5 Brilliant Marketing Lessons From 'Hamilton'

5 Brilliant Marketing Lessons From 'Hamilton'
Being in a "boring" industry doesn't mean you can't build excitement.

1. Cut the jargon. History texts are often snoozers because they require students to learn the vocabulary of a different era, which means there's a huge barrier to becoming invested in the narrative. Hamilton presents the events of 200+ years ago in contemporary language, backed by contemporary music, and suddenly the excitement shines through. When considering your marketing materials, ask yourself whether someone outside your industry would be able to understand what you're talking about. If not, they're not going to care. Go back to the drawing board and figure out how to present your value proposition in plain English.
2. Be human. The textbook version of history often focuses on important events rather than the human triumphs and failures behind them. But Hamilton digs into exactly that, humanizing its characters and making them incredibly compelling. In your marketing materials, don't underestimate the power of telling the story behind what you're selling, whether that's how your business started or how you're changing customers' lives. Your customers are hardwired to love stories--why not give them what they want?
3. Mix the media. Even if you're selling, say, insurance, that doesn't mean all your marketing efforts have to be dull policy explanations. And while you probably won't be able to compose elaborate song-and-dance numbers la Hamilton, you can take advantage of infographics, images, gifs, short videos, and effective graphic design to make your message inviting and memorable.
4. Be interested. Did your mom ever tell you "If you're bored, you're boring?" In marketing, it's true. Because Miranda is fascinated by the life of Alexander Hamilton, the rest of us can't help but hop on the bandwagon. You started your business for a reason. Dig into that passion as you look for a marketing angle, and your enthusiasm will translate.
5. Make it relevant. Give your audience a reason to care about what you're selling. Audiences care about Hamilton's story because Miranda has presented fascinating, compelling characters in high-stakes situations that (by the way) defined our country as we know it today. Show your audience how your product or service matters deeply to their everyday lives, and they'll be hard pressed to turn away.