It’s crazy how quickly things can go viral when a message really taps into the conversation that the market is already having inside its head.
No better example of that than Oliver Anthony’s “Rich Men North of Richmond.”
Two weeks ago, no one knew this guy.
Today, he’s trending on Twitter, being interviewed by Joe Rogan, and his debut hit has skyrocketed to the top of the charts with over 50m views on YouTube.
The left wing of American politics is calling him a right-wing fanatic.
The right-wingers of American politics are calling him a left-wing fanatic.
All that tells me is the silent majority in the middle are lapping it up.
You can listen to it here… you’ll quickly hear what I mean.
The business lesson in all of this is as old as time:
You can’t create desire in the market.
All you can do is channel the desire that is already there.
Meaning, you have to meet your customers where they are, if you want your marketing to hit home.
Making this practical for you doesn’t need to be complicated.
What is your market saying?
What are they hearing?
How are they feeling?
How can you curate a marketing message that connects with that?
How can you, with your solutions, meet your market where they are, right now?
If you want to take it a step further — go ahead and audit your current marketing message. If it ain’t hitting, compare it against these simple questions.
What would you change?
How would you like to change it?
My two cents? The closer you are to the customers, the more you already know what you need to change.
– Karl Goodman