A MARKETING LESSON FROM TAYLOR SWIFT MARKETING TIP
What 3 Albums Can Teach You About Reaching More Clients
Pro, for example, we specialize in print newsletters. That’s just one product, but we’ve broadened its appeal by customizing the newsletters for different niches. Law, dentistry, physical therapy, home services — each category has its own unique content and strategy to appeal to a particular demographic. You can also use this successful approach within your company’s newsletter. Maybe you currently mail your newsletter only to existing clients. That’s like putting out a single album, or focusing on a single genre. With a few tweaks, you can create a second newsletter optimized to a different audience, like leads or past clients you’d like to reactivate. The options are endless! Next time you need marketing inspiration, throw on a Taylor Swift track. It just might remind you that broadening your audience is easier than you think.
This summer, Taylor Swift’s song “Epiphany” reached No. 10 on the Billboard Hot 100 Chart. If you listen to the radio, you’ve probably heard the track. It’s an orchestral, atmospheric, and haunting tribute to soldiers and front-line workers. Most of all, it’s different from anything Swift has released in the past. But why should that matter to you? Well, it matters because songs like “Epiphany” show that Taylor Swift is a chameleon — a skill that has helped her build a $360 million brand. Over the last 10 years, Swift has had hits on the country, pop, and rock charts. It’s hard to know whether her artistic evolution is a natural progression or a marketing strategy. But what is clear is that her last three albums — “Reputation,” “Lover,” and “Folklore” — can teach us all a thing or two about acquiring
new fans (or, as they’re known to most entrepreneurs, clients). Each album has a different theme and sound. “Reputation,” released in 2017, was theatrical and intense, packed with synth-pop and dance-pop tracks. 2019’s “Lover” was also a pop album, but leaned toward light, fun, Disney- style songs. “Folklore,” which came out this summer and featured “Epiphany,” among other hits, is meditative and restrained by comparison. Die-hard Swift fans probably bought all three albums, but the albums are different enough that for some people, it’s likely only one of the three struck a chord. That means that with each new album, Swift reached a new target audience and broadened her appeal. You can use this tactic in your own marketing. Here at The Newsletter
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