The glitz! The glamour! The snark!
It’s that time of year again…
On social media, in the office, in bars and cafes, people are weighing in with passionate opinions about this year’s Oscars.
For the rest of the week, people will still care deeply about who won, who didn’t, who wore what, and who gave unknowingly-on-camera side-eye to whom.
And next week?
Nobody will give a sh- iny statue.
Same goes for the rest of the year. But then next February, we’ll get all worked up and do it again.
New controversies, new opinions and new side-eye will be upon us…
New, new, new. That’s what people like, right?
New news, NOW. The present moment is all.
But when you’re in business, you need people to care about your core message for longer than Olivia Colman’s post-Oscars hangover.
You don’t want to be caught waving an award around after the conversation’s moved on…
Sure, just as Hollywood sticks little golden men on its mantelpieces to impress the neighbours, we biz-owners can upload certificates & ‘as featured in’ logos to our websites to woo prospective customers.
But once the warm glow of peer-praise starts to fade, and your market’s attention wanders, you might come back down to earth with a bump.
As time passes, your audience can start to realise just how little that award actually means, in context.
After all, awards are just, like, someone’s opinion (man).
Know how many Academy Awards for Best Picture the ‘Master of Suspense’ himself, Alfred Hitchcock won?
What about Stanley Donen’s (RIP) legendary era-defining musical Singin’ In The Rain?
It lost out in 1952 to The Greatest Show On Earth (an absolute stinker).
And perennially praised, evergreen favourites The Shawshank Redemption, It’s A Wonderful Life and Taxi Driver?
Not a Best Picture win between ‘em.
And yet, people love those films…
They’re still viewed, bought, screened, bootlegged and broadcast to the delight of millions.
Because those movies had personality.
They had great stories you needed to see through to the end.
They said something about the human condition, and what it meant to be alive.
Nobody cares that they didn’t win the big prize (though their directors may disagree)…
It didn’t matter. Their audience found them, and stuck with them.
If you’re lucky enough to get recognition from someone in your industry, your own star on the Walk Of Fame, it can lead to a sudden influx of new customers and clients.
But it doesn’t mean your sales messaging ends there…
The acclaim can disappear as fast as it arrived. There’s always a third act still to come.
You can’t dine out on old victories forever, drifting into irrelevance like the fading silent movie star in Sunset Boulevard…
You still need to come up with fresh ways to connect with new customers and prospects.
New stories. New ways to Sell Unique.
The conversation will always move on. Just as there will always be new movies, there will always be new products or services in your market ready to steal your spotlight.
If your messaging could use a sprinkling (or more) of stardust, here’s how I can help.
Ok, I’ll see you at Lady Gaga’s afterparty…