The Secret to Raving Fans, Viral Promotion and Clean Armpits

I normally hate commercials, but not this one. I was hooked in under 3 seconds.

Watch it here:

Dove Isn’t Selling You Soap

When I watch this video, I have a strong emotional reaction.

I feel indignant. Bold. Empowered. Inspired.

“You don’t get to tell me how I live my life,” she says, and I’m saying it along with her.

I’m deeply moved — by a 60 second soap commercial!

What is going on here?

This is not about soap; it’s a movement.

And I just bought in.

I grew up feeling like I didn’t fit in. I have an “unusual” body shape: broad shoulders, big muscles. The other girls in gym class would notice my arms and say, “Look at those guns!”

Everything about me is STRONG in a way that some might consider unfeminine. I envied those models with their skinny arms and their long legs.

I am not, nor will I ever be, conventionally beautiful.

This commercial gives me the courage to stand up and say, “I am perfect for me. This is who I am, World, and it’s beautiful, no matter what you say.”

Am I going to run out and buy a bar of Dove soap? Not likely.

But this campaign makes me feel good about the company, and it inspired me to write this article, which is free promotion for the Dove brand.

What if your couples believed in a cause you represent so much that they’d do the same for your wedding business?

#MyBeautyMySay Goes Viral

Most recently, Dove has used their #MyBeautyMySay campaign to address sexism in coverage of the Olympics.

By creating ads telling the story of women who refuse to conform to “normal” standards of beauty, Dove turns its brand into a cause.

Look at how many likes and retweets this one has!

Even actress Emma Watson showed her support of the Dove campaign.

You can’t buy that kind of advertising. You can only earn it by becoming a vehicle for a cause that’s greater than you or your company.

Lessons From Soap:

#1 – Marketing doesn’t look or feel like marketing when it’s broadcasting your purpose with passion.

This is why I spend so much time harping on the importance of knowing your personal calling and working it into a mission for your business.

An authentic mission expressed in your marketing will be the most powerful lead magnet you could ever have.

#2 – People are drawn to stories that make them feel and reinforce their self-image.

Want more clients? Give them an EXPERIENCE. Help them see themselves the way they want to be.

If they want to be creative, unique and outside the box, take a stand for the unconventional and nontraditional.

If they want family connection and safety, take a stand for family values and tradition.

Understand that the greatest value you provide for your clients is in how you make them feel, not the products or services you give them.

#3 – Even giant corporations can pull this off (this is a freakin’ soap commercial!) but it’s easier for us as the little guys.

It doesn’t take a billion dollar ad budget to change the way couples see you. It just takes speaking your truth.

Don’t be afraid to have an opinion!

#4 – Be yourself.

What do you believe in? What do you stand for? What pisses you off?

Tell your truth and help others do the same with your business. You. Will. Prosper.

Your business is a vehicle for the change you want to see in the world.

Use that power.

What do you think?