Words: ~400 Time to Read: ~2m10s

velvet underground group photo

As a marketer…

You have to be a purveyor of all things.

A constant learner.

 

And on that journey…

I’ve found out I’m a bit more into a music history than I thought.

I can almost hear the groans.

How to Stop Pissing On and Pissing Off Your Customers

Before you close out.

Or throw me in a trash can and call me a nerd – let me bring this around.

It’s neat to see how musicians affect and influence other musicians.

 

In 1971, Velvet Underground released the album Loaded – which had a lovely track called “Who Loves the Sun.”

If that song title sounds familiar…

It may be because you instead know The Beatles song – “Here Comes the Sun.”

Which, The Beatles song came out just two years earlier.

 

I like to think VU wrote this song (unofficially) as a response to the Beatles song – it sure as hell sounds like it at least.

And also, as a nod of inspiration.

 

If you don’t know what the Beatles song is about…

Here are a couple of lines.

Here comes the sun, and I say
It’s all right

The song was basically about –

How great and amazing the sun is…

…and even though tons of things can go wrong in life…

…at least the sun reminds us of life’s beauty.

 

That’s nice.

That’s what we need – right?

…right?

 

Velvet Underground said, “uh no, fuck that nonsense.”

How to Stop Pissing On and Pissing Off Your Customers

They said…

“Don’t piss on my back and tell me it’s raining!”

Okay – they didn’t exactly say that.

 

But let’s take a look at a few lines.

(Or you can just listen to the song because it’s amazing…link at the bottom)

Who loves the sun? Who cares that it makes plants grow? Who cares what it does? Since you broke my heart

Who loves the wind? Who cares that it makes breezes? Who cares what it does? Since you broke my heart

Which brings me to my point.

Don’t sell people on what you think they want.

Ask them about their problems.

 

What you think they care about could be totally wrong.

 

It may not interest them.

That’s how you turn off their curiosity switch.

That’s how you lose the sale.

 

Or for some…

That’s how you get a band to write a song about how much that first thing you talked about actually sucks (compared to their bigger problem.)

 

Don’t sell people the sun when they’re fucked up about heartbreak.

 

Find the problems they care about.

Just ask them.

 

Show them how to fix those problems instead.