What do Frodo Baggins, Gary Vaynerchuck and LeBron James all have in common?
That’s a tough riddle, huh?
It took me a long time to figure it out, but I am going to save you the pain (and hair loss) of trying.
But before I explain their common link, I want to clarify something.
For the past few years, as I have worked as a professional marketer, I have been obsessed with finding the big reason why some people grow their following and are able to keep attention. At times, I thought it was a futile quest, that there was no magic formula, silver bullet or secret treasure.
But the good news is, I finally figured it out.
The reason people watched The Lord of the Rings for six hours (or read for thirty hours) is that Frodo had a quest. He had to get the Ring to Mount Doom.
The reason people rally behind Gary Vaynerchuk is that he has a quest. He wants to buy the New York Jets.
The reason LeBron James is beloved by so many is that he had a quest. To bring the championship back to his hometown of Cleveland, and lift the 52-year ‘Cleveland curse.’
A quest, in marketing terms, is a goal, a mission, a focus beyond just trying to sell more. It is something that drives the business to make a difference in some way. It is big, audacious, almost impossible to dare to dream.
On the surface this seems contrived, I know.
But, just let the idea sink in for a while.
The greater the quest, the more a company will garner attention and attract supporters. The customers of the business will buy for more than just utility, status, or sentimental reasons. They will buy because they feel like they’re part of something.
For years I used to feel like there was ‘something’ that set Gary Vaynerchuck apart from almost every other business celebrity. All the rest had good ideas, interesting stories, and comparable branding. But somehow, they seemed like they were forcing it.
But with Gary, the force of quest pulls him to another level. He is setting up everything in his life to pursue the bigger quest of buying his beloved New York Jets. This gives him a compelling story arc that is above and beyond any business, product or service. His pursuit of his quest keeps you coming back to see if he is getting closer. And because he never wavers, he gathers more and more supporters every day.
Even though he didn’t start it for that reason, it is a stroke of marketing genius.
Perhaps the most compelling action you can take is to share your quest with your audience. The bigger it is, and the longer it will take to achieve, the more likely people are to want to be a part of it.
Take the time to figure out what you are working towards, and share your quest with your audience. Tie your brand around your quest and the interest in what you do, and what you offer the world will grow dramatically.
Shorthand is a content marketing agency based in Irvine, California. We create marketing campaigns, social media posts, and blog posts that grow brand trust and increase your sales. Reach out to us today to see how we can help you.