Oh, Susan Boyle, what did we ever do before your sweet pipes came into our lives?
Boyle, as you know, is the British woman who stunned audiences in Great Britain—and then the world thanks to YouTube—when she let loose the song “I Dreamed a Dream” (from Les Miserables) on the TV show, Britain’s Got Talent.
Web videos of Boyle, mostly on YouTube, have topped 100 million total views, according to Visible Measures.
Today, Advertising Age media columnist Simon Dumenco offered seven lessons marketers can learn from Boyle. Dumenco stretches it on a couple lessons, but there are two I particularly liked. He writes:
If you’re going to be a frump, be a lovable frump.
The marketing world—the part of it that isn't obsessed with overpaying conventionally attractive celebrity spokesbots to endorse products—already knows all about the nature of Susan Boyle's appeal. Witness the ad industry's history of celebrating lovable schlumps over the years, from Ol' Lonely, the Maytag repairman (was he ever kissed?), to Wendy “the Snapple Lady” Kaufman.
Dumenco is talking about authenticity. And isn’t that one reason so many people love Boyle?
Dumenco also says:
Pluck is everything
[Boyle] picked off her foes (Simon Cowell et al, the skeptical audience) with understated pluck. To sell anything in this economy—especially yourself—you definitely need pluck.
Yes, pluck will get you everywhere.