You start scrolling your way, I start scrolling mine, and we meet in the middle.
I have a secret: on days when inspiration and words aren't flowing, I turn on a 90s Country playlist.
Why 90's Country, you ask—well, it's because marketing is all about feelings and storytelling.
And no one does feelings, feelings, and storytelling better than 90's country songs.
The future of marketing is getting back to relating to someone's heart. The content that is performing well right now as I write this is uncurated and real.
WHY?
Because it's relatable and attainable- it speaks to someone's heart and creates a feeling.
Together, let's analyze 90s country songs that can offer insights into various aspects of marketing, including messaging, branding, storytelling, and emotional appeal. Here are some lessons we can learn.
Emotional Connection: 90s country songs often emphasize storytelling and evoke strong emotions. Similarly, effective marketing campaigns should aim to create emotional connections with the audience, whether it's through nostalgia, empathy, or shared values.
Authenticity: Many 90s country songs portray authentic, relatable everyday life experiences. Authenticity in marketing builds trust and credibility with consumers. Brands that convey honesty and sincerity in their messaging are more likely to resonate with their target audience.
Know Your Audience: Country music artists understood their audience well and crafted songs that spoke directly to their experiences and values. Similarly, successful marketing campaigns are tailored to resonate with specific target demographics, understanding their needs, preferences, and cultural context.
Brand Storytelling: Country songs are often rich in storytelling, painting vivid pictures of characters and situations. Effective marketing campaigns use storytelling to engage and captivate audiences, creating memorable brand narratives that consumers can connect with on a deeper level.
Simplicity and Clarity: Many 90s country songs convey their message with simple, straightforward lyrics that are easy to understand. In marketing, clear and concise messaging is key to effectively communicating a product's or service's benefits to consumers.
Universal Themes: Despite focusing on specific themes like love, heartbreak, and small-town life, 90s country songs often address universal human experiences. Similarly, successful marketing campaigns usually tap into universal themes and emotions that resonate across diverse audiences. The great philosopher Alison Krauss says best: "Old Mr. Webster could never define what's being said between your heart and mine."
Consistency: Country music artists often maintained a consistent image and sound throughout their careers, building a loyal fan base over time. Similarly, brands benefit from consistency in their messaging, visual identity, and customer experience, which helps to reinforce brand recognition and loyalty.
Adaptability: While rooted in tradition, country music evolved to stay relevant to changing audience tastes and cultural trends. Similarly, successful marketing strategies must adapt to new technologies, consumer behaviors, and market dynamics to effectively reach and engage target audiences. The times are changing in marketing. Gone are the days of the overly masculine "Buy this, it will change your life," and entering is the softness of the feminine and speaking to the heart.
If you're feeling stuck, search for a 90s country playlist. Listen to a few songs and pay attention to the themes, stories, and strategies in the songs. Can you see what they are describing in your mind's eye while dancing around your kitchen? Try these valuable insights to craft compelling campaigns that resonate with consumers and drive meaningful connections with their brands. Like a timeless country ballad, the best marketing campaigns can touch hearts and stand the test of time.
And if you're still stuck, it's time for us to meet up.
Ain't no scroll to a long- cause we meet in the middle.