My voice is a bit hoarse today, but you can’t read it through the newsletter.
The reason?
I was belting out “Karma is a cat,” “You’re being too loud,” “I’m the problem, it’s me,” and other assorted Taylor Swift lyrics in a cinema hall with a few hundred swifties.
After the screening, I checked some more info about the movie launch.
And it’s a masterclass in content design.
***
The whole Eras Tour Movie campaign was done to maximize the fans’ experience and create a deeper connection with the brand Taylor Swift.
There are limited screenings, and they are designed to mimic the real-life concert experience. The shows run only Thursday through Sunday, and there are limited dates for each country.
With the movie draught we’re currently experiencing, Swift could’ve easily gotten additional screening slots at a discount.
But she knows that more screenings will dilute the experience.
Just think about it.
More empty seats. More people who were dragged to the screening by friends and didn’t really want to spend 3.5 hours watching a concert. Fewer people in pink and sequined dresses, sharing friendship bracelets and… well, belting out most of the lyrics while dancing in their seats.
Taylor Swift knowingly sacrificed additional revenue to maximize the fan experience. By doing so, she also introduced scarcity, making her opening weekend and overall screening numbers break all the records.
***
As marketers, we often hedge our bets.
“Let’s make the promotion longer.”
“Let’s try to please more people.”
“Let’s expand the reach.”
But by niching down, aiming for the exclusive, and trying to service our truest fans, we can win more.
Make your content the ideal fit for your core audience, and you’re set for success.
Focus matters,
🫶 P.S. What brands masterfully service their fans? I’d love to hear your examples!
———
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📂 From the Archive
The Practice: Shipping Creative Work Through Curiosity, Generosity, and Connection [Book Notes]
This has become one of the books I most like gifting. Being a digital professional can feel overwhelming and lonely, but “The Practice” will help you feel a little less lost and a little more seen. The book will inspire you to do bolder work and stand by your values. Even if you’re quite busy with Q4 in full swing, you can check out my summary for the key concepts.
👌 Handpicked stories for you
Mastering content quality: The ultimate guide
I’m sure that the proliferation of generative AI will only make search engines value quality more. This article covers some more complex elements of quality. And the list of 35 questions at the end can serve as a good writing checklist to incorporate into your standard content production process.
10 literary devices to improve your copywriting
This action-packed LinkedIn carousel shows — through examples — how to use words to your advantage. One useful exercise I can suggest: open the post and your latest piece of writing side by side and try to incorporate each device into the text. Even if you don’t end up keeping it all, you’ll make your writing better.
The Attractive Character: How to Build Your Own From Scratch
This is a concept you can use in branding, both for your business and for your personal brand. It helps you to create a character that represents your brand’s ethos and is relatable to your audience. I just tested the process myself, and… I might just send it to all my clients on Monday!
The VFCA copywriting formula
VFCA is a helluva way to get readers to respond with their highest level of engagement. It stands for Visceral Opener, Fresh Perspective, Challenge, and Anaphora. Justin Welsh explains the formula in this Twitter (I’m never calling it X, sorry!) thread and shows it in action.
4 ways to find unique content ideas from real-life insights
If you’re just starting out with content planning, this post will come in handy. It’s a good recap of the sources you can use for ideation: colleagues, clients, and competitors.
🎂 1 year anniversary for me, and a gift for you!
I launched the “Strategic Content & Messaging” video course a year ago. To celebrate the occasion, I set up the biggest discount since the launch.
👀 Interesting stuff to click on
- This deep dive into the music bubbles we inhabit – I never thought music was so geographically specific and so trend-prone. But it is!
- Weekly cat – critical system failure!
I hope these put a smile on your face!
🔥 That’s a wrap! Before you go…
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