With over 93.2 million views (expected to exceed 100 million views Monday) across 650 unique clips means you’ve probably seen or at least heard of the Scottish singer Susan Boyle from Britain’s Got Talent. Her performance is one the biggest viral hits to date. Have you taken the marketing lesson from it?
You can watch her performance on YouTube. If you haven’t seen it, check it out because it is amazing.
Now, as marketers we need to take a deeper look here at what’s driven this performance to such record heights.
Perhaps we need start by looking at who Susan Boyle is…
A story worth sharing
She’s not attractive by most standards. You could even call her homely or frumpy.
She was bullied as a child and at 47 years old has never been kissed.
She’s unemployed and still lives in the house she grew up in. She lived there with her parents both now deceased. Her mom passing away in 2007.
It was her mother who pushed and insisted that Susan enter Britain’s Got Talent. Her mom was confident she’d win but Susan… not so much.
Finally, she worked up the courage and entered, blessing us all with her voice and silencing the world.
So, here’s the question… would her performance have been as powerful, as moving, as buzz-worthy if her story had been a different one?
What if she came from a privileged background, was swimsuit gorgeous, and was outgoing and charismatic?
I don’t think so. Sure, we’d all appreciate the voice but what’s really driven her performance to insane viral levels is the story that’s connected to it.
Story driven marketing
We’re all driven by story. Story is our most basic form of communicating ideas. We’re attracted to them because they are how we intimately connect with others – we feel an affinity towards their story or are intrigued by what their story might be.
You have a story. One that’s compelling, too. I guarantee it. And if you’re not sharing your story then you’re neglecting one of the most powerful marketing tools in your arsenal.
What is your story?