You may be wondering why I used the
term "love story" in the title of the book. Speaking from personal
experience, having worked with some of the top brands in the world,
the stages of marketing and storytelling from conception to launch
often mirror that of a traditional love story.
From the first look (the first
time you meet someone) to the pacing (unsure about whether or not
you're romantically interested in them) to the "wait and see"
moments (when you really, really like them but aren't sure they do
so you don't get emotionally invested) and to the point of being
wooed.
From there, we move into building
anticipation, going behind the scenes (letting the person in more
and more) and finally, the launch / climax point.
Bungie and Activision executed
their marketing campaign flawlessly and they came out the victor.
They loved their product, they believed in it and they were willing
to invest in it so that more people could experience it.
If you approach your marketing
efforts like a love story and your customer base as the person you
wish to woo, you'll bring forth more passion, energy and excitement
to your efforts than you ever have before. Be vulnerable, open,
transparent, authentic and real and the rest will happen
organically.
Kaboom.