andy@ideagroupatlanta.com | (404) 213-4416
04
DEC
2012

The Real Housewives of Content

It’s outrageous, unbelievable and incredibly bad TV, but I can’t stop watching it. There is something hypnotic about “The Real Housewives” that hooks you. My family was planning an intervention until I explained that I was doing research – seriously. “The Real Housewives” is a model for modern marketing and communications. You can learn how to create better content by following their rules.

“The Real Housewives” is a reality series that follows groups of women in various cities in the U.S. and around the world. Over 9 million people watch in the U.S. alone. This means there is a great demand for vicious, vain, lying, hateful, backstabbing, manipulative, affluent people with drinking problems.  By the way, this is the part that is NOT a model for modern marketing and communications.

Just Think of This as Drama Queens 101

Regardless of the situation, those executives, employees, clients and consumers are attracted by and respond to the same things as everyone else. Let’s be more like “The Real Housewives.” Put your marketing and communication content at ground level and make it human and approachable. Here’s what we can learn.

Drama makes things real – Emotion, conflict and resolutions are what life is all about. Look at the TV shows people watch and the movies they attend. They pay for the drama, so don’t be afraid to give them some. Go for genuine reactions, consumer reviews and even panel members who clearly disagree. Drama is very, very good.

Any reputation is better than being invisible – Being seen is priority #1. Many of the women in “Housewives” are extremely successful professionals in fields like law, real estate, insurance, restaurants and entertainment. Being outrageous has only increased marketability. It’s okay to be a little extreme. That’s how exciting reputations are born.

You become valuable by saying you are – Value has to be noticed. Tell people about the value, remind people about the value, and prove it constantly. Don’t expect people to discover the value. Proclaim it!

Be the source – Keep your radar tuned for information and “inside intelligence.” Be the source for things the audience doesn’t know. Surprise them, upset them, but give them something new. Go to the subject-matter experts, ask for the inside scoop and communicate it. You don’t have to know everything as long as you know the people who do.

Hire someone to do the important stuff – You’ll get the credit.  Don’t try to do everything yourself. The “Real Housewives” surround themselves with people who help them achieve their goals.  They are smart enough to have it done by pros. It’s always more valuable to hire an expert than to try to become one.

The Reality of Reality

The biggest thing we can learn from “Real Housewives” is simply that being human is compelling. There’s nothing engaging or fascinating about flawless, emotionless communication. Who would want to watch a bunch of prim and proper friends who are forever politically correct and do nothing but edit every idea and comment before they say it?

Let’s be people! Shoot more from the hip and keep content where people can reach it. Don’t be afraid to be human and approachable. Hey, if all else fails do what Teresa did on the “Real Housewives of New Jersey” – throw a fit in a crowded restaurant and flip over a table. People loved it, and the ratings soared!

If you want to know more about creating more human, approachable content that gets your audiences engaged and involved just click on CONTACT US and get in touch.

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About the Author
Andy Johnston is a multi-faceted communication professional who has a comfortable way of working with people. Andy is an Emmy Award winning communicator known for his energy, humor, creativity and his unique ability to discover the key results that must be generated – and then to develop ingenious ways to engage and motivate audiences. He has broad experience in strategic planning, messaging, creative direction, marketing, and events.One of the things Andy says often is, “How can we make it better?”
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