Seth Godin had a recent post on the “knock, knock” promotional business model. The way he describes it put me in mind of the Field of Dreams “if you build it, they will come,” approach to advertising. Godin says this model works in cases where a movie or book is announced featuring a famous actor (or by a famous author).
The level of high anticipation creates a tension you can use to sell the product. You don’t have to share much of the content because people have already sold themselves on the idea.
However, he says there are offerings like those from cultural organizations that succeed better with a different approach.
Mass media was the way creators could spread the tension and announce their work. You’re waiting for “who’s there!”
It’s worth distinguishing these knock knock offerings from cultural organizations, communities, and tools. In these cases, you can tell the whole story, give away the entire idea, and the IP is worth more, not less.
He goes on to cite movies like The Rocky Horror Picture Show or songs that become anthems which only gain in influence as more people become familiar with them. He discusses the value of focusing on abundance and connection rather than scarcity. He admits it is a difficult process and perhaps not as well supported by research and evidence as people may like.
Many of the creators I’ve worked with over the years feel this tension and then fall into a gap. They have a fine knock knock on offer, but promotion is grating, endless and feels demeaning. Hustle isn’t the solution, not any longer. The best way for this sort of work to become popular is for people who have engaged with it to tell their friends (see the Blair Witch Project for an example). But “getting the word out” has never been more frustrating or difficult than it is now. The web is not TV.
We need this sort of thoughtful, long-form scholarship, but the business model for it is shaky indeed. The breakthroughs happen via peer-to-peer promotion, not hustle.
At the same time, it’s never been more productive to build tools and communities. And it helps to do it with intent.
