Who is Ivan "Urban Action Figure" and what marketing lessons can he teach you?
Although I rarely watch TV, I watched the latest episode of Master of Champions last night. And I was reminded of some valuable marketing lessons I want to share with you.
First, in case you don't know what Master of Champions is, it's a talent show that features people with amazing off-the-wall skills.
For instance, last night, they had two guys who do amazing on-stage acrobatics and breakdancing, a guy who cuts vegetables by throwing playing cards at 90 miles per hour, another guy who uses hydraulics to jump cars up to 7 feet off the ground, and two teams of yo-yo masters.
A pretty eclectic group, wouldn't you say?
If you saw their performances, you'd be hard-pressed to say which one is more talented. Nevertheless, all three judges unanimously agreed that Joe Eigo's performance was technically more difficult and better executed.
So why did Ivan "Urban Action Figure" win?
Because despite what the judges said about the technical aspects of Joe's and Ivan's performances, the crowd liked Ivan better!
And why did they like Ivan better?
Because he connected with them. He made them feel like they were a part of his performance. The louder they cheered, the more Ivan performed.
Joe, on the other hand, removed his shirt at the start of his performance to show off his ripped pecs and abs. Women cheered, but guess what? The entire time, Joe seemed to be on a pedestal. The crowd must have thought, "Wow, he's awesome, but he's not one of us."
The crowd embraced Ivan because they felt a strong connection with him. Ivan seemed more real.
So what's the marketing lesson here?
In the end, marketing is not about what you're selling, but rather about how you connect with your audience. If you don't connect, it doesn't matter how excellent your product is. Your audience won't buy. But if you connect, and your product is "good enough," you'll sell your goods by the truckload.
Learn from Ivan "Urban Action Figure". Connect with your audience and profit.
P.S. There's a 2nd marketing lesson here. Can you spot it? Post your guess in the comments and I'll let you know if you get it.