“I Need You” used to mean something at one time according to Seth Godin. Perhaps that was back in the 70s when the phrase was just a song by the band America. Since then, says Godin, the phrase has gone through some overuse and abuse.
YOU doesn’t mean you in particular. It actually means, “anyone.” Anyone who can see this site or read this email or drive by our billboard. If you’ve got money or clout or attention to spare, sure, we want you.
Political fundraisers have turned this from an art to a science to an endless whine. So have short-term direct marketers with access to a keyboard and the free stamps of internet connection.
We used to have our ears open to anyone we loved or trusted whispering, “I need you.” It’s been overwhelmed lately, though, by selfish marketers shouting, “WE WANT ANYONE.”
This should sound like a familiar concept to many people in the arts. For years now the message being communicated that we hope everyone learns is you can’t define your target market as everybody living within a 50 mile radius of your venue. Yes, in the ideal world, everyone would be interested in traveling to see what you are offering, but that isn’t realistic so you need to focus your efforts.
To a certain extent, it is somewhat comforting to know that political groups and marketers are making similar mistakes to those made by non-profit arts organizations. Until, at least, you consider they have a lot more money to burn on such foolishness than you do.
But really, it does go to show how difficult it is to appeal to people who aren’t already involved with you. It is easy to make political ads that appeal to your base or to your existing customer base. It is more difficult to craft a message that is appealing to those who are uncommitted to any one candidate or product.
Which is why so many people resort to the shotgun “I Need You” approach Godin mentions. It probably comes as no surprise that people have gotten really good at tuning those appeals out. Eye tracking studies show that people have cultivated “banner blindness” (scroll down about 5 images) automatically tuning out banners on webpages.
Godin alludes to the solution in that last sentence where he mentions “that we used to have our ears open to anyone we loved or trusted.” I don’t think people stopped listening to those they love and trust. The list of those they trust has gotten smaller due to the barrage of appeals.
Even though people often put more stock in online recommendations from people they don’t know rather than those they do, those personal relationships matter. All the recent conversations in the arts community about connecting with the community boils down to the goal of cultivating trust with people.
Just like retail politics is expensive and time consuming, because it is conducted in a relatively personalized way, it is often more effective than a shotgun approach. While this doesn’t deter political campaigns from engaging in both a personal and widespread effort in an attempt to get votes, they only require a commitment that lasts until election day.
Arts organizations generally need to secure something a little more long term.
https://www.youtube.com/watch?v=RbB72GCXiqc