Three Marketing Tips from Bruce Springsteen

Bruce Marketing to the Masses

I could hear the opening harmonic cords of “Thunder Road” from out in the lobby. I quickened my pace, pushing through the crowd, leaping over seats and standing on top of my 10th row seat almost before the next note sounded.

“The screen door slams, Mary’s dress waves. Like a vision she dances across the porch as the radio plays…”

For the next three and a half hours, I was transported on a journey of imagination. My imagination. Bruce Springsteen took me, and 20,000 other people, along for a ride.

Each song that night was selected and placed in the show to illicit certain emotion. If you’ve ever been to a live concert, movie or performance, you know what I mean.

A story arc describes the process to move you from one state to another, to effect change. You see this when a character moves from a situation of weakness and transforms into one of strength. It inspires you.

During that concert, I could relate the characters drama in the songs to my own life. But somehow, during the show, those characters found hope and the power to survive and thrive.

Bruce Springsteen and Marketing

Now you might be thinking what that has to do with you and marketing. And even if you don’t like Bruce, you have to respect his marketing skills.

Reading this far, it probably wouldn’t surprise you to know that I saw Bruce Springsteen in concert nine times. I have purchased everyone of his albums, CD’s and DVD’s.

I mention albums, because when I first started following Bruce, there were no CD’s, nor DVD’s for that matter. There was a turntable and a stylus you delicately placed on top of your album.

In me, and millions of others, he created an enthusiastic fan. As a matter of fact, in annual surveys of most admired people…those whose life we’d want to emulate, he’s usually in the top three. Isn’t that what you want, enthusiastic fans?

In addition to admiration and respect, he’s also received some of my hard-earned money over the last thirty years. Concert tickets, t-shirts, albums, CD’s, DVD’s, box sets, books, and countless other merchandise.

While volumes of marketing studies could be written about the Bruce Springsteen phenomenon,  I’d like to share three observations that you can apply right away to your own marketing efforts.

One – Tell a Story.

Bruce is an amazing song writer. That means he’s a great storyteller. You don’t just hear nice jingles to hum along to, but you actually get emotionally caught up in the plight of the characters.

You seem to care what happens to “Bobby” or “Mary” or “Crazy Janey.” You can picture the area these characters are driving around..”this turnpike is sure spooky at night when you’re all alone.”

Think about it, would you rather read a text book or listen to a story with the lesson hidden in it? We love stories, the better they are, the more engaged we are.

Two – Do It with Feeling.

It’s more than authenticity, it’s about emotion. When I took my wife to a Bruce Springsteen show (a litmus test of sorts), not only was she moved by the experience, but she was amazed at how someone could impact so many people in such a powerful way.

She’d seen many good motivational and other speakers, but no one who impacted their audience like Bruce.

Springsteen doesn’t just perform, he owns his emotion. He’s “on” at all times and never lets your forget it.

He doesn’t just sing a song, he IS the song. You don’t get the feeling that he can’t relate to the characters, you get the feeling that he is the character.

Three – Don’t Hold Back.

“Our deepest fear is not that we are inadequate. Our deepest fear is that we are powerful beyond measure” says Marianne Williamson.

This is probably the only article where you’re see Marianne Williamson mentioned alongside Bruce Springsteen.

But one of the things I admire about Bruce is that he never holds back. When you walk out of his performance, you’re physically exhausted. Imagine how he feels.

He’s running around the stage, climbing on speakers, diving into the crowd…all while singing his heart out.

His concerts last twice as long as most other performers and he involves the crowd from the opening notes.

Not only doesn’t he hold back, but it feels like you have to fasten your seat belt to hold on during his shows and just listening to his songs.

And ultimately, what you get from Bruce is the feeling that he’s not marketing, that’s he just being real, and we want a piece of that. Isn’t that what great marketing is, presenting your information in such a seamless and compelling way, that it just feels right?

Now Imagine You’re the Rock Star

Whether you’re speaking to a small group or recording a product. Don’t lecture and dump a bunch of data on your audience. Pick one morsel, one key piece of information and wrap it in a compelling story.

Share your story with feeling and emotion. Take people through the full spectrum of emotion. From the lows of sadness, loss and despair. And then bring them up through hope and ultimate triumph.

And don’t hold back, what you have and who you are, are no more or less than Bruce Springsteen or anyone else. You are your own rock star and many people are waiting for, and need, what you have to share.

The curtain is opening, now go out there and blow them away.

To Your Rock Star!

David

PS – Use the comments to tell me the songs the characters mentioned above are from. Those who guess correctly win a special gift.

PPS – Want to see a photo symbolizing this entire article in one image – click here.