What comes next is production. We want something to chew. We want to sing along. We want it to make sense in our lives. We want to know all the words. We want to collect it.
We want to take it, modify it, make it our own, make it our own version.
Old Town Road isn’t a hit just because the song was catchy. Gazillions (that’s a real number) of people used it on TikTok to do their own thing with it. They started with Lil Nas X’s product, but eventually felt like the owner.
Do something and put it out there. Make it memorable and unique and give it a flag and something people can cling to and take as their own. And that’s what messes up people and confuses companies, and why marketing is so crappy. Because we create “material” and “content” that are designed to sell something that is not inherently bad, but not interesting at all.
And forever you have to use as many channels as possible. Posts, letters, audio, video and whatever else makes sense. Postcards. Phone calls. SMS texts. But ONLY if you contribute to the anthems of the people you want to serve.
Only if you bring something to the picnic.
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