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The Seinfeld Effect: What Jerry Seinfeld Taught Us About Making Great Marketing Collateral

Sometimes an idea seems so out there that we talk ourselves out of pursuing the concept by telling ourselves that there must be a reason why no one else has done it. NBC took a chance on “Seinfeld”, literally creating a show about nothing  – this is proof you can create entertaining and informative content around the smallest things.

 Email Marketing – When you control the mail, you control information

Each “Seinfeld” episode is short-form storytelling that unfolds for each of the four friends, always somehow coming together in the end. There was no story arch; each episode stood on its own. One week, the storyline may have been unbelievably whacky and the next, undeniably mundane. You should treat each email is like a self-contained Seinfeld episode – at the end of each email, find a way to tie the story into your product. You might not control “information,” but you do get more control over who, what, where, and when people will see your brand. 

A/B Split Testing –  Yeah, I’m a great quitter

George:Yeah, I’m a great quitter. It’s one of the few things I do well. I come from a long line of quitters. My father was a quitter; my grandfather was a quitter… I was raised to give up.

When it comes to writing content for advertisements or creating an email, one rule stays the same: Always test! Test different, ad copy, creative, and CTA buttons to discover which ones work best. And like George, do not be afraid to quit. Yes, really. When it is evident, something will not perform as you hoped, do not waste time trying to salvage it.

Content Ownership – You’re killing independent George

Ownership of content is essential. “Seinfeld”’s co-creators Jerry Seinfeld and Larry David get the bulk of the residuals, while the actors who played Kramer, George, and Elaine get a pittance in comparison. While it is acceptable to share content from other pages occasionally, it is crucial to create your own content – with a goal of followers sharing YOUR content on their pages.

Public Relations – NO SOUP FOR YOU!

Although most of us do not want to be yelled at when ordering soup, the Soup Nazi did create a “secret club” of soup fiends. He built a customer experience that was like no other, creating exclusivity. If you were kicked out of the club, you’d do anything to get back in! While I am not suggesting you yell at your customers, I am suggesting you create a memorable customer experience that creates a buzz! 

 Fake it ’til You Make it – Is anyone a Marine Biologist   

We’ve all heard the phrase fake it ’til you make it, and sometimes that can be a viable approach. Tell the market what you are and look the part, but sooner or later, you have to be able to deliver. Remember the classic episode when George was pretending to be a Marine Biologist to impress a woman? While walking together on the beach, they encounter a crowd – and a beached whale. The bystanders were calling for a Marine Biologist. George had no choice but to climb the whale and hope for the best. He was able to deliver, removing a golf ball from the whale’s blowhole. 

Lesson: It’s ok to use perception to attract customers, but you have to be able to deliver. When you do deliver, use your success story as a marketing tool as George did and make it as dramatic as possible – The sea was angry that day, my friends.

Be Authentic – They’re Real and They’re Spectacular

Social media and videos allow you to be completely transparent.  If you are anything but “real”, your followers will see through you almost instantly.  Build content that connects with your audience and allows them to see the real you!

Are you missing the obvious? Let us review your marketing collateral and give our suggestions. Call us for a free consult 828.209.8066.

Blake Crawford

Blake is the Creative Director here at Greenstone Media. He helps companies tell the story their customers need to hear. When he isn't working, Blake enjoys hiking, playing guitar, and writing songs.