The truth about hype vs the event itself.
It’s not often I get hooked into sporting events, especially since I don’t own a television (lol).
But this fight has certainly caught my attention.
The most expensive fight in the history of combat sports is happening on 26th Aug…
Conor McGregor: UFC Featherweight & Lightweight Champion
Floyd Mayweather: Boxing legend with 49 wins to 0 loss track record
(I’m not going to cover their fight accomplishments. If you’re curious, just Google to them to learn more)
Here’s the thing…
This fight is projected to generate $600+ million via ticket sales, pay views, sponsorships e.t.c.
That’s crazy high!
Sure you can argue it’s between two of the best fighters boxing each other over 12 rounds…
But does it really justify that amount?
BUT remember… content vs context.
During one of the pre-fight interviews, Dana White (the UFC President) mentioned a very valid point…
90% of the entertainment value is created BEFORE the fight.
Sure the fight promises to be top notched.
But without drumming up curiosity and attention, the perceived value of the actual fight would be a lot less.
That’s where the trash talking, “behind the scenes” storytelling comes into play.
In other words, people value the content (aka the event) more if there’s context (aka pre-event hype).
The same principal applies to your marketing.
Your audience are bored.
More often than not, they are looking for entertainment to get them through the day.
Can you save them from boredom?
Most businesses make the mistake of just pumping out lots of content (videos and articles) to their audience.
Hoping that with enough content, their prospects will magically convert themselves into leads and clients.
Doesn’t work that way.
(I personally witnessed a design agency pumped out a 2,000 word email covering a step-by-step technical guide on creating a slide deck – Seriously, who the heck has time to read that?)
Without attention, your content is useless.
Think about it – Even if people aren’t bored, they would have encountered your strategies in one form or another.
It’s increasingly difficult to come up with ‘new’ content.
So the alternative is to package up context with a different spin (aka context).
That means new hooks, angles and storytelling.
You need to work on selling your content even before making your point. Otherwise, it risks getting ignored.
Love or hate it – that’s how the game is played.
Just watch “McGregor vs Mayweather” for inspiration 😉
P.S. If you have read this far, I’m curious who you’re rooting for – Conor or Floyd?