Our goal as online marketers and publicists is to produce and distribute “good” content, right?
We want to represent our clients and our company with the highest degree of respect and dignity and class and professionalism.
Good, that’s what we’ve been trained to do, not just by books and professors and mentors, but by society in general. Put your best foot forward.
Perhaps it’s time to rewrite the rules a bit and focus on being BAD.
Yes – BAD!
[If you've broken into hives, please calm yourself, it's OK.]
Let’s think about the really memorable content. Is it your mortgage company offering a good fixed rate? Or is it the really horrible, weird, shocking, nasty thing?
Exhibit A: William Hung
Exhibit B: William Shatner
Exhibit B2: More Shatner
Exhibit C: Kanye West
These “bad” things became quite memorable. And nobody was hurt during this. If you think Kanye’s interruption didn’t help Taylor Swift’s career, you’re not thinking clearly…
All three of these people increased their profile by being actively BAD. Kanye was actively drunk/stupid/evil, but still BAD. The Williams are just plain ol’ bad, but Shatner plays it for laughs.
Perhaps if our goal was to be MORE memorable and LESS by the book, we may be able to cut through the marketing clutter much better.
My questions to you – what companies utilize the “bad” tactics to market themselves effectively? Would you consider doing this for your company or clients?