3 lessons from Gillette for content marketing
Marketing hit the news this week with a whiff of aftershave. Shaving? Controversial? That male rite of passage that often starts around 12 years old? I remember my brothers’ sudden interest in shaving apparatus and the creams and lotions that accompany it. New smells from the bathroom!
Now everyone’s talking about shaving. At least for the moment in certain contexts. We’ll come back to this thought.
CNN for business reports crowding in the men’s razor market. According to CNN, the new controversial Gillette shaving commercial was spawned because Gillette had to do something to stand out. They’re re-branding due to the fierce competition in their market. True and true.
CBS chimed in with their own take. So have thousands of other people. I first noticed the buzz on my LinkedIn feed this morning. A fellow marketer put up the YouTube ad link and posted a question. Love it? Hate it? Within an hour 65 comments had been posted! Being curious as a marketer, I skimmed all 65.
Here’s a link to the Gillette ad that’s generating so much buzz about life, marketing, and especially #metoo. https://youtu.be/koPmuEyP3a0
Lesson 1: Good marketing starts a conversation.
Gillette sparked a conversation. Look who’s talking! Major news sources are. Social media is. Your friends and coworkers are. You can’t reach clients without talking to them in some way, shape, or form.
Lesson 2: Good marketing tries to step into the shoes of the target audience.
Someone in Gillette’s marketing department has been researching their clients’ challenges. When you find you’re in a hot mess, you appreciate someone who’s willing to step in it with you. Misery still loves company. Bullying. The #metoo movement which has been shaking things up for fathers, grandfathers, bosses, and co-workers. Love it or hate it, you ignore this issue at your own peril.
Lesson 3: Good marketing focuses on the power of ONE. One big idea.
Gillette’s marketing is short and sweet: We Believe: The Best Men Can Be. It ties into their tagline -The Best Men Can Get. I have formed my own opinions on this topic. I’m sure you have, too. Nevertheless, if Gillette had tried to also include something about the controversial wall or the environment, they would’ve lost their audience’s attention. Too many ideas confuse. You confuse, you lose. I’m betting Gillette is on the right track for more sales this quarter!
Take a page from Expert Secrets. Throw out ONE marketing hook at a time.
Do you need help with storytelling that starts a conversation? Need clarity finding your audience’s challenges or pain points? What about content marketing that focuses on ONE big idea, ONE hook at a time? Let’s do some powerful business brainstorming today. Or just throw the idea at me, and I’ll run with it for you! email@example.com
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