Written by Karen D. Swim
Don Cheadle is a fabulous actor. In fact he is so good you may not recognize his name. It is this incredible talent that makes Cheadle a role model for awesome, knock your socks off marketing.
Cheadle allows his role to be the star. Cheadle lets the character and dialogue speak. He yields himself as a vessel never taking center stage. In this same way, you should not upstage your marketing. If your copy is all about YOU, then you have failed at Cheadle lesson number 1 – it’s not about you.
Cheadle makes you feel it. We know the rule – engage their emotions, but Cheadle shows us how to master the technique. Cheadle’s roles get under your skin and stay there for a long time. I remain haunted by Hotel Rwanda. I was pulled into the story as though Cheadle reached out from the big screen and offered me his hand. Because I was all in, heart pounding, mind racing I did not forget. Hotel Rwanda led to a passionate activism on behalf of Darfur. Your marketing copy should make your customers feel and do. The words should wrap around your customers, caressing their senses and inviting them into the story.
Cheadle has a clear brand identity. Cheadle is an actor period. His life, interests and pursuits have not sullied or overshadowed his brand. If you know his name, you’re not thinking “guy who only eats green M&Ms,” or co-mingling his name with some too skinny starlet. Nope, he’s an actor. You can articulate his brand. The dude has a clear identity. Watch and learn dear marketers.
Cheadle does not use cheap gimmicks. Cheadle is very good at his job and that is his calling card. He did not have to create a strange persona, adopt an addiiction and create a new 12 step program, date someone several cards short of a full deck or jump on a couch. Cheadle is an actor who can act. When you can do what you claim, well that really is the best kind of marketing of all.
Cheadle is consistent. In role after role, he delivers the goods. It doesn’t matter if the movie is a blockbuster, academy award winner or a little known film. You can count on Cheadle to be a good actor. Your marketing messages will of course change but your core values and your commitment to quality should remain steadfast and true. Your customers should be able to count on you today and tomorrow.
Cheadle may not be the biggest named star in Hollywood, but he definitely has sustainability. Anyone can be a flash in the pan hottie but it takes real talent to build and sustain a brand.
What are your tips for marketing success? Have you gained any insight from your favorite actors?