There are few feelings quite as exhilarating as that moment when you first exit a movie theater after seeing a truly impactful film. It brings you back to the first time you saw a movie as a child, and you understood what it was like to be involved in a larger viewing experience.
In 1976, an unknown actor – with no money to his name – fought with a major movie studio to star in the movie script he pitched. With no money in his pocket, the studio offered to buy the rights to the story, with the promise of making the man a millionaire overnight. He refused until he was allowed to play the lead. The actor was Sylvester Stallone. The movie was Rocky, and won the Academy Award for Best Picture. Even all these years later, there is no more definitive cinematic underdog story than that of Rocky Balboa.
At the 88th Academy Awards, Sylvester Stallone was nominated for best supporting actor. He was also completely robbed in one of the most egregious voting decisions in recent history. I digress. Stallone has managed to do what so many actors, politicians and businesses fail to do – build a loyal audience.
Arguably, the more impressive feat here is Stallone’s staying power. To offer the two most critically acclaimed performances of one’s career 40 years apart is no small feat. Sly has taught us valuable lessons about communication with your audience.
Setting Expectations
Stallone’s acting career has never offered a staggering amount of range. But he has garnered fans due to the authenticity of his characters. For all intents and purposes, Sly is Rocky Balboa. Creed offered another look at a familiar character, and that alone brought people to the theaters.
Much like your company’s products and services, setting clear expectations is key. Having a customer pay for something, only to be thrown off by what they actually receive, can do irreparable damage to the account relationship.
More broadly, the importance of setting expectations applies to the content you create. For example, if this headline read, “Sylvester Stallone Should Have Done THIS Weird Trick To Win The Oscar,” you would probably be pretty perturbed by the actual content. Every interaction your brand has with a prospect or client is an upfront contract. Be transparent.
Communication Frequency
Sly cranked out the first five Rocky movies in a 14 year span, the first four of which coming in a nine year span. Creed was released in late 2015. There was a demand for a reboot, and a fresh perspective. The reprisal of a familiar character will always bring in a predetermined audience. However, even the most loyal fan of Sly’s had to be a bit worn out by movies like Over The Top, Cliffhanger, and, most perplexingly, Stop! Or My Mom Will Shoot.
While statistics will vary greatly between industries and lead types, research suggests that increased frequency is good, but moderation is important.
Again, With Feeling!
Rocky Balboa has been an inspirational figure for generations. He is the underdog overcoming insurmountable odds. He is constantly punching above his weight class. Who can’t relate to that?
According to Psychology Today, “Advertising research reveals that emotional response to an ad has far greater influence on a consumer’s reported intent to buy a product than does the ad’s content – by a factor of 3-to-1 for television commercials and 2-to-1 for print ads.”
People rely on their emotions. It is the same reason Rocky has resonated with millions of people. All of the logical reasoning in the world doesn’t always persuade people into certain behaviors. Marketing expert Jay Baer examines in the phenomenon of nostalgia in a recent blog post:
“If your brand has a long history then, use it, or think about what your audience grew up with. Play with branding and marketing campaigns that appeal to your target demographics, and use nostalgia to promote a sense of kinship.”
The Final Round
There are countless lessons to be learned from a scrappy underdog from Philadelphia who becomes the heavyweight champion of the world. But the lessons learned from an aging actor who understands his audience, his talent, and most importantly, his limitations, can help your business win the rounds that count.
Just keep punchin’.
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