To create a Movement for your ideas, business or cause, you’re going to need to organize an army of evangelists for what you believe is worth fighting for. Yes, I said “Fighting for.” Movements are not built by the ‘features to benefits’ argument used by journeyman copywriters.
Building a movement is a psychological sport.
So this month, let’s look at a great example. Then I’ll get to those five words.
The recent ALS campaign is fascinating to me. Personally, I hate it. When challenged to do something “I dare you”, and subjected to peer pressure, my natural instinct is to resist. It’s just who I am. I love giving. But I don’t like to be challenged to give.
Nonetheless, you can’t argue with the success of the campaign. That belief of mine, by the way, is a big factor for its success. That’s what makes it controversial. Now people are talking about it. Debating it…
You’ve seen it on the news. On the blogs. Even the former president videotaped his acceptance of the challenge. This spurred more news. He then challenged Clinton, which spurred even more news. And on Facebook, it continues to circle at a rampant pace….