“Marketing Tips for Health & Fitness Brands”
Estimated read time: 2 minute & 19 seconds.
I read Will Smith’s book “Will.”
It’s become clear to me that he’s a master marketer.
Here are the 3 tactics he’s used to grow his legacy.
LFG
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1. The Universal Human Emotion
Want to know the fastest way to get people to like you?
It’s not kindness.
Will Smith grew up in West Philadelphia, competing in rap battles at his high school.
The way you win a rap battle is decided by the crowd.
Whoever won the crowd won the battle.
What he eventually realized is that there is one human emotion that is unbeatable.
It didn’t matter how hard you were or how cool you were.
It didn’t even matter how lyrically clever your rhymes were.
The one thing that would win the crowd EVERY TIME?
Humor.
You can’t beat funny.
This is true with marketing as well.
Think about everyone’s favorite Superbowl commercials.
They are FUNNY.
Laughter is the most universally related emotion.
Everyone wants to laugh.
Everyone wants to be happy.
Get people to laugh, and you’ll have a fan for life.
2. Showing Face
Want to stand out from the crowd?
Stand up… literally, not figuratively.
Everyone says to create more content.
But what if more content… isn’t the answer?
What if creating content is just procrastinating the things you should be doing?
In the heyday of Will Smith’s movie stardom.
Most of his fame came from what he was doing when he wasn’t acting.
- Traveling the world to do interviews.
- Attending event premieres.
- Signing autographs.
- Shaking hands.
- Kissing babies.
He realized that the movie (or, in your case, content) is only HALF the job.
The other half is getting out from behind the keyboard and doing things.
I think we vastly underestimate the power of showing face.
- The event
- The dinner
- The conference
- The Meetup
If you want to stand out.
Stand up.
3. Heroes
Want to tell an unbeatable story?
Learn the heroes journey.
The heroes journey is the most compelling form of storytelling there is.
It hooks people and keeps them engaged.
It takes them on a (fun) emotional rollercoaster.
Will Smith learned this early in his movie career.
Once he learned the formula, he started using it in all of his movies.
Which led to one of the most incredible movie streaks of all time.
- Men in Black II
- Bad Boys II
- I, Robot
- Shark Tale
- Hitch
- The Pursuit of Happyness
- I Am Legend
- Hancock
You don’t hit a homerun 8 times in a row by accident.
He was using the heroes journey framework.
- A hero receives a “call to adventure”
- Something happens to force him into that journey
- He faces a series of challenges, tests, and trails
- He encounters allies and enemies
- This all culminates into a “supreme ordeal”
- He proves that he can overcome this near-death ordeal
- He walks away with a “treasure”
If you want to be more memorable.
Tell better stories.
Take home point…
- Humor… is the ultimate emotion.
- Stand out by showing up.
- Tell better stories.
✌️
Any Will Smith fans here?
Corey Hiben
Host of The Health Hustle Podcast
