The Genuis Marketing Strategy of Victoria’s Real Secret May Surprise You

We all have a story. Telling yours could change your life!

Although it’s no longer printed, just about everyone has seen a Victoria’s Secret catalog. At the height of its popularity, it was filled with attractive models wearing lingerie and swimwear. Every edition was based on the same successful formula: high-quality photographs of young, attractive women showing lots of skin.

In August of 1997, the Entertainment channel aired a one-hour special showcasing the company and its models

During the program, the company credited its use of “supermodels” as a major factor in the catalog’s popularity — and resulting sales.

According to the company’s spokesperson, it was the models’ physical beauty — their sex appeal and “that special look” — that sold clothes. One of the company’s associates even went so far as to assert that the Victoria’s Secret models were of such rare beauty, there were only twenty women in the entire world as attractive — and Victoria’s Secret had five of them.

The program was presented with such a seamless flourish — with such apparent credibility — the comment flew across the airwaves and into the ears of viewers without challenge. The producers, executives, and others having responsibility for the program’s content obviously thought the statement too innocuous to worry about.

But think about it . . .

Only fifteen other women in the entire world as attractive as the five supermodels in the Victoria Secret’s catalog.

Do you believe it?

If I were going to wager on the minimum number of women in the entire world that would be considered as attractive as Victoria’s Secret’s five supermodels, instead of the twenty as claimed by the spokesperson, I would bet there’s at least twenty-one. Or maybe twenty-two. Or even — dare I say it — more.

Here’s the point: By Victoria Secret’s assertion that the level of beauty exhibited by their models was limited to only twenty women in the entire world, the company was attempting to create “fact” — and in this case, a sense of exclusivity — by sheer statement.

And at the time, it worked.

It worked because of a marketing principle that states the buying public will believe just about anything — as long as (1) the source is believed credible, and (2) it doesn’t contradict what they already know to be true.

Obviously, the primary purpose of the Victoria’s Secret program was to entertain

It made for great viewing, and the public learned more about the company and its mission.

And for a moment, you really believed that, didn’t you?

You’ve just personally experienced useful fiction.

In reality, the purpose of the program was to bring Victoria’s Secret out of the shopping mall and into the living rooms of several million prospective customers, many of whom became more familiar with the company and its products. And more important, they became more comfortable with the idea of buying from Victoria’s Secret.

As a selling tool, it was a brush with brilliance

The program presented the company as sophisticated, sexy, and fun — just like the clothing they sold!

And as I watched the models posing and the host chatting about the possibility of a real woman named Victoria and what her secret might be, I also realized how easy it would be for viewers to believe they could become a part of Victoria’s Secret’s world of glamorous fashion by simply purchasing their clothes.

From the standpoint of raw marketing power, it just doesn’t get any better

Here’s a more recent example drawn from the entertainment world:

In late 2018, the movie Bohemian Rhapsody was released in theaters. It’s a stylized semi-biographical account of Freddie Mercury, including his start in the music business, his rise to fame as the front-man for Queen, and his early death as a victim of AIDS.

It was a fifty-million-dollar gamble — the cost to produce the movie — based on the popularity of Queen’s music and Freddy Mercury’s originality and eccentric performance style. At the time of its release, many music “insiders” criticized the movie as being full of historical inaccuracies.

For example, there is a character in the movie that makes the statement, “Queen is the most popular band in the world.”

But there was no justification for it — it was just a statement presented as fact

It wasn’t based on the number of records sold or the total amount of income the band has generated. As I said, it was just a statement, made to influence viewers — to make the band’s historical impact on the world of music appear to be much larger than it really was.

Did it work?

Bohemian Rhapsody was the sixth highest-grossing film of 2018.

In the first six months following its release, the movie grossed over nine-hundred-million. By now, that figure is probably closer to a billion dollars. And by the way, it won four Oscars.

So I think it’s safe to say the promotional efforts — both overt and “embedded” — were very successful.

The use of persuasive marketing to increase consumption is not new

Building popularity by sheer statement is common in the entertainment business. It’s part of the hype that powers the industry. And although many of the details attributed to musicians, actors, and others who make their living in show business are exaggerations — or at the very least, a stretching of the truth — we accept the claims of outlandish success with a receptive and open mind.

Because we want to believe the best about our heroes and superstars — the people who sell us fantasy, escape, and a welcome diversion from the routine, predictable, and repetitive nature of life.

So, what do these stories mean to your business?

What do they mean to you personally? It means you can — and should — create your own story.

Because every business — every professional — needs a story.

Maybe it’s an exciting tale about your company’s history — how you got your start, or the obstacles you had to overcome. If any of those challenges were of a personal nature, consider revealing them — especially if it highlights your sacrifice for others, your efforts to maintain a sterling character, or making a moral or ethical choice that cost you in the short term, but proved to be the right move over the long-haul.

But what if your history is nothing special?

What if there are no highlights or special claims to fame that can be attributed to your startup efforts?

Many business histories are created or, at the very least, embellished. Take a moment to think about your own business. What made it successful? What personal sacrifices had to be made? Who is associated with its success? Do these people have any notoriety within your industry?

A good story can help establish very powerful levels of rapport

Because people love a great story. They like to hear about success — about the good guy winning the prize.

And you did win, didn’t you? You overcame a hundred sleep-robbing problems and prevailed through countless nerve-wracking trials as you pushed your new business toward success.

You were determined to make it. You were a tiny David taking on the giant Goliaths of the business world. And you survived — and flourished. And now, you bring that determined, winning spirit to everything you do, especially as you strive to satisfy every customer.

Because for you, it’s personal.

How’s that for stoking the emotions?

I know — some of you are shaking your heads thinking, I could never do that.

But I’m telling you, it works. People relish hearing stories of heroes and conquest. They swoon, cry, and cheer — and they spend their money — because they want to hear about the good guy winning.

So let them fall in love with your story.

Creating your origin or back-story is similar to preparing an elevator pitch. Start by putting together a brief overview of how you got your start, and why you were motivated to work in your chosen industry.

If you’re an employee, talk about how and why you chose the company you work for. Tell clients why you’re happy with your choice, why you enjoy your job, and why the relationship between you and your employer has been beneficial and advantageous to customers.

And finally, avoid turning your personal story into a brag-fest

The point of telling others about your history — your motivation and why you do what you do — is to increase rapport, to find common ground, and to validate your trustworthy character. Be humble and modest. Any reference to your accomplishments should be presented as examples to others — to motivate and inspire.

You did it, and they can do it too. And you’re ready to help them get started.

© 2020 Roger A. Reid. All Rights Reserved.

Listen to the Podcast of this article at Success Point 360

Roger A. Reid is the author of Better Mondays: The New Rules for Creating Financial Success and Personal Freedom (While Working for the Man)

Roger A. Reid, Ph.D. is the host of Success Point 360 Podcast and author of Better Mondays and Speak Up. A certified NLP trainer with degrees in engineering and business, Roger offers tips and strategies for achieving higher levels of career success and personal fulfillment in the real world.