I saw Sierra Ferrell last night. She’s taken the bluegrass and country world by storm for the past few years.
And for good reason.
Besides her beautiful voice and her long list of collaborations with other great artists, she was so captivating last night for another reason:
She created a world unto itself in a theater that was far too small for how many tickets sold. But even the packed theater helped with her world-building.
Y’see, being from West Virginia, Sierra has a unique and West Virgian twangy sound. But she also came out dressed like a fairy, including a halo above her head and wings, while she serenaded the audience.
It was like stepping into a celebration in the Shire. Her down to earth and roots-influenced music sounds like it’s made for fairies and gnomes and elves. And her “brand” reinforces this imagery to a T.
Why do I bring this up?
Because whether she realizes it or not, she tapped into a powerful persuasion secret:
Creating a world unto your own.
Since Sierra created her own little fairy world, it means that she doesn't even have to consider her musical competitors. Even if she isn’t the most talented singer, bluegrass musician, or country artist… It doesn’t matter because she’s created her own world.
And in Sierra’s world, she’s the best damn fairy fiddler there is.
You can also apply this secret into your business too. Even if you don’t have the best products or services, the lowest (or highest) prices, or any other excuse you make when your competitors snatch your sales.
You always have the option to create a new world free of competitors.
And you do this by figuring out what you’re uniquely best at.
For Sierra, while she has a jaw-dropping voice, fun band, and is a talented musician herself, she realized that she’s better at “fairy-tizing” her music to create an experience no one could replicate or “swipe.”
There are plenty of ways to do this: From the words you use and the people you serve (many ladies in the audience were dressed as fairies as well), to the imagery you create and the feeling your customers have when they successfully use your products and services.
Now, you can’t build this overnight or “fast track” the world creation for your brand.
But if you sit down and think hard over what you uniquely do (that even your toughest competitors could never steal for you without repercussion), and then create all your content through this lens, then, well, you might just have an entire universe on your hands where you’re the only solution for your customers’ problems, anxieties, and frustrations.
And you know what?
Email is one of the best ways to drop this “world-building seed” into your audience’s psyche which positions your business as the only solution suitable for them.
If you want to see how this could work for your brand, hit reply, and let’s hop on a quick call where I can give you some ideas.
John
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