You’re also no Michael B. Jordan. So what are you?
Michael Jordan created the modern idea of an athlete celebrity endorsement. Before him, a flat fee was typical, but MJ got a cut of sales for his products. By some estimates Jordan made more than a billion dollars over his lifetime from his various Nike products.
And he’s still kicking, so he’s still earning.
That’s great for him. But what’s the point of idolizing Jordan (or B. Jordan)? A handful of us might become “the Michael Jordan” of our field. But what about the rest?
Believe it or not, Nike has been wrestling with this conundrum for a long time.
Everyone wants to be “like Mike”
MJ’s shoes sold like hot cakes. But what did folks think actually happened when they put the shoes on? Did they think the shoes would make them superstars?
We’ve often written about how people want to dream, and good advertising helps them do that. It makes them believe that when they use your product or service, something magical will happen. People are realistic too. They know they’re probably not going to be a superstar. But they can conquer the hurdle directly in front of them.
Watch these two brief Nike ads for a taste of this practical perspective:
For both ads, we’re confronted with a practical hero. In the first, an out-of-shape boy runs straight at the camera, which is on some sort of vehicle slowly pulling away. The boy has nearly caught up by the time the commercial ends. And that’s it. The message? This is the start of his road to victory. We don’t know where it will end, but he’s doing it.
As soon as our hero made the decision to do something about it, he became a different person. He didn’t look different yet, but he was different. And of course, he bought Nike shoes to do it, because that’s what winners do.
The second video shows a boy hesitant to jump off the high dive. This time our hero is just afraid to try something new. But he does try. We see the change in him before he jumps. And that’s important. Nike is not talking in these commercials about doing extraordinary, superhuman things. Nike is talking about becoming the type of person who does extraordinary things.
So what does this mean for you?
Even MJ wasn’t the “Michael Jordan” of baseball. So there’s that.
When you speak to your customers, you can paint a vivid dream of the endpoint of their journey. If you’re in the debt relief business, that would be financial freedom. If you sell carpets, it might be turning the room with the dingy carpet you avoid into your family’s favorite place to spend time together.
But there’s another route too. You can sell them on the immediate change, not just the endpoint. When they buy from you, they immediately become the type of person who…fill in the blank. And that’s powerful.
Nike wasn’t just selling sneakers on the dream of being an NBA star. They were selling membership in a tribe. “When you put on these shoes, you become the type of person who can do anything.” Like being the kid who’s brave enough to plunge off the high dive.
What are you selling? Whether it’s a dream, or membership in a really cool tribe, or you just don’t know yet, we can help. Reach out to start a conversation.