The key to appealing to wider audiences

Republicans in the Senate are trying to pass a healthcare bill and are having quite a tough time of it (thank goodness). The holdup is that some senators, like Rand Paul, want to just completely repeal the Affordable Care Act. And then there's folks like Nevada's Dean Heller who think taking away people's healthcare might not be the best idea for a politician trying to win an election. And Mitch McConnell is in the middle, trying to find a way to please everyone. Of course you know this in principle, but when you try to please everyone, you please no one.

I was thinking about this today because I am consulting with a nonprofit that is concerned that their content is too “sharp,” and could turn some people off to the organization. They are trying to grow, after all. It seems counter-intuitive to think that turning people off is a good way to grow.

Ah, but it is.

We see this in the corporate world. Brands that have sharp personalities do better than brands that feel generic. Think about Apple for a second. Apple started as a company all about creativity. They were for the designers, the artists, the free thinkers, the outcasts. And it was cool. And eventually, we all wanted to be cool like them. Or think of GoPro. How many of the millions of people who have bought GoPro cameras ever jumped off a cliff or done a flip on a snowboard? It's aspirational. It's about the tribe you want to be in.

Same with your organization. Find your sharpness and fly the flag of your tribe high and proud. Passion appeals to everyone. Find your passionate core; it’ll be like a magnet to others who want that kind of fire in their lives.

Author: Michael Hoffman
Tags:
  • branding
  • Content
  • audiences
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by Michael Hoffman
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