The Godfather is an iconic film and novel that everyone remembers and quotes. There are so many remarkable lessons -- from Michael Corleone's hero's journey to his succession of leadership from his ailing father during a tumultuous gang war. Here are 5 valuable marketing lessons from the Corleone family that will help you take on the Tattaglias, Barzinis and Sollozzos that you face!
1. Keep Your Friends Close, Your Influencers Closer
In our social media life it is important to keep in touch with your friends, but make sure you are engaging your influencers. Identify experts and analysts in your industry and build relationships with them. However, as Don Corleone justly scoffs Amerigo Bonasera on the day of his daughter's wedding to "Ask with Respect" and "Come to me with friendship," your motive for engaging the experts should be to build a lifelong friendship!
2. Give Your Audience Offers They Can't Refuse
I couldn't say it any better. Great offers reduce barriers to generating leads. How could anyone refuse to read an eBook that has valuable content or attend a thought leadership webinar that keeps them on top of their game? Especially, if it's free! When it comes to social media and lead generation, great content makes the best offer. Share it so your audience will spread it!
3. Don't Hesitate to Go to the Mattresses
If you don't stand for something, you will fall for anything. Thought leadership is the key to influencing your audience. It will help you to reason with them. Take your strong convictions to the mattresses and build up expertise in your industry. A good example at HubSpot is how we have taken on traditional marketing with our stance on inbound marketing.
4. It's All Personal, Every Bit of Business
Throughout most of the book (and movie), you are led to believe that every action, every move, is all business. However at the very end, Michael Corleone reveals with this outburst that he alone understood his father the best:
"Tom, don't let anyone kid you. It's all personal, every bit of business. Every piece of sh*t every man has to eat every day of his life is personal. They call it business. OK. But it's personal as hell."
Businesses are comprised of people, and using social media is a great way to bring that personal touch to your business and marketing. It also gives your brand personality!
5. If You Can't Change, You'll be Sleeping With the Fishes
There is a huge shift in how marketing is working and being done on the web. Just as Michael Corleone realized he needed to move from New York to Las Vegas to protect his business interests, you need to adjust with the times or find yourself obsolete. If not, your business could end up like Luca Brassi -- sleeping with the fishes!
So in summary: Learn about inbound marketing and use social media to build up thought leadership. Share remarkable content and engage your influencers. Go to the mattresses with your thoughts, ideas and convictions. But when its over, drop your guns and take the canolis. In then end, it's always personal!
Are there any other lessons you took away from the Corleone family? As always I look forward to your thoughts in the comments!
Photo Credit: Amazon.com
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Jack Napoli 9:40 AM on July 09, 2009
Hi,
Great Advice, Creatively Packaged with a timely, relevant simple delivery.
Outstanding piece of work.
You are just letting me wet my Beak.... Do you recall that passage?
Where can I learn more?
Jack Napoli
Prashant Kaw 9:46 AM on July 09, 2009
@JackNapoli - Of course I remember that chilling conversation between Don Fannucci and younger Vito Corleone! This blog is the right place to soak it all in and learn more! Thanks!
Ken Karnack 9:56 AM on July 09, 2009
I agree it is all personal.
A few years ago I had an employer tell me that they were taking me off a specific project and that their decision was not personal, it was a business decision, so please don't be offended.
My response. "How else would I take it?"
They just looked at me with that general manager stare, you know the one! I was soon transfered to another store and I became the number sales rep in that region.
There is something to to be said about standing your ground, especially these days.
My father has been in business for 54 years and at 88, he is still going strong. Recently, I asked him what was his longest standing business account?
He said with out hesitation, 34 years. I was stunned.
So I asked how he kept that client for so long?
He said, he lived longer than the other ones!
It is all personal!
Prashant Kaw 10:07 AM on July 09, 2009
@Ilya Thanks! Great addition to the list of lessons and with the tools we have now days it is indeed easier to watch our backs! Thanks for sharing!
@kenkarnack Incredible stories -- Thanks so much for sharing and kudos on becoming #1 rep.
Gail Cavanaugh 11:58 AM on July 09, 2009
Great points. I like the idea of making an offer they can't refuse, as they will spread the news around to others. Knowing your way around the social networks is important for your success.
Craig Pike 12:04 PM on July 09, 2009
Mike and the gang here at Hubspot always give us the inbound marketing goods that work! With your help, my website is finding my advertiser's customers, when they're looking!!
Your next challenge is the Inbound Marketing Goodfellas using:
"Go get your shine box"
"How am I a clown, do I amuse you?"
"Everyone's named Paul or Marie"
and
"I didn't mean to get blood on your floor"
Thanks again!
Steve Harlow 12:30 PM on July 09, 2009
Very good article. Well written, interesting connection to this classic movie, and full of truh in marketing.
Now if the "masses" would just read it and learn from it.
I see so much abuse of the social sites, just getting slammed with ad after ad. 90n percent of which is repetative, and frankly just not useful to myself or much of anyone.
There is no relationship building in that. I can get that from a TV commercial.
Get to know people. Build those relationships. Grow them into business "partnerships". Be useful, and engaging, and an asset to your customer.
Thanks for this great article!
JohnTheJock 3:08 PM on July 09, 2009
Great article, some good points covered.
iGoMogul 4:02 PM on July 09, 2009
I'm not a huge fan of popping by blog posts and not adding any value in the comments, but I just have to say I found this post so original and spot-on! Just thought I should at least let you know. Thanks!
Sara @ iGoMogul
Clemenza 5:01 PM on July 09, 2009
Leave the junk mail, take the canoli
A to Z of the World 11:24 PM on July 09, 2009
Nice analogies and attributions.
I believe one must develop this habit of attributing things he sees and experiences to the things he needs to learn and cultivate.
Good going Mr.Dharmesh
Jim Stagnitti 10:45 AM on July 10, 2009
Great post. How about mind your business or someone else will.. There's always another family out for what you have. As soon as you stop paying attention, it's theirs!
Ray Hancart 4:23 PM on July 10, 2009
Great minds think alike! I did a similar Godfather post a couple weeks on PR lessons from the Godfather - worth the read: http://www.fahlgrenmortine.com/?p=1335!
Brian 11:57 AM on July 11, 2009
And if you keep using traditional outbound marketing you'll get nickle and dimed to death at the toll booth...
Ken Karnack 3:49 PM on July 11, 2009
Has anyone seen my Shine Box?
Justin 8:52 PM on July 11, 2009
Love the Godfather and definitely enjoyed the references to it when writing of marketing. Thanks for sharing.
Brian Halligan 5:17 PM on July 12, 2009
Hi Prashant --
Not sure if you knew it or not, but I wrote an article about The Godfather a couple of year's back. I thought you might enjoy it: http://blog.hubspot.com/blog/tabid/6307/bid/2056/10-Lessons-In-Leadership-From-Don-Corleone.aspx
Brian.
Prashant Kaw 10:45 AM on July 13, 2009
@brian.halligan While doing some research for my article I came across yours! Had to work extra hard to make sure mine was different / as good! :)
@ray.hancart Thanks for sharing your article. I had not seen it before, very useful!
@jim.stagnitti - Great tip: Mind your business or someone else will.
Manfred Harold 5:26 AM on July 15, 2009
It is so relevant. As a beginner in the industry I need all the advise both practical and theorectical. Your lessens was very informative
Regards
Manfred Harold
Seguridad e Higiene Mexico 5:03 PM on August 29, 2009
Worth mentioning... the "this for that" rule!