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Jerry Seinfeld didn't call it quits because his audience wanted him to end his TV series. No, the comic turned TV star decided it was time to go.
In an interview before the final "Seinfeld" episode, Katie Couric posed this question: "You're the number-one sitcom, the leading program for a network and the most-watched show on television. Why hang it up?"
"The audience is a child, and you're responsible for the child," said Seinfeld. "Sometimes that means not giving the child what the child wants. The child isn't happy at the time, but perhaps later the child will understand."
In other words, Seinfeld was saying "enough" to his devoted fans, much in the same way a child is denied candy even though each piece tastes good.
Regardless of what you thought of "Seinfeld" -- a show about nothing, narcissistic, the funniest sitcom ever -- the producers, writers and actors knew their audience, and they delivered dead-on comedy to that audience for nearly a decade.
But Jerry, whose roots are in standup comedy, didn't want to keep the show alive until he "bombed." He didn't want the "child" to turn on him. Instead, he left the series the same way he would exit his standup routine: with the audience wanting more.
Take Charge
I like the child metaphor. If you're a parent, you're in tune with the needs of your children. Likewise, if you're a marketer, shouldn't you be in tune with the needs of your audience? Following are eight tips for managing the audience relationship.
You're the "parent."
Take charge. You're the parent in the relationship. What does the audience want and need? Good parents take the time to get to know their kids. To be an effective marketer, you must take the time to get to know your audience.
Talk in terms they can understand.
Once you know your audience, talk in terms they can understand, determining the language, style and tone that's most effective. Sometimes you must educate your audience. Do it with humility. Whatever you do, don't come across as self-important. The audience will always seek those who treat them with respect.
Children don't work. Neither should your audience.
Children learn and grow through play. It's not work; it's fun! Don't make your audience work either. Give them what they want and need, making it as enjoyable and entertaining as possible. A caution: Don't go overboard with humor. It's a tricky business. Use it appropriately.
Keep it fresh.
You want your child to brush her teeth -- only what worked yesterday isn't working today. You need a fresh approach. The same holds true for your audience. They may get bored. Much like the child, your audience may get tired of listening to you. That's why it's wise to periodically adopt a fresh approach.
Be dependable and trustworthy.
Dependability and trust are cornerstones of the parent-child relationship. Your audience, whether consciously or subconsciously, also wants to know what to expect from you. This is often called branding -- building an identity and credibility in the minds of customers. Be dependable and earn your audience's trust.
Be enthusiastic.
Children are naturally enthusiastic, and in case you haven't noticed enthusiasm is contagious. That's why it's so effective in sales and marketing. Nothing sells a product, service or message like enthusiasm. Pump some into your marketing communications. If you're not enthusiastic about your message, who will be?
Choose the right media.
My daughter can now talk on the phone. We can have a sensible conversation. Earlier, she wasn't interested or capable. What are the best media for your audience? Are they ready, willing and able? To communicate effectively to your audience, choose the right media.
Stay focused.
"Seinfeld" boiled down to laughs. As Jason Alexander, the actor who played George, explained on PBS, the laugh reigned supreme. Never mind statements about life, culture, society and the like. The writers focused like a laser beam on laughs. As a result, "Seinfeld" delivered laughs to a faithful following week in and week out, year after year.
What's the focus of your marketing communications? Who do you want to attract? How will you get them to follow? It's time to take charge. After all, you're the parent.
Copyright (c) 2007 Neil Sagebiel
Neil Sagebiel is a former senior copywriter for a Seattle B2B ad agency who authors a copywriting blog called HEADLINES FROM FLOYD.
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