Pitch Perfect: Crafting Killer Connections That Stick

The Opening Hook: Setting the Stage for Memorable Marketing

“It started out with a kiss, how did it end up like this?”

That line hits you, doesn’t it? Whether it’s booming in a crowded pub or pulsating through a sports arena, "Mr. Brightside" by The Killers has a universal appeal that’s just damn sticky. It’s a track that transcends generations—like a well-articulated brand message that resonates across diverse target markets.

But let’s take this idea further.

Imagine Yo-Yo Ma’s soulful cello echoing in a concert hall, drawing you into a world where every note speaks to something deep within you. Or consider how Beyoncé’s "Formation" connects with millions, delivering a message of empowerment that’s both personal and universal.

Like these artists, great marketers understand their audience. They know what makes us tick, what gets our hearts racing, and how to craft an experience that stays with us long after the music fades.

Understanding the Audience: Know Your Crowd, Create the Experience

Songwriters tap into the emotions, experiences, and cultural context of their listeners, and savvy marketers integrate that into their strategies as well—by blending data-driven insights with human understanding to decode their audience’s preferences, behaviors, and desires. When a song like "Mr. Brightside" strikes a chord, it’s because it speaks to something we’ve all felt.

Take Post Malone, whose genre-blurring sound appeals to fans of rock, hip-hop, and pop alike. His music is a testament to understanding an audience that defies traditional categories, much like how a brand must evolve to connect with a multifaceted market.

This is what we strive for in marketing—a feeling, a message … something that’s not just heard but remembered, repeated, and shared.

Post doesn’t just create song; he crafts an experience.

Emotional Connection: Striking the Right Chord

Think about how SZA’s introspective lyrics create an intimate connection with her listeners, making them feel seen and understood. That’s the magic of effective brand messaging, too: it transforms experiences into powerful customer engagement tools. Emotional connections aren’t just the heartbeat of music—they’re the lifeblood of brand positioning strategies.

Take the University of Wisconsin’s (my alma mater) "Jump Around" tradition, for example. It wasn’t a random hit; it was a calculated effort to boost the fan experience. An intern from the athletics department tested a few songs at a local bar, and when "Jump Around" by House of Pain played, the room’s energy shifted dramatically. This insight was brought back to the team managing Game Day entertainment, and the song made its stadium debut during a crucial game, instantly resonating with fans. Now, "Jump Around" isn’t just a song; it’s a ritual that electrifies the stadium and unites fans, creating a memorable and lasting emotional connection.

Storytelling: Every Lyric Tells a Story

This stickiness aligns with the principles outlined in Chip and Dan Heath’s book, Made to Stick. Their SUCCESS framework—Simple, Unexpected, Concrete, Credible, Emotional, Stories—applies to both music and marketing.

To create a successful narrative, story, or brand message, it must be sticky—memorable and impactful. It should grab attention and stay with the audience long after they experience it. That’s stickiness, and it’s as vital in marketing as it is in music.

Think of Lana Del Rey, whose cinematic narratives transport listeners to a world of nostalgia and melancholy. Or Bruno Mars, whose catchy hooks and storytelling flair make his songs instant hits.

To create a narrative that sticks, it must be memorable and impactful. It should grab attention and stay with the audience long after they experience it. That’s the magic of both killer melodies … and killer strategies.

Unleashing Your Brand’s Voice: Composing Your Own Tune

The White Stripes’ "Seven Nation Army" has become an unexpected global sports anthem. When Jack White unleashed that electrifying guitar riff, he probably didn't envision it turning into a chant heard in stadiums worldwide. But that's the allure of authentic creation—it connects, it excites, and when it lands, it lands big.

Like Queen’s "We Will Rock You." From the moment that BOOM BOOM Clap kicks in, it’s like Freddie Mercury himself is daring you not to stomp and clap along.

Whether it's the "oh oh oh oh oh OHH OHH" chant of "Seven Nation Army" or the collective foot-stomping that erupts at the start of "We Will Rock You," these songs don't just play—they ignite a shared energy. And that’s exactly what creative, authentic content does for a brand—it strikes a chord, creates a buzz, and builds an affinity that sticks.

Continuous Engagement: Encore! Keep the Audience Wanting More

The Black Keys mastered the art of engagement after years of grinding. Their breakthrough album, Brothers, and licensing songs like "Tighten Up" for media made their music ubiquitous. That’s not selling out—it’s brilliant promotion.

Think about Beyoncé’s visual albums and surprise releases redefining artist engagement, or Drake using social media as an art form. In marketing, the parallel is omnichannel presence—being everywhere your audience is, in a way that feels authentic. It’s about staying relevant, evolving, and engaging continuously, just as musicians do with their fanbase.

Why Are These Songs So Killer?

These songs resonate because they ‘stick’.

Music is a universal language, and crafting a marketing campaign is a lot like writing a song—it’s about creating a connection.

Consider the elegance of John Williams’ scores—each one distinct, yet unmistakably his. His ability to craft a unique voice, whether it’s the hopeful notes of Star Wars or the suspenseful strings of Jaws, is akin to what we aim for in personalized marketing—crafting a unique voice, a melody that resonates.

Whether it’s a global crowd chanting Jack White’s anthem, fans singing along to Taylor Swift, or your friends humming a McDonald’s jingle, music connects, words connect, and experiences connect. And nothing, not even a seven-nation army, is going to hold that connection back.

Get Off Your Mass!

How can you start making those connections? Get off your Mass and get personalized.

The B2A? mindset—Business to Anyone?—means recognizing that your audience expects more than just a transactional relationship. They want authenticity, relatability, and a personalized experience.

This week, we’ll discuss understanding your audience, crafting a unique voice, emotional connections, storytelling, and continuous engagement.

So, get off YOUR mass! Embrace the B2A? mindset … get personalized … and join my LinkedIn community.

Business to Anyone?… it’s Everyone’s Business!

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