I’m attempting to come back from an extended blogging hiatus (I’ve been Twittering up a storm, though…) , and I feel like I should say something profound. You can be the judge on the profundity of this post, but I’m going to let you in on a little secret: what I consider the most important rule in marketing.It’s something I picked up from Kathy Sierra, who used to run an incredibly inspiring blog called “Creating Passionate Users“, then disappeared for a while from public life due to some unfortunate circumstances, and recently reappeared as a very active Twitterer. Anyway, the rule – which is paraphrased from some of Kathy’s ideas is this:
Don’t tell people how much YOU kick ass. Tell them how you can make THEM kick ass.
This maxim drove a lot of the thinking behind the new RockBand.com launched last year. I don’t feel the goal of our site is to tell you how great Rock Band is. It’s already a worldwide phenomenon, and the gaming press does a pretty good job of getting the word out on the features and quality of the game. No, the point of RockBand.com is this:
How can we make you – the Rock Band player – kick more ass?
There are a few examples of this on the site. The first is our “Zine” section – and, specifically, our “52 Weeks to Rock” series of articles. This content has absolutely nothing to do with the game! But we know that, as a Rock Band fan, you love good music, you might want to play music for real, you know that WE have accomplished rock musicians on staff, and we’re going to share our experiences with you to help you kick rock and roll ass.
Our Music section features writeups on the songs in the Rock Band games. We could have just rehashed song reviews from another site. Instead, we have Brett Milano, a well-established ace rock journalist (and killer RB drum player), write up background info on each track – giving you insights into the artists you can’t get anywhere else. Why? Because we want you to be the guy (or girl) with all the good tidbits about that hot new (or classic) band. When you’re talking to your friends about that latest DLC track, we want you to (you guessed it) kick conversational ass.
Rock Band is not just another game. And Harmonix is not just another game company. We’re a bunch of passionate music fans – who really know our stuff – trying to bring a new social phenomenon into the world. In the coming year (and years), you’re going to see a lot happening on our website driving home the point that playing Rock Band isn’t just a fun thing to do to pass time, it can truly improve your life – socially, artistically, and – who knows – maybe even financially. Rock Band is for music gamers who want to KICK ASS!