Let’s talk about Kanye West.
I think he’s not getting enough flowers for what he pulled off over Super Bowl weekend (several weekends ago).
First, He spent $7 Million dollars on a 30 second
commercial.
Then, he spent 30 seconds on the actual production of the commercial!
He turned on his iPhone while he was driving his car.
Vertical mode.
Bad lighting.
And he spoke directly to us
for exactly 30 seconds.
Here’s what he said:
“Aye y’all, this Ye, and this is my commercial,” he said.
“And since we spent all the money on the commercial spot, we actually didn’t spend any money on the actual commercial.
But the idea is: I want you to go to Yeezy.com — Y-E-E-Z-Y dot com;
I’ma write it at the bottom of the screen — and I got some shoes aaaand
mmmmm… that’s it.”
In just 62 words, he got hundreds of thousands of people to go to his website and buy $20 Million dollars worth of the ugliest shoes, shirts, pants, and socks you’ve probably ever seen.
Everything is $20.
The website looks like it was thrown together in a “that’s due today??!” last-minute
procrastination frenzy.
Yet, He sold a million items in 24 hours.
Probably even more since the commercial aired. The site is still up.
I think the biggest takeaway is that the offer, and the presentation of it, is not really the most important thing.
His
clothes and style may not be for you. (Or me.)
He’s not trying to convince people to buy them.
But for his loyal audience?
They love them some Yeezy…and they’ll do whatever he says.
That kind of RELATIONSHIP is what we should really be taking away
from this.
Kanye has created a global army of loyal Fans.
If you have true fans who know you, like (love) you, and trust you…sometimes all you have to do is tell them what you’ve got…and what to do to get it.
All it took was gathering and bonding with 20 million fans and 30
seconds of directing them what to do.
Every day that goes by is another chance to gather the individual people who vibe with what you do…and start bonding with them.
The people you see who have the most success online are mostly the people who have figured that out.
It’s getting harder and harder to take someone
from not knowing you to buy right away.
Gathering your people and bonding with them is the cheat code.
When’s the best time to plant an oak tree?
20 years ago.
When’s the 2nd best time to plant an oak tree?
Today.
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