Jackie Collins and Why Marketers Need Romance

Jackie CollinsEarly Sunday morning, it was almost as though Jackie Collins was still marketing her best-selling romance novels. After visitors to JackieCollins.com stopped to read the family statement about her passing on Saturday, this interstitial popped up:

“Jackie’s new novel, ‘The Santangelos’ has arrived!

Enter your email below to receive the first 7 chapters for free! And remember … someone is going to die!”

While this ad has many elements of good marketing included in it — gathering data via a giveaway, creating anticipation and so on, the real secret behind its allure may be what the author herself offered: Romance.

In March 2015, PaulWriter.com hypothesizes that this is an element that’s missing in the hyper-connected, real-time world of wearables and status updates. Consumers want feelings that last, the power of the unknown, intimate and beautiful moments, and the profound truth of the un-quantified self.

“This new demand for meaning has dramatic effects on the economy of attention that constitutes the marketing arena,” writes post author Tim Leberecht. “We like convenience and comfort, but we love brands that offer us unexpected beauty and friction. We look for rebels who punctuate our routines and offer us not just purpose and personalization, but a heavy dose of punch-drunk love. We want experiences that are unique and precious; experiences that can’t be scaled and must not be optimized either. In other words, we want romance, the ultimate insurgent in a regime of maximizers and optimizers.”

Below the interstitial on JackieCollins.com is just one of those moments.

Family Statement: It is with tremendous sadness that we announce the death of our beautiful, dynamic and one-of-a-kind mother, Jackie Collins, who died of breast cancer today. She lived a wonderfully full life and was adored by her family, friends and the millions of readers who she has been entertaining for over four decades. She was a true inspiration, a trail blazer for women in fiction and a creative force. She will live on through her characters but we already miss her beyond words.

What does romance lend to marketing and vice versa?

Please respond in the comments section below.


Heather Fletcher is senior content editor with Target Marketing.
Publish date: September 21, 2015 https://dev.adweek.com/performance-marketing/master-marketer-jackie-collins-lessons/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT
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