Poison - "Look What the Cat Dragged In"
It's not about how good you are; it's about how good of a communicator you are.
Example: 80's hair metal bands Ratt and Poison. Like most of this era's glam-metal groups, these two bands are often better known for their hair styles and lifestyles, rather than their music. Love them, hate them, or just plain don't care, these two groups have sold millions of records throughout their careers and provide an excellent illustration of my opening statement.
The facts: Poison has sold about twice as many records to date as Ratt. Why?
While both bands have been successful, how does the critically-maligned band Poison, significantly eclipse Ratt in total albums sold and enduring popularity over twenty-odd years into their careers? Though comprised of more talented individual musicians and having arguably better songs, Ratt has not achieved the intoxicating levels of allure and enduring fascination that Poison, and only a rare few artists from this era (Motley Crue, Bon Jovi, etc.) have achieved. Why?
The answer: PIC: Persuasion, Influence, and Communication that's comprised of: 1) better marketing, 2) stronger entertainment value, and 3) more likeability.
1) Better marketing. The Poison brand has always been better known and consistently more lucrative than most of their contemporaries. Whether because of the controversy that surrounded their early androgynous image, their hype-saturated live events, or even the incessant bashing from music critics, fans by the millions have bought everything they've released.
2) Stronger entertainment value. Poison has always been a spectacle. Whether you loved them or hated them, you couldn't completely ignore them. From their over-the-top concerts, to their highly publicized personal battles, to their outrageous rock-n-roll personas, these guys know how to keep people interested. This entertainment value continues today with the band members' exposure as stars of reality TV shows and in other media appearances.
3) More likeability. Poison is just more fun to watch, to read about, and to go see perform. They have that "star quality" that the Ratt's of the world just do not possess. They appear more approachable, interesting, and friendly. This powerful perception, whether manufactured or not, continues to sell records, concert tickets, and T-shirts.
Poison is persuasive. Poison are great communicators. And Poison has clearly paid attention and cashed in while the critics are left shaking their heads.
The lesson: The "ratt poison" to avoid here is the limiting belief that if you're good at what you do, then that is good enough.
It's not.
Never was.
Never will be.
Pay attention. This isn't just about music...
You have to go beyond being good. You have to be great. Greatness comes from combining your great talent with even greater mastery of your overall persuasive communication presentation. And this requires a blend of being a smarter, more consistent marketer; being entertaining in your field, and being likeable. This involves giving others what they want, not necessarily what you want to give.
Do these things and you will be exponentially more successful at whatever personal or professional endeavor you are involved in today, or may undertake in the future.
Follow Tom on Twitter: twitter.com/tomleu
Comments
As far as the enduring fascination of Poison, I just read that Miley Cyrus is going to cover 'Every Rose Has Its Thorn' on her next album. Oh yes.
I've always loved Poison. Though I've never really been able to explain why. I just do. Of all the bands of that era, they're the ones that stood out and stuck, and I've never known why. But your theories make sense. I think you hit the nail on the head with this one, at least in my case anyway. And if you're right about the Poison example, I would be inclined to believe your overall PIC concept. Like they say, you can't argue with results. Poison definitely has something that most others do not, and I think you've identified exactly what that is and how to get it. Now if you'll excuse me, I'm off to go listen to Open Up and Say Ahh. Again. \,,/
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