Johnny Cash, The Man in Black. Capital “T” for “the.”
What made Johnny Cash so memorable?
I’ve seen photos of him when he was a young man, I suppose he was sort of handsome in a rugged way.
Frankly, though I enjoyed his music (8-tracks 🙂 from the pickup truck rides with my dad, I didn’t think of him as a great singer.
The songs were catchy, easy to remember, but there has never been a shortage of those kinds of singers, those kinds of songs in any genre of music, now has there?
So, what made Johnny “Johnny”?
We’re always being told to find your angle, you way, your USP. Separate yourself from the pack, the herd, do something everyone else is doing, but do it differently.
Johnny Cash was a perfect example for me.
Think about it.
He was a big guy, well over 6 feet tall, 200 pounds. Rugged, tough, low voice.
Guys liked that. Not the wimp.
But he was also very, very popular with women (fans that is, he was also famous for his devotion to his wife June and their family, another part of his persona).
Why? What was he doing? Was he the king crooner? Great moves like James Brown? Cutting edge of the country music world?
I say, no, no, and sort of.
Here was a man, talented man, yes, who sang about life, little things in life, and how life and love were bigger than any man, and doing it in a very straightforward, honest way that appealed to both men and women.
Men thought, hey, this is sooooo true, and I feel like this, but I often can’t just say that, or act like that. Kind of the ‘thanks for saying that for me’ and ‘thanks for the validation’ so I know I’m not alone.
Women thought, hey, this is sooooo true, and good to hear that men, even big, rugged ones, have big hearts, can hurt, know the value of love and life and family.
Then, he added that extra little bit, that rebel, Highwayman side and the black clothes.
No country singer had ever, still hasn’t unless you include someone like Garth Brooks who used much of this same ‘everyman’ approach to be one of the top selling artists in all genres, done that.
Marketing yourself, your site, your product, doesn’t need to be any different than this.
What you’ve got, others are offering, but they can’t offer it in the exact same way as you as an individual can.
Think about that. Find your ‘man in black’ angle, and you will find success.