Tom Leu "seeing things" … perspectives on music, marketing, & motivation

Ratt Poison

It’s not about how good you are; it’s about how good of a communicator you are.

Example:

Many remember the 80’s rock bands Poison and Ratt. Like most of this era’s glam-metal groups, these two bands are often better known for their hair styles and lifestyles, rather than their music. Love them, hate them, or just plain don’t care, these two groups have sold millions of records throughout their careers and provide an excellent illustration of my opening statement.

The facts:

Ratt has sold about 16 million records worldwide since their debut release in 1983. Poison has sold about 26 million records since their debut in 1986. By 1987, Ratt were headlining arenas with newcomers, Poison, opening shows on their U.S. tour. Fast forward over twenty years later, Ratt now opens for Poison on their popular annual summer tours.

The question:

While both bands have been successful, how does the critically-maligned band Poison, significantly eclipse Ratt in total albums sold and enduring popularity over twenty-odd years into their careers? Though comprised of more talented individual musicians and having arguably better songs, Ratt has not achieved the intoxicating levels of allure and enduring fascination that Poison, and only a rare few artists from this era (Motley Crue, Bon Jovi, etc.) have achieved. Why? 

The answer:

PIC: Persuasion, Influence, and Communication that’s comprised of: 1) better marketing, 2) stronger entertainment value, and 3) more likeability. Very simply, Poison and their people have done a much better job than Ratt of communicating their product (the music and themselves) to their audience (both old and new) ongoing. Let’s take a look:

1) Better marketing. The Poison brand has always been better known, farther reaching, and consistently more lucrative than most of their contemporaries. Elements of this marketing have included the premeditated controversy that surrounded their early androgynous image. Their hype-saturated live events. And even the incessant bashing from music critics while fans by the millions bought everything they’ve released. I’ve heard it said that the only bad press is no press at all. Poison gets press.

2) Stronger entertainment value. Poison has always been a spectacle. Whether you loved them or hated them, you couldn’t (and still can’t) completely ignore them. From their over-the-top concert events, to their highly publicized personal battles, to their outrageous rock-n-roll personas, these guys know how to keep people interested. This entertainment value continues today with the band members’ exposure as stars of reality TV shows, and their appearances in the media and movies. Lead singer Bret Michaels is a bigger star today than he was back in the day. Poison is entertaining.

3) More likeability. Poison is just more fun to watch, to read about, and to go see perform. They have that “star quality” that the Ratt’s of the world just do not possess. They appear more approachable, interesting, and friendly. This powerful perception, whether manufactured or not, continues to sell records, concert tickets, and T-shirts. People like Poison.

The lesson:

The “ratt poison” to avoid here is the limiting belief that if you’re good at what you do, then that is good enough.

It’s not.

Never was.

Never will be…

You have to go beyond being good. Greatness comes from combining your great talent with even greater mastery of your overall persuasive communication presentation. This requires being a smarter, more consistent marketer; being “entertaining” in your field; and being likeable. Do these things and you will be exponentially more successful at whatever you do.

Pay attention. This isn’t just about music.

Precision persuasion involves giving others what they want, not necessarily what you want to give - without sacrificing who you really are in the process. This is necessary for success in whatever personal or professional endeavor you are involved in today, or may undertake in the future.

Poison is persuasive. Poison are great communicators. And Poison has clearly paid attention and cashed in while the critics are left shaking their heads. And round and round it goes…

©2009 Tom Leu