Consider a popular soccer team – say Manchester United (who also happen to be the best – yay!). Now supporters don’t share in the prize money, world fame, power and influence that the players enjoy. They have no share of endorsements nor do they ever even get to touch the trophy. So why bother? Why follow the brand to the ends of the earth? Why sit clued at the edge of your seat for 90 mins? And why tattoo their logo on your skin?
You see, there is a definite sense of oneness that strong brands and leaders establish with their followers and fans. The people are not so much supporting the leader as they, supporting themselves through the leader. When the Red Devils win, they feel like champions…and that’s what ‘s in it for them.
This is how powerful movements are built. And for the marketer behind them, it starts with a clear understanding of a simple fact, the people are there for themselves, not for you. People are all the while thinking, “what’s in it for me”. No one flips through the Herald newspaper, looking for which adverts to respond to, so that they can help the company…it’s for themselves.
Let this realization inform your advertising and marketing efforts.
“We are number one and we did this and did that” “We are proud to be associated with this and that” “We are grateful to have won this or that award” All this is the language of a marketer who is talking about what is important to him, not to the people who are reading it.
However, when you make it your mission to serve, to care, to deliver extreme value, to help your market…and you do it consistently and genuinely – time and time again…people start to care about you. When your market senses your genuine commitment to them, you win their hearts.
They become supporters and fans.
Eventually, even when you lose, many of your loyal fans will stick with you, disappointed that you didn’t deliver, you didn’t meet expectations, but still 100% behind you.
There’s a lot you can learn from Manchester United, the most awesome soccer team in the world!!