While I’m a few, uh, seasons behind on Game of Thrones, one of the things I watch very carefully is their marketing because it. is. brilliant.
The excitement in July when the new season premiered was great and it got me thinking about how often we skimp on the hype and thrill of our own stuff.
Here’s how to Gamify your own launch:
1. Stop being so shy
One of the things that television shows, movies, singers and performance artists excel at is the promotion. You can’t earn back your budget on a major motion picture if you just casually mention it a few times on Twitter.
Stop hiding what you’ve created.
Do you think the marketing team behind the new Transformers movie is hedging because some people are going to hate the movie or avoid going altogether? NO! They’re pushing it like crazy because that’s the only way to break through the noise and be heard by their ideal audience.
I mean, really, if the pharmaceutical companies are unshy about promoting their pills to solve every ailment you can imagine then you can definitely be bolder about your new program.
2. Share benefits, not features
Imagine if the marketing for Game of Thrones centered on the details of the shoot. Game of Thrones is available on HBO Sunday nights. In the new season you’ll get 7 episodes, each 50-60 minutes long, directed by Alan Taylor and featuring costumes by…
How DO they promote the show?
Find out who dies, who lives, who sits on the throne of Westros. When will this character discover the truth? Who is backstabbing who now?
The unstated benefit here is that you will be in the know, enjoy the intrigue of such a drama filled plot and see some amazing entertainment from the cast.
Now, how do you promote your stuff?
It’s got 7 modules, 50 minutes of teaching per module, 4 new worksheets and the best graphics in the industry. We have a membership site and modules are released on Wednesdays…
Do you think anyone CARES what day of the week GoT comes on? No, if you’re committed then you’re going to show up, no matter the details.
Stop focusing on how something is delivered (ebook, 10-day course, video training) and start marketing based on what is delivered (value, the outcome, the transformation).
3. Go everywhere
One of my favorite stories from Kit Herrington is that when he was shooting a film set in modern day London they would cut suddenly when the scene was going fine.
Just a London bus going by with his character’s face on the side of it promoting GoT.
If you want to really be seen in a BIG way then you need to go everywhere. That talk show, morning program, magazine interview, YouTube videos, social media and grand opening. It’s not just for movie stars.
While I hope your own offers have less back-stabbing, war and drama, I do want you to learn from Game of Thrones and bring the intrigue and excitement to your marketing! Oh, and dragons. Everything is better with dragons.