There's a Seinfeld Episode for That
I've always said that every situation in life can be explained using a Seinfeld episode example.
Let's put that to the test from a marketing perspective.
The Soup Nazi
A classic example of how you must research your audience to see what they value, building a community based on that value, and then directing them to act in a way that supports your goals. The Soup Nazi knew what people wanted and provided it by the bowlful.
The result was a cult-like following of word-of-mouth ambassadors that understood the brand and what it wanted them to do.
SIDE TRIVIA: After Elaine exposes the Soup Nazi's recipes, Newman tells Jerry that he is closing down to move to Argentina, where many Nazis fled after WWII.
The Contest
Delayed gratification isn't easy. But the longer you hold out, building that relationship and providing value prior to the ask, the more satisfying that final sale will be.
Are you master of your domain? Do you know when to "shoot your shot" with the best chance at success?
Valet with B.O.
It only takes one bad experience to tarnish an otherwise stellar brand. And if you don't deal with a bad experience properly, you run the risk of devaluing both your business, and anyone that has connected to your brand in good faith. The Valet with BO (BBO to be exact) made it impossible to focus on anything else and created a negative experience that defined the experience far above the parking and driving services offered.
If you find someone or something that stinks about your brand or brand execution — you need to cut it out quickly before it destroys something you value.
The Junior Mint
Don't force your brand offering too soon — even if it is something you think your audience needs. The result can be a bad experience they connect to your brand long-term, crippling your ability to appeal to them.
Timing is everything, and when brands move too quickly, before considering the audience and what drives them both generally and at the time of your offer, they run the risk of being tossed away like an unwanted Jr Mint, or worse, connected to a negative experience.
The Parking Garage
Just like a mall parking lot, the Internet can be a confusing place that can be hard to navigate. With so many competing forces and the fact that humans are typically selfish and lazy when online, a smooth and strategic UX can be the difference between your audience finding what they are looking for or simply giving up and leaving.
Sometimes you need an expert to take the time to show you how to cater to optimized UX — preferably before your fish die.
BONUS TRIVIA: Kramer insisted on carrying a real air conditioner throughout the taping of this episode to fully take advantage of the physical humour potential it brought.
Yada Yada Yada
Don't expect people to read or listen to everything you have to say. Make sure your point is clear and that your message is skimmable. Don't bury your lead and always adhere to best-practice storytelling — the details don't matter as much as how you make the listener feel.
The Puffy Shirt
People are selfish and shallow (not you, of course, but most others). Sure you may have a high-value offering, but if you don't package it correctly, people may be distracted by the wrapping (I don't wanna be a pirate).
Make sure your messaging is clear and concise; say what you mean; don't mumble or bury your message in boring or technical copy that nobody but you can understand.
And if you are a low-talker, then by all means get a microphone up there, or let's move on!
The Chinese Restaurant
Be patient. The marketplace is full of competing messages, you won't always be first, but don't assume that just because it doesn't come immediately, that it won't come at all. Try a few things, provide value and stay on your audience's radar — when the time is right you'll hear them cry "Seinfeld, four". That's when you swoop down to feast!
Bizzaro Jerry
This world is a crazy big place with very different needs and wants across the board.
Don't try to be someone else — be unique, be the opposite, and be unrepentant for it — your perfect-fit clients are out there, and with the right strategy, you can find them.
I have more, but let's save them for another day.
