03 Feb Four basics of mojo marketing
The word is on web sites. In lyrics. In company names.
But what is mojo, really? And how can your organization grab some?
Your hat strategically dipped below one eye
Your scarf it was apricot
You had one eye in the mirror as you watched yourself gavotte
And all the girls dreamed that they’d be your partner
– Singer-songwriter Carly Simon, allegedly about actor Warren Beatty, 1972
“The crowd did not dream when they laid down their money /
that they would see a total eclipse of the Sonny.”
– Muhammad Ali, before his epic knockout
of world heavyweight Champion Sonny Liston, 1965
“Hmm, which is more important, connectivity or malaria vaccine?
If you think connectivity is the key thing, that’s great.
-Microsoft Founder Bill Gates as told to Business Insider
The VIKING 3350 MOJO Helmet from Lincoln Electric provides the best optical clarity available in a welding helmet today and the largest viewing area in its class.
Waitaminute. A welding helmet with serious mojo?
According to Merriam-Webster, the noun mojo (mō-jō), a word “probably of African origin”, defines “A power that may seem magical and that allows someone to be very effective, successful, etc.”
The Urban Dictionary’s definition is more colorful: “That quality, often elusive, that sets a person apart from everyone else. The word “magic” could, almost without exception, replace “mojo” it in all of its contexts, sentences, and/or applications.”
“Can you believe this guy has the cojones to emulate Frank Sinatra’s style? But he sure does it with mojo.”
Magical. Convincing. Charismatic. Effective.
It’s that je ne sais quoi we all strive for.
Love ‘em or hate ‘em, mojo arrives easily to some.
For most, the captivation of fans, employees, customers and constituents is earned and won over the long haul.
How can we develop our own brand of mojo?
What does it take to win attention, respect and revenue for our ideas, products and services?
Mojo Basic 1: Saying is No Good without the Doing.
Muhammad Ali’s flamboyant prose, confident predictions and athletic prowess got attention. But physical discipline, adherence to his beliefs (despite the devastating consequences) and his outspokenness on race relations, religious tolerance and political plurality earned him respect and admiration worldwide.
Are you willing to promote the right thing for your company, organization or community in the face of blistering criticism? Are you willing to endure (and defend) the attacks over months (or years) to play that vision forward?
Mojo Basic 2: Success without Common Purpose isn’t as Sweet
Microsoft earned its stripes revolutionizing how (ahem) many of us use PCs. Like Apple, they’ve made their share of mistakes along the way. When its founder pledges the majority of his personal wealth to make our world a better place, how can you not get behind that, and by extension, the company Bill Gates created?
What are your organization’s core beliefs? What are your commitments to your employees? Your suppliers? Your community? How are you communicating that to each audience? What are you doing to ignite the sometimes-uncomfortable discussions with supporters and detractors that will help you progress?
Mojo Basic 3: Involve people in your Thing for the Right Reasons.
Carly Simon chose to launch her new album last November by asking people what they were thankful for.
For example, if your company provides a life saving service, how are you soliciting, incorporating and celebrating your customers’ stories on your social media channels? If you manufacture a component, how is that improving the overall product and its utility to your end customer?
Mojo Basic 4: Understand and tap New Trends
How do you position your products with new generations that play by their own identity and lifestyle?
Do the research. Then get creative, social and visual. Cleveland-based Lincoln Electric reaches next-gen welders with radical helmet designs. Those who wear it are making their own individual statement. And isn’t that what we all want? To be respected for our uniqueness?
As it turns out, the magic of mojo is not magic at all. It’s a consistent dedication to listening to your customers, supporters and critics. Encouraging them to tell their stories. Leveraging their feedback to make you better. Being unafraid of change and experimentation. Do these things over time and you’ll have the kind of mojo that cements your loyal customer base.