Jerry started off trying to do a certain type of show with a certain type of content. It wasn’t working.
They changed directions, gave people what they wanted and ratings started to increase.
Does this mean you have to lower your standards or sacrifice your integrity or compromise your standards?
I don’t think so. It simply means marketing is about giving people what they want. It is next to impossible to change peoples mindsets, the way they think and their current perceptions.
But if you give people what they want, where does that leave you?
Well, sell people what they want first, but then give them what they need.
If you are in the business of teaching people guitar:
People don’t want to learn how to play chords or scales on a guitar. They want to learn how to be a rockstar, or be the center of attention at the party or get the girl. So sell them what they want first, then give them what they need. The chords and scales.
If you are in the business of fitness training:
People don’t want to work out and exercise. They want to look better in their clothes, have more energy or feel better about themselves. Vanity actually appeals more to most people versus health. So sell them what they want first, then give them what they need. The exercise and training.
I think what we can learn from Jerry Springer about marketing is he started providing people what they wanted, but then gave them what they needed.
Sure the show is ridiculous and over the top, but if you watch the end, Jerry has what is called the Final Thought.
This must be the way Jerry feels ok about the other portion of the show. That 1 to 2 minutes at the end of the show is his opportunity to give some intellectual reasoning to the absurd, yet entertaining last hour.