I’ve been following the Twitter hashtag this week for Content Marketing World (#CMWorld). At this year’s conference Rick Springfield is headlining the show. Yes, that Rick Springfield. The guy who hit number one with “Jessie’s Girl” in the 1980s and wooed women on the daytime soap opera General Hospital. I couldn’t figure out why a smart guy like Joe Pulizzi, who organizes the show, would invite a 1980s rocker and heartthrob to a marketing conference in Columbus, Ohio. Until today. Rick Springfield has a movie coming out.
It’s not a concert film
There are plenty of concert films for bands, ranging from Metallica to the Beastie Boys to Bob Dylan. And those films are awesome. Every minute of every single one of those films is about the band. It’s about the band’s perspective on their fans. The band’s struggles on the road. The band’s antics on stage. The band’s music. It’s even about the roadies, the press, the managers, and the venues. But they’re not about the fans. Rick Springfield’s movie isn’t a concert film.
It’s about the fans
An Affair of the Heart, which is actually screening in two weeks in Florida, is Rick Springfield’s movie about his fans. It’s about young fans and old. It’s about obsessed female fans and their jealous husbands. It’s about skeptical fans and groupies. “It’s a celebration of community,” as the trailer for the film says.
Even Rick says, “When I first started out in the ’80s it was all about me, I thought. But eventually, I turned around and it became about the joy of connecting with people.”
Rick’s selling more because he thinks about himself less.
Content marketing is all about getting over yourself and connecting with people. Just like Rick Springfield’s journey and his film.
What if you made a movie about your fans?
What if you thought less about your products and services and more about the kinds of fans you have?
What would you learn if you told your fans’ stories?
I bet you’d sell more.