Creating the Swift Effect
For Marketing Help, Ask Taylor Swift
Taylor Swift was an Expert Communicator from the Start
Even before the release of her eponymous debut album, there was a buzz in Nashville about the songwriting of Taylor Swift, at a mere 14 years of age.
When her first album exploded, spending 24 weeks at number one on the top country albums and yielding five hit singles over two years, it was clear her lyrical messages were resonating with millions of people.
But journalists wondered how this was so. After all, this was a high school girl, with themes that were largely about teenage experiences, and country audiences were mainly middle-aged listeners.
Taylor’s marketing savvy was at work from the very start. Swift had engaged in online marketing via MySpace, which connected her with the younger demographic, and brought them into the fold, driving album sales.
Musically, it also helped that Taylor’s producer had fought with the record label to give the album more of a pop-style mix versus a standard country mix. This would play a big role over the next two albums in creating an even greater crossover appeal for Swift.
As a result of the debut album’s success, Taylor Swift became the first solo female country artist to write or co-write every song on a platinum debut album. This spawned an entire generation of singer-songwriters who wanted to follow in her footsteps.
But the key takeaway here was that Taylor Swift’s personal connection with fans and potential fans through direct, authentic, transparent, and sincere communication would be the cornerstone of her approach in every aspect of her career. Putting people first and making them feel that everything she does is all about them, not her.
A FOCUS ON ONE’S PURPOSE
Swift’s father, Scott, was a Merrill Lynch wealth manager, and her mother, Andrea, was a marketing manager and entrepreneur. According to James Rink, founder and CEO of Purpose of You, Taylor was empowered and mentored to be a master marketer and CEO of her global family business. Rink, who produced and directed the 2006 television documentary, A Place in this World, and more, has known Taylor since she was 15 years old.
According to Rink, Swift’s success comes down to her having a clear definition of her purpose.
“Swift’s foundational leadership strategies as a creative talent and CEO are akin to Walt Disney’s and Steve Jobs’s,” Rink wrote in Inc .
MAKING OTHERS FEEL THEY MATTER
There is a theme that runs through many of Taylor Swift’s works, and that is one of being vulnerable, uncertain, and finding one’s place in the world. She has a way of making the listener feel they are taking that journey with her, and vicariously learning the same lessons.
“Swift’s personal story of vulnerability and uncertainty creates a shared connection with the listener and leaves room for the listener to find their place in their world,” Rink said. “Her value to her fans is to help empower them to figure out their shared challenges so they can better live their own life story.”
At a recent premiere of the film “Taylor Swift: The Eras Tour” held on October 11, 2023, at the AMC Grove in Los Angeles, Swift made an appearance and made a few brief remarks. Bill Murphy Jr., a contributing editor to Inc., called Swift’s comments “a master class in emotional intelligence.”
“We pranced on that stage grinning because of what met us on the other side,” Swift said . “You are the main characters in this film. You cared so much about these shows.”
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Murphy honed in on seven words: “You are the main characters in this film.”
As she has always done, Swift made the focus of the film – one that has her name on it – about them – her fans – not her.
Murphy points out three key messages that can be imparted from Swift’s comments.
In that short passage, Swift has not only made her audience feel important, but she’s increased their sense of self-worth, boosted positive emotions, and left them feeling a connection to her.
Fans flock to Swift for more than the music alone. A large part of the draw is satisfying the emotional need to be recognized and part of a community of people who feel the same way they do.
Authenticity Can’t Be Faked
In the wrong hands, with poor execution, all of Taylor Swift’s efforts at “personal touch” promotion could easily fail. People can see through a “publicity stunt” that isn’t real. Stunts that backfire result in cynical fans or even those who become hostile, never to return, and worse, those who will speak out against you.
However, Taylor’s interactions with fans have been effortless for her from the beginning. Why? Because it’s authentic . It’s who she is. She comes off as heartfelt, earnest, and generous because that is her personality. She’s not faking it. She’s not attempting to manipulate fans to get a sale.
Taylor Swift is genuinely in love with her fans – not her fame or success. That’s the key difference. They sense this. Not based on her words alone, but her actions prove it – time and again. She never fails to put the fans first and reward them for their support. She makes them part of the conversation, and thus, part of the “family” of her brand.
For our Key Takeaways and more details on how Taylor Swift can help you with your marketing and company culture, continue reading on Interest Media News >>
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