If you have a unicorn in your care – and you know who you are – it takes a special kind of guidance. You need creative pathways to guide your mystical being into the world. The key question is: who else will believe in it? Who sees its beauty and potential?
Marketing your special product, service or system (your unicorn) is part science, part art, and all heart. Think about what the big brands do. The exceptionally successful ones make an emotional connection. You feel something when you think about them or talk about them. And when it comes to promoting something truly transformative, like economic innovation, ecosystem protection, or cultural revolution, the same burst of emotional energy is needed.
When was the last time you recommended something to a friend? We all do this, all day in fact, without even thinking about it. It’s the way we participate in an exchange, a social “currency” in community. If we want people talking about your unicorn, we need to make them look good when they’re doing it. It’s tough to talk about something if you don’t feel confident doing it, or if talking about it makes you feel less confident.
The beauty is that your unicorn does have a tribe, and once you find them and help them feel good talking about it, they’ll do all your marketing for you. According to current social marketing research, almost half of what people talk about is personal experiences, so give your tribe the tools to make your unicorn part of that conversation. Sharing recommendations activates the same brain circuits that respond to food and money. Who’s to say what else it triggers.
Help people discover your brand through their friends and they’ll be yours forever. I’m here to help.