Why did the Larry & Banner story go Viral?
Some thoughts for people who speak, write, or market for a living:
At last count, the Banner and Larry story has been shown on TV in 4 major markets. Numerous people have sent it to a laundry list of media outlets, including People and Oprah. It has been viral marketing at its very best. At last count at least 5 countries have been heard from. And now even Banner has his own blog!
So – what are the lessons?
Notice how many instantly saw that this was a story with legs. I heard from 15 people who suggested places we could share it.
— WHY is it a story with legs?
Here are a few of my thoughts.
1. It involved a potential tragedy that was turned around (HOPE)
2. It involved people who gave up something to help. (HEROISM)
3. It involved the love of a Dog for his Master (LOYALTY)
4. People all over wanted to help in any way they could. (COMMUNITY)
5. Everyone wanted to do the right thing without thinking of their own compensation (ETHICS, INTEGRITY, GENEROSITY)
6. A huge percentage of people own and love dogs, and this was about a dog who was hurt and embodied the very qualities everyone sees / wants in their companions. (CONNECTIVITY / LOVE)
7. A person with limited sight was in trouble and people stepped forward to help. (COMPASSION)
8. That person is relieved, delighted, overwhelmed, and grateful that the world stepped in and saved his best friend, so he continues to tell the story. (GRATITUDE / GRACE/ LOVE)
9. It’s true. (AUTHENTICITY)
The list can go on much longer… This is not a self-serving story. It isn’t Southwest Airlines sending this around the planet, it’s all the people who love Banner, love Larry, and love the story. And even when Larry sends it out, it’s about Southwest Airlines and his immense gratitude for saving his beloved Banner. It’s Truth with Heart.
So here are a few observations about how your own marketing could be helped with this example:
1. It is much more powerful to have third party endorsements, or third parties telling your story.
2. The world is hungry for warm, hope-filled stories with happy endings. We are inundated daily with war, drugs, murders, car accidents, fires, and tragedy. This touched a nerve. What story do you have that touches a nerve? That provides hope? That gives a moral to the story that good really DOES trump the nasty, evil world?
3. These very human and very positive emotions are the ones that connect us, remind us who we are, make us want to be better people. Those traits mentioned also touch us where we want to live. People WANT to share these stories because in the telling of them, we feel better about life, hope, and possibility.
It has always been my opinion that people really want to be better people. We want to be happier, kinder, and more generous. When a story like this hits, it’s a reminder of those desires: a reminder of our sacred self. And in watching others do this and noticing how it makes us feel, we have a guide book, a pathway, that will help us get there.
So – ask yourself – do my messages resonate in this way? Do I connect with people where they want to live? Do I give them a pathway to get there? Am I authentic – representing what I truly believe? And when I market myself, do I make it clear to the world that this is who I am?
If you can hit even half those qualities in your marketing and your message, you will be successful. No matter what else is going on in the world, the world needs HOPE. Start there.
Of course, the story needs to be real. The Larry & Banner story blessed a lot of people because it is true, the people in it were acting authentically, and all those values mentioned above were present.
The world has enough crazy people in it.
Work on making yourself healthier!
We need you sane!
Have a great week,
A hui hou, (Hawaiian for “till we meet again”)
Beth
—
Beth Terry, CSP
Certified Speaking Professional and Author
Corporate Cowgirl – Bringing Midwestern Values to Improve Corporate Cultures
~Reduce Turnover~ ~Increase Employee Loyalty~
~Increase Productivity~ ~Improve Customer Experience~
www.BethTerry.com
www.CorporateCowgirl.com
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