I don't watch daytime soap operas, but I can't ignore when something manages to capture the hearts and minds of its audience for 63 years.
And that's exactly what you get with General Hospital, a daytime soap opera that's aired on TV since 1963.
Now at this point you might be thinking, "BOOO ZAC... I DON'T WATCH SOAP OPERA TELEVISION." Sure, maybe you don't. But do you know who does?...
2 million daily active viewers.
Do you have 2 million daily active customers? No? Well me neither! So maybe we can learn a thing or two from this 63 year old TV drama, eh?
The lesson I choose to take away from this 63-year-old phenom to apply to my work is that people love drama. It's entertaining, it's interesting, and it's kinda hard to look away from.
So when my team and I create email campaigns for our clients, the question I like to ask once we have a concept and offer to build around is:
"Where is the drama?"
Now don't get me wrong, I'm not talking clickbait drama like you see in the checkout line at the grocery store - "Brad & Angie Secret Divorce File Leaked!" That's harmful drama that belittles your intellect and the individuals it's about. I'm talking about drama that can propel someone to take valuable action.
For example:
Today I was writing a water heater promotion when the owner of the business told me "in 2029, the manufacturer's warranty will go away on tank water heaters. At that point, the price of tankless will go way up."
*chef's kiss*
That is the kind of drama I'm looking for. Real stakes, real urgency, and real intrigue. Actual drama like that, communicated with class and respect, compels people to take action that will truly benefit them.
All good advertising could benefit from a little more drama.
Talk soon,
Zac "Drama-Hunter" Garside
