’t worth their attention.
People are looking for the outrageous, the preposterous, the outlandish, the “WTF!” at every turn.
It’s exactly how The National Enquirer (the supermarket tabloid that was started in 1926 and is still around today,) built such a huge business—the crazier the cover headline, the crazier the cash register rings!
In fact, it’s almost comical these days how brands are tripping over themselves to out “claim” everyone.
But once someone comes up with something catchy or new, the competition quickly follows suit.
Seen any of the cell phone service or insurance commercials lately?
It’s the same exact thing, but different. Know what I mean?
Just a thought.
Speaking of thoughts, Napoleon Hill (worth a Google if you don’t know the name) wisely proclaimed, “Thoughts are Things.”
So, put your good thoughts and ideas into practice, go big and bold, and add a little audacity into the mix and you may find yourself first to the finish line.
“The Goat Testicles Solution”
Ever heard the tale of Dr. J.R. Brinkley?
It’s one for the ages.
Brinkley achieved national fame and notoriety as the “goat-gland doctor” after he began transplanting goat testicles into humans as a cure for male impotence.
His story gets even crazier as he supposedly bought his medical degree and was never an accredited physician, yet Brinkley went on to open clinics and hospitals in several U.S. states.
An infamous, yet wildly wealthy quack back in his day.
As treacherous as dangerous as this man was in the medical field, he was an ingenious marketing man—how else could he have fooled so many people?
Heck, according to Wikipedia, Brinkley ran two campaigns to become the governor of Kansas and almost won!
Brinkley is a case study of the power of audacity in marketing.
There is a great book I recommend on the subject and how it all relates to marketing written by Dan Kennedy and Chip Kessler called, “Making Them Believe. The 21 Principles and Lost Secrets of Dr. J.R. Brinkley-Style Marketing.”
The book illustrates and illuminates through the story of Brinkley four main marketing principles that are relevant for any business:
1. List a problem
…the more gut-wrenching, earth-shattering, lay-awake-at-night and worry problem you can tap into the better.
2. Present a solution
…preferably one that captures the imagination just like Brinkley.
3. Offer up yourself as the solution/savior
…a goal for anyone who wants to attract a large/loyal following
4. Tap into a well-defined niche
…as Dan Kennedy often says…” there are riches in niches.”
Stay unruly and a bit audacious out there ~
