13 Content Marketing Lessons Via The Princess Bride
It's definitely not inconceivable to draw content marketing lesssons from The Princess Bride. Here are a baker's dozen.
Content marketing is hard. So let’s have a little fun today with this post.
The Princess Bride is one of my favorite movies. As Peter Falk’s Grandpa says, it’s got it all: “fencing, fighting, torture, revenge, giants, monsters, chases, escapes, true love, miracles.”
It also has – when looked at sideways while squinting a bit – great content marketing advice.
Without further ado, content marketing thoughts, inspired by The Princess Bride quotes.
HE DIDN’T FALL? INCONCEIVABLE. – Vizzini
If you’re going to use words, learn what they mean and use them correctly.
Or if you use them incorrectly, be purposeful and ironical about it.
Anybody Want a Peanut? – Fezzik
We all have hidden talents. Fezzik’s is the ability to rhyme anything.
What are your hidden talents and interests? Can you think of ways to translate them to add a personal twist to your marketing efforts? Talk to members of your team, sometimes it’s those random bits of serendipity (and the randomness that’s in all of us) than can kick an interesting piece of content up a notch (to momentarily channel Emeril).
Fezzik, tear his arms off. – Inigo Montoya
Sometimes the direct course of action gets you where you need to go. If you have the marketing equivalent of a Giant, use him. Not all the time, but sometimes simple and direct without overthinking it is the right way to go.
Also, DON’T HIDE YOUR ASK!
Content marketing needs to be useful for your audience. But marketing needs to lead to sales too. Don’t forget to use CTAs to ask folks to sign up for your newsletter, read your book, or buy what you’re selling.
What you’re selling is good and will help the people you’re reaching, right? If you believe that, then you’re doing a disservice to that audience (and yourself) by not telling them you have something they need.
Your brains, Fezzik’s strength, my steel. – Inigo Montoya
A good team has complementary strengths.
You can do content marketing by yourself – but it’s really friggin’ hard. Working as part of team is much better. Some of the capabilities you need: imagination, ability to get points across in long-form content, the ability to copy edit (subject lines and CTA wording is HARD!), design sensibility (what can this look like), design ability (translating for the person with ideas, but no ability to design – tools like Canva and even Prezi are great for dabblers like me), create/edit video, and project management (somebody has to keep the trains running on time).
That’s only a short list. I’m a bit of a unicorn in that I can do all of the above. Of course I’m better at some things than others (as mentioned, NOT a designer).
Keep this in mind when looking to hire for a content marketing role or outsource to an agency (or one-person consultants like myself). Some content marketing problems require a hammer and nails. Others screws and a screwdriver. Maybe even a power drill. Make sure the agency (or person) has a broad enough toolbox to address content marketing from multiple angles. When looking into working with a someone like myself, you’ll want to make sure they are self-aware enough to know what they don’t know – and honest enough to tell you “no, I’m not a good fit for you.”
The Dread Pirate Robert’s real name is Cumberbund – Westley
Reputation (or branding if you prefer) is important. As he says to Buttercup, no one would surrender to the Dread Pirate Westley. Getting your brand right and developing a reputation that people respond to will ease the path to getting your word out.
Trust over time is cumulative. Just don’t develop a reputation as a ruthless plundering pirate!
I admit it. You’re better than I am. -- Inigo Montoya, fighting the Man in Black (Westley)
While it’s human nature to compare yourself and your efforts to others, there is always someone better. Partner with them, work with them, emulate them, or just admire those people from afar.
Just make sure you don’t get into a swordfight with them.
Nonsense. You’re only saying that because no one ever has – Westley, talking to Buttercup about no one ever living through the Fire Swamp
There’s a first time for everything. Just because no one’s ever done it before, doesn’t mean it can’t be done.
Be first – just watch out for Rodents Of Unusual Size, they exist everywhere.
Inigo Montoya – You seem a decent fellow . . . I hate to kill you.
Man in Black – You seem a decent fellow . . . I hate to die.
Regardless of the situation, it never hurts to be polite. This doesn’t really have much to do with content marketing other than the fact that, whether in business or personal life, be polite.
Hello. My name is Inigo Montoya. You killed my father. Prepare to die. – Inigo Montoya
Set goals. Develop the skills (swordplay if necessary) required to achieve the goal. Then accomplish your goals.
You can accomplish a lot in life with single-minded purpose, but there’s “also not a lot of money in revenge.”
Match your passion and goals to a large enough audience of potential customers who are willing to pay for what you’re good at.
Passion without a large enough audience to pay your bills is a hobby, not a business.
My love is like a storybook story – Storybook Love, Soundtrack by Mark Knopfler (yeah, Dire Straits baby!)
There is no storybook romance in inbound or content marketing. You’ve got to work and be smart to make the happy ending happen. It’s actually more like the original Grimm Fairy Tales (before Disney got to them) or an Aesop fable.
Success goes to the smart, the lucky, and the swift.
No. A farm boy. Poor. Poor and perfect. With eyes like the sea after a storm. – Buttercup, to the Man-in-Black
Where you begin doesn’t dictate where you’ll end up.
Over five years, Westley (the Man-in-Black) has transformed from poor farm boy to become the Dread Pirate Roberts.
Everyone begins a content marketing effort with poor reach and unsure of the exact skills needed to be successful. It doesn’t matter where you start. What matters is that you start. Zig Ziglar said it best, “You don’t have to be great to start, but you have to start to be great.”
Get started.
As you wish. – Westley and Grandpa
I’ve watched this movie . . . at least 50 times. This gets me in the feels every time.
For those of you who’ve not seen the move (and, really?!?!? C’mon!), “as you wish” is how Westley would tell Buttercup he loved her. It’s also the closing line of the movie, when Peter Falk as the Grandpa tells his grandson “As you wish” when asked to come back and read the book again tomorrow. Two points:
Love what you do. I’m lucky. I sorta stumbled and bumbled my way into content marketing. And I like it here, so I’m doing my best to be as good as I can be at it.
Tell your audience/customers you appreciate them, it’s OK (to channel Otis Redding) to “show a little tenderness.”
And tell your family and friends you love them. That’s always a good thing too.
I’ll explain and I’ll use small words so that you’ll be sure to understand, you warthog-faced buffoon. - Westley
First, let’s take a moment to appreciate that insult. I love it.
Use simple language. Simple doesn’t mean dumb or unprofessional.
I aim for a 6th to 8th grade reading level in most of my writing. You don’t need to use big words to sound smart. Clean. Concise. Straightforward. Cut industry jargon (your customers don’t care).
Now, if you’re writing to an audience of peers about a complicated topic – let the industry jargon and acronyms fly. But trying to entice someone to follow you or become a customer, K.I.S.S. is great advice (Keep It Simple, Stupid).
This was fun. I hope you’ve enjoyed it as much as I enjoyed writing it.
Later, I’ve got a movie to watch.
Are you struggling with your content marketing efforts? I can help. Drop me a note here, duhonius@gmail.com, and/or 301-275-7496.
I look forward to working with you.
Excellent advice. Excellent movie. The two together? Something better would be INCONCEIVABLE.
LOVE THIS! Some great advice creatively delivered (and yes, great movie!)