You can’t go anywhere these days without seeing women reading “50 shades of Grey”. Even here in the Middle East -not necessarily the most liberal of literary places- the book is everywhere! It is one of the most talked-about books, and a best seller at all the international book fairs.
Fifty Shades beat all the Potter books sales collectively in just a few months, has a movie in the making on the title, and goes as far as reportedly having an impact on the economy (WTF!). Next in line: merchandising mania of “particular” items in “a certain industry”. On top of that, every woman all of a sudden knows what jiggle balls are [I’m sorry, this is a “family friendly” blog, so can’t go in detail into that … just Google it]
As a writer and marketer, all of this makes me wonder …WHY?
To understand what all the fuzz is about, I just had to read the book myself (or at least a part of it), in a quest to try to discover what makes it “tick” and what the learnings are for us, marketing passionates.
First, the story; for those unfamiliar with it. Launched as “an erotic tale”, now turned “mommy porn”, Fifty Shades Of Grey tells the story of Anastasia Steele, who falls in love with a Christian Grey, a troubled young billionaire who likes sex only if he can accompany it with quite formal, stylised corporal punishment. Enough said. For details, read the book!
My marketing learnings from 50 Shades of Grey:
#1. Intrigue!
The narrative drivers in Fifty Shades are pretty weak… sharp-written though empty dialogue, lame characterisation; irritating tics, eternal internal monologues. But, the story “intrigues”. It keeps attention and interest. Every page has an innovative entry point. And so: you ‘have’ to read it. You want to know what’s next. Moreover, as a woman (I imagine): if you don’t, you will be excluded from one of the hottest conversations on the planet.
#2. Be clear on what you are all about!
Author E.L. James in an interview admitted she was an aspiring writer. But, what to write about? Instead of going for the mass vampire mania or any other popular, over-sold topic, she did something else. And she was clear about it. Even in the pre-launch press release Shades of Grey was positioned as a “strong erotic” novel.
#3. Plug it!
This book did not go to market without the necessary “plugging”. I’m using this terminology in reference to how record labels “plug” their hottest expected singles with dj’s, radio stations, influencers of all sorts. Both author and publisher went all the way in having this book land in the right places, spurring the conversation.
#4. Keep the momentum!
Ever since Shades of Grey was tagged as an instant success, more investments went behind it. Merchandising efforts started, as well as the negotiations about a movie (fueling word-of-mouth even more behind the question: who will be playing Christian Grey?!) . And it has all just begun! So it is not just about keep the momentum, it is about keeping the momentum going strong. Keep investing, keep pushing, keep plugging… until you reach the “climax” (to use a context-appropriate word -LoL).
Here’s an “interesting” perspective on whether men should read the book; or not
and, take a look at this explanation of why Fifty Shades is loved by women in their 30s and 40s:
Hope you “liked” this rather exceptional blog post😉
Agree, but the erotic component itself that is attractive! btw, viral doesn’t always have a rational…as you said it need a trigger and enough mass in the beginning…i have the book simply because every body is talking about it…i will read and probably like regardless of whether its really good or bad…
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Agree, but the erotic component itself that is attractive! btw, viral doesn’t always have a rational…as you said it need a trigger and enough mass in the beginning…i have the book simply because every body is talking about it…i will read and probably like regardless of whether its really good or bad…