Trying to master online business marketing but feel lost? Looking for some marketing inspiration..from Taylor Swift? Yes please! Check out these tips for marketing your business using techniques that help drive the Taylor Swift marketing machine.
In 2015 I was working for a shoe company that sent me to a Taylor Swift concert for free. I know… pretty cool, right? My friend and I sat maaaaybe 10 rows back from the front of the stage and at one point Taylor herself was in some contraption that made her float right above our heads. To this day, it’s the best concert I’ve ever been to.
Quite frankly, it shouldn’t have been. The concert was on a Friday night at Gillette Stadium and I knew the next day I’d have to get up at the crack of dawn to drive 3 hours to my family’s place in Maine. Even with seats so close to the stage, the person behind me was pushing my chair forward so that I had no space to move front or back. The person to my right was doing the exact same thing. And at one point it started pouring (peep the poncho picture below).
What made the concert so great?
Was it the fact that the tickets were free? Nope. I would have gladly paid hundreds of dollars for those tickets. That’s how good the concert was.
Was it the fact that my seats were ridiculously close to the stage? That definitely helped.
There are two things in particular that Taylor did during the concert that took it from “this is good” to “this is abso-freakin-lutely amazing.” Pay close attention because these two things can and should be implemented into your marketing strategy if they aren’t already.
Speaking Directly to YOU
Gillette Stadium has a concert capacity for nearly 117K people and you can rest assured knowing that this concert was in fact sold out. Throughout the concert, Taylor would take a break from singing and instead would give motivational speeches that every Swiftie in the audience took to heart. 117K people felt like Taylor was speaking directly to them.
How do I know this? Because that’s how I felt. Sure, I knew she wasn’t speaking directly to me. I mean I was just one small speck in the crowd but the way she was phrasing her speeches made it feel like I was the only one in the audience listening.
Taylor never addressed her audience as “the audience” or “the crowd” or “you guys” or “ya’ll” or whatever you say to address a group of people. She never said “she” or “her” or “he” or “him.” Instead she said “you.” That’s it. It’s as simple as that. Her motivational speeches were directed toward a single individual within the audience and as long as you related to what she was saying, it felt like she had written the entire speech for you. A personal message from TS herself.
How to Use This in Your Marketing
When you create your own marketing material you should channel your inner Taylor Swift.
Pinpoint one person
Never address your target audience as a group of people. Instead, write your marketing material with a single human being in mind. (This is why having an ideal client avatar is actually really important.) The second you start referring to people as “you” in your marketing material is the second your ideal client feels more connected to you than ever.
Meeting the Audience Where They’re At
During those speeches Taylor made sure she was pinpointing specific things her ideal fans (ideal client) were going through. Things like feeling left out, being bullied, struggling to find love, etc. She also spoke about her ideal fans goals and how no matter what they were going through at that moment, their lives would end up being amazing and all their goals would be accomplished. She made all 117K of us feel like we could literally do anything we put our minds to.
She met her fans where they currently were at. She wasn’t speaking about something like becoming the boss of a multi-million dollar company or having children because that’s not what her ideal fan was going through. Taylor understood her ideal fan and only spoke about what she knew they could relate to.
Take it one step further and she physically met some of us where we were at, too. Remember above how I mentioned she was on a platform that made her basically float above me (see picture below). Yeah, she physically came closer to some of us in the audience which made it feel like we weren’t just watching her on a stage but we were actually getting closer to her as a person.
How to Use This in Your Marketing
There are two ways to meet your ideal client where they’re at.
The first is by really diving deep into who your ideal client is, their struggles, and their goals. Using that information, you want to write marketing material that speaks directly to those struggles and goals (using the second person YOU!). This could be in the form of a blog post, a social media caption, a YouTube video, or even the content on your sales pages and in your emails.
The second way to meet your ideal client where they’re at is by connecting with people individually. This would be your version of physically meeting people where they’re at. If someone comments on your blog post, reply. If someone leaves a comment on your Instagram post, shoot them a DM and say, “Hey thanks so much for your comment! I’d love to hear more about your business!” Reach out to people. Connect with them. Ask questions. And show that you care.
What should have been a terrible experience ended up being the best concert I’ve ever been to and it’s all because of how Taylor Swift handled herself. When you’re creating your marketing material, make sure you use these two strategies Taylor uses at her concerts:
- Speak directly to a single individual instead of addressing your audience as a group of people
- Meet your audience where they’re at right now by speaking about their current struggles and goals and by personally reaching out to them
Making these two shifts within your marketing material will form trust between you and your ideal client because it will be clear to them that you understand them, their wants and their needs and that you care enough to speak with them personally.