The three best paragraphs I’ve read today, from the Lefsetz Letter, regarding the marketing of the Borat movie:
“If you want success today, create something good. Seed the early adopters. And then cease, or at least slow down, your marketing. Because the more you beat people over the head, the less attention they’re going to pay. THEY want to feel in control, THEY don’t want to feel tools of the system. THEY want to embrace the project.
This frightens the purveyors. Because they can nail marketing, but QUALITY? Look at the flicks, they truly suck. Ask the man on the street, he thinks music sucks TOO! To the point where most people have tuned out, and the only people who can bring them back are their buds, who have a RELATIONSHIP with them. Believe me, the marketers at Fox don’t have a relationship with their audience. They THINK they do, but they don’t.
Hearing the movie’s good, I’m gonna give it a chance. Then again, if Fox keeps trumpeting the story, they’re gonna kill MY word of mouth, I don’t want to work for the man. And neither does the Net generation. WE make the stars, not you. Give us reasonable choices, WE’LL do the work. It won’t happen instantly. First week grosses, first week SoundScan numbers, are no longer important. It’s about longevity. It won’t take forever, because word of mouth happens so quickly on the Net, and we’re all in touch with SO many more people on a regular basis. But it’s now our game, not yours, don’t ever forget it.”
Spot. On.
(via Joseph Jaffe)
I think this post must explain why it is that every time I decide to stop making a particular item, the demand suddenly skyrockets… heh.
I’ll definitely have to remember to pimp the heck out of the stuff I don’t wanna do and get all sly and mystique-y about the stuff I’d really like to be doing more of!