You have enemies? Good. That means you’ve stood up for something, sometime in your life…
Wag The Dog
A movie where a president was about to run for reelection when caught with a sex scandal. To divert attention from this incident, he created a fictitious war where he defends the free world.
In this movie, the entire world united as a single entity and fought aliens (the common enemy).
In less than an hour, aircrafts from here will join others around the world. And you will be launching the largest aerial battle in the history of mankind. “Mankind.” That word should have new meaning for all of us today. We can’t be consumed by our petty differences anymore. We will be united in our common interests. Perhaps it’s fate that today is the Fourth of July, and you will once again be fighting for our freedom… Not from tyranny, oppression, or persecution… but from annihilation. We are fighting for our right to live. To exist. And should we win the day, the Fourth of July will no longer be known as an American holiday, but as the day the world declared in one voice: “We will not go quietly into the night! We will not vanish without a fight! We’re going to live on! We’re going to survive!” Today we celebrate our Independence Day!
Veidt created blasts around the world using the blue energy source that Manhattan (character) is made of. President Nixon stated in a televised report that the US and Soviets have allied against their “common enemy,” Manhattan.
January 31, 2011 – New York Times – “Egypt, Opposition Unifies…”
This was hot off the press today…
…the examples go on.
Strength and Unity
What can we conclude from the above examples?
Despite being warring nations, enemies unite to fight a single shared cause. And the stronger the opposition, the more united the supporters will stand. The resistance is like the fire for tempered steel – making it stronger and stronger. So, bring on the fight…just as long as you have a very clear [enemy] focus.
The goal is to find your one unique style (or voice) and create a tribe of clients that will preach the gospel. For example, if you shoot conceptual photography, do not advertise classical and timeless art. You want your focus to be crystal clear.
Yes, you will lose all clients wanting classical and timeless photos, but who cares? You will gain all clients wanting new and conceptual! Don’t be afraid. The word will spread.
A flag is something that represents a cause. And more importantly, an enemy is not necessarily a person(s); it’s usually a concept.
For example, if your flag read, “Build successful photography businesses through social media!” This means that your “enemy” is those who think social media is a load of crock, which is fine.
Their argument is that there is no measurable ROI for social media efforts. The more they put down social media, the more your fans/tribe followers will say that their businesses changed for the better because of it. Therefore, creating two opposing sides resolute on their belief systems.
If you have no “enemies,” then you have no [clear] flag.
Bottom line question is, “what do you represent?”
What to do next…
Creating a tribe first requires a flag. This flag must represent everything about your company. A flag is tangible (in concept) and must be able to be duplicated, so that others can also wave this same flag.
- Comment what your flag will look like or say
- Share this with friends with Retweet and Facebook buttons below – I will appreciate it very much (and your friends will probably too)
Someone who LOVES watching movies,
P.S. Remember how I have loads of wedding inquiries? So I started sending them out to people in my private forum, but I had to skip a couple of people. The reason was that when I loaded up their “wedding portfolio,” the first image I saw was a newborn portrait, then a family, then a wedding. I was like…………..can’t refer this person.
Lack of focus? Yes.
Get a different website? Please. WordPress blogs are free. Just pay for hosting ($6/month) and a fancy theme.
P.P.S. Isn’t it cool to find marketing strategies in movies too? Wicked. Actually, they’re everywhere. We just need to stop, reflect, and apply.
P.P.P.S. Who is going to WPPI? I have a talk on Sunday from 2pm-4pm. Anyone want to hang for a bit afterward?
P.P.P.P.S. A delightful note from Jeremiah Colling –
We read Lawrence’s pricing e-book and studied the strategies he outlined in the book. Next we re-wrote our entire price guide and modeled it after the one Lawrence uses.
Our average wedding client over the past 3 years has been $3k. After meeting with our first potential client using the new price guide and techniques, they booked us yesterday at …$5900. Just wanted to say thank you Lawrence for sharing your thoughts and ideas as it has significantly helped us to put together a more polished price guide as well as proven to be successful right out of the gate!