Not The Same Old Song

By Peter Cronin | Friday, July 13, 2018 | No Comments

I’ve always been a sucker for a music biography. I can’t help myself. Digging into the sometimes inspiring, oftentimes trashy chronicles of my rock ‘n’ roll heroes brings out the kid in me every time. And occasionally they offer up a nugget of genuine insight.

I recently picked up a copy of “Delta Lady,” a biographical memoir from Rita Coolidge. For those of you who may not go back that far, Coolidge, the inspiration for Leon Russell’s “Delta Lady,” evolved from the queen of the ’60s backup singers to a successful soft-rocking ’70s solo artist, charting 25 hits and surviving a celebrity marriage with Kris Kristofferson along the way.

Coolidge relates the tale of her decision, several years back, to stop performing her signature hit, a mellow cover of Jackie Wilson’s “(Your Love Has Lifted Me) Higher And Higher.” Having performed the song countless times over the years, the singer had finally had enough and removed it from her set list. She subsequently attended a concert by Luther Vandross, one of her all-time favorite singers, where Vandross stubbornly refused to perform any of his hits. Leaving the concert disappointed, Coolidge changed her tune, adding “Higher” back into her set and vowing to somehow present the song “fresh” at every performance.

That’s very good advice for anyone whose job involves any form of marketing (that’d be most of us). Just because you’ve said it and/or heard it a thousand times, it’s a mistake to assume that your audience has heard it even once. If it’s working, stick with it. Here at Cronin Creative, our method doesn’t fundamentally change from project to project. We apply the same proven, successful techniques to every marketing challenge our clients present. While the fundamental methodology may not change, like Coolidge, we adjust those techniques to suit whatever audience we may be trying to impact. In other words, we keep it consistent, but we also work hard to keep it fresh and relevant to the job at hand.

So next time you find yourself glazing over as you repeat that same old message, put the above advice to the test. You just might find that breakthrough hit you’ve been looking for.

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