Second, congrats to David, as Logic + Emotion passed the 500-link mark a few weeks ago.
When you read the above, what did you think? Probably something along the lines of 'Hey that's great for David, but wow Mack's full of himself today!'
Why? Because we don't want to hear people sing their own praises. Many marketers and advertisers have never figured this out.
What's the tagline to Pedigree's latest campaign? "Dogs Rule." If you're a dog owner, what do you want to hear; that dogs kick ass, or that Pedigree kicks ass?
Let's say tomorrow you need to buy dog food, and you're trying to decide between Brand A, and Pedigree. While you are trying to decide, you remember that in their ads, Brand A says that they rule, while Pedigree says in their ads that "Dogs Rule." Since you also think that Dogs Rule, and you think that Brand A is busy tootin' their own horn, you'll probably buy Pedigree.
Because Pedigree went second.
Here's what Sarah McLachlan said about the creation of the music video for her song 'World on Fire':
"I wanted a video that wasn’t about me and wasn’t preachy, but one that would help shine a light on the tragedy and turmoil in the world and also show the beauty and strength of the human spirit.”
The video wasn't about Sarah, it was about helping people around the world. And it did, the $150,000 budget was instead given to charity, and over a million people had their lives bettered, as the video detailed exactly how this happened.
And Sarah even got a Grammy nomination for a video which many people believe to be one of the best music videos ever created.
All because Sarah went second.
Kathy Sierra explains how Creating Passionate Users is in the Technorati Top 100, and how her Head First series of books sell so well:
The secret is simply this: you have a much better chance for success when your business model makes what's good for the users match what's good for the business, and vice-versa. Our books are best-sellers not because we're better authors or teachers (a meritocracy), but because they were literally labors of love.
Then she adds this:
Nobody cares about your company, and nobody cares about your product. Not really. They care about themselves in relation to your product. What it means to them. What it does for them. What it says about them that they use your product or believe in your company.
Remember Dove's wildly popular 'Campaign for Real Beauty' spot that became a YouTube sensation? The spot was such a huge success in great part because it put the customer first. It told women that it was ok if they weren't a supermodel, and in fact that they shouldn't try to be one. It removed the guilt. Selling their products wasn't the focus, the customer was.
But their follow-up effort for Dove Cream Oil Body Wash wasn't as well-received. For this spot, which was seeded on YouTube earlier this month, the commercial was shown on YouTube's front page, with the instruction from Grey Anatomy star Sara Ramirez to help Dove create their next ad for the Oscars.
The reaction from the YouTube community? Disgust. In fact the video got so many negative comments that Dove turned off comments on the video, which led to the angry YouTubers migrating to the Dove brand channel on the site to voice their displeasure. One commenter explained: "OK, you have money, so you bought your add[sic] on front page. But it ruins the meaning of YouTube-sharing videos and commenting [on] them."
Why the disconnect in the reaction to the first and second Dove spots? Because Dove put the customer first in the initial spot, then tried to 'capitalize' on the viral success of the first spot, by focusing on selling more product in the second spot.
We don't want to hear from companies about how they are first, that doesn't inspire us. And we don't want to be sold to. We want to buy from companies that are smart enough to realize that if they put us first, they will earn our business.
That's it. So simple, and yet so rare to actually see.