Yesterday as I was running with my iPod on shuffle, Bruce Springsteen’s Human Touch came on and totally captivated me.  It’s a great classic song but as I thought about it further there were some key elements that we can take note of that relate to our jobs as marketers.  I know, strange comparison, but let me explain.

The song starts with basic music production that surrounds Springsteen’s passionate voice singing “You and me, we were the pretenders… we let it all slip away” which immediately draws you into the song and making you want to stick around and hear what’s next.

Lesson 1: Don’t crowd your voice with fluff.  It’s not necessary and can actually detract from what you are trying to say.  Let your voice shine through.  Your story, when presented right, will captivate your audience.

As you are drawn into the story of the song, the chorus hits and we feel Springsteen’s vulnerability as he sings “I ain’t lookin’ for praise or pity, I ain’t comin’ ‘round searchin’ for a crutch, I just want someone to talk to, And a little of that human touch” because on some level, we all need a little human touch.

Lesson 2: It’s ok to show that you are human.  People identify with people, not brand names. 

The song continues to build taking the listener on a journey, then at 1 min. 49 seconds, right when the song seems to need a boost, the band really kicks in with a rocking bridge, giving listeners something new and exciting. Still Springsteen’s voice and story shine through.

Lesson 3: You will have to switch it up (and turn it up a notch or two) at some point to continue to engage and excite your audience but it’s crucial that your voice and consistent story still shine through.

The song then takes the musical production low and the song seems to be winding down, which feels like a nice break from the hype of the bridge.

Lesson 4: Your campaign needs to breathe.  All hype, all the time, will numb your audience to the point of unresponsiveness.

Then, just when you think the song is fading to an end, the band kicks in again and Springsteen lets out a passionate “HEEEEEYYY YEAH!!!” making me, as a listener throw my hands up in response, overjoyed at my experience.

Lesson 5: Don’t let your campaign fade to an end. Go out with a bang. Give people something to talk about that will carry on and spread your voice and story to places you could not reach.

When you really analyze this song, you can see that Springsteen follows a clear plan of action to give his listeners a remarkable experience, making them want more.  That’s why he’s THE BOSS.

Are you following a clear plan of action to make your audience want more?