Blue origin performative marketing
Summary
This episode discusses the difference between performative visibility and genuine visibility. Performative visibility is when someone is more focused on creating an image or appearance of success, while genuine visibility is when someone is truly aligned with their messaging and marketing. The recent Blue Origin spaceflight with an all-female crew is used as an example of performative marketing, as the women were positioned as astronauts when they were actually passengers on a commercial flight. The episode encourages businesses to focus on genuine visibility by being truthful and authentic in: This podcast episode encourages listeners to go out and share their stories and voices on podcasts. It promotes the book "Make Every Podcast Want You" as a tool to help make guests more exceptional and desirable for podcast hosts. It also reminds listeners that their stories have the power to save lives and encourages them to follow Communication Queens on social media and visit their website for more storytelling and communication tips.
Transcription
What is the difference between performative visibility and PR and marketing and marketing that is actually so aligned? Like visibility and communication is actually soul aligned. Stay tuned. This episode can change your messaging and marketing for the rest of your life. Queens. Your voice is your power, so why are you keeping it locked in the castle? The easiest way to expand your empire and be heard by thousands without running ads for your business. Podcast guesting and pod match makes it ridiculously easy. That's why it's one of the few platforms I personally recommend in my award winning best seller, Make Every Podcast Want You, because Pod Match actually gets you booked on quality podcasts, so stop waiting for the invite. Grab your mic. Claim your stage and get visible so you can expand your empire. Sign up today at Pod Match.com in the link in the description and start spreading your message to the masses. Welcome to the Communication Queens podcast for the visionary leaders, speakers, service providers and podcasters who are looking to stand out sharing their story. I'm your host, Kimberly Spencer, former screenwriter turned master communications coach. On this podcast, I'll be coaching you on how to share your own transformation story so that you increase your visibility, influence, and income on podcast interviews. Let's get your voice heard. Hey there, I'm Kimberly Spencer, founder of the Communication Queens Agency, where we help you leverage podcast guesting as lead generation for your business and strategic visibility. And with today's hot topic being the Blue Origin spaceflight, I think that it is such a perfect example of performative visibility versus what is soul aligned visibility. Because if you're not familiar, there was a whole crew of women celebrities, Jeff Bezos's girlfriend that went up in the space flight of Blue Origin, which is a commercial spaceflight. And it's like $20 million to book a ticket. They spent 11 minutes in space. Good for them. They had a great time, and now they're coming down. You know, they're back to earth and doing a whole PR. Journey with this, and they have received so much backlash from this PR because they were positioned. And this comes down to positioning in marketing and messaging. They were positioned as the first all female space crew. Now there are astronauts and scientists and astrophysicists and engineers who have worked their entire life to get to go to space, to be able to have a voice in Stem, to be able to build rockets. I mean, my son dreams of being an astronaut. And personally, as a woman, I'm like, this is not the role model I want for him, because there is a big difference between years of studying aerodynamics, astronomy, engineering, and buying a ticket. So this wasn't the first female crew. This was a commercial spaceflight. There is no shame in buying a ticket and being able to spend $28 million to take a 11 minute joyride up in space. If you can do that. Rock on. Good for you. The problem is, is that in the marketing and the positioning of the visibility of this experience, they positioned these women and all of these women, they are highly accomplished women in their fields, like many of them, have done incredible things. Like Katy Perry is an extraordinary recording artist. She's had an amazing career, like some of the other women. They've just done extraordinary things in their lives and with their careers. But the problem is, is that the focus was on this illusion and this positioning of being an all female space crew. And when really like, let's be honest, on a commercial spaceflight, like, I don't consider myself a pilot of a plane or part of, you know, Southwest Airlines because I am buying a ticket to be a passenger. And that's the problem with the positioning of performative marketing, because when you have performative communication and performative visibility, there's it's actually lacking the truth of substance that goes behind it. So the truth. I dated a PR agent years ago and way before spiky, and one of the things I remember he posted online and he posted a picture of the beach and said, hiking in my backyard. And I was like, dude, you live in a studio apartment on Moorpark Boulevard, which is in the, in the valley of, of Los Angeles, like it's in the Valley. If you've watched clueless and I was like, your backyard is not 45 minutes away down the 101 to the 405. And I've no, I've never sounded more LA. But I was like, that is the problem is like, it's this illusion of media. And now people are so much more discerning. And there is just an awakening of truth that people are feeling. There is a gut knowingness that a lot of people have woken up to in the past five years, being able to see through these illusions of marketing. And I see it shifting in the coaching industry, particularly with the marketing of these big, gigantic ten k months balloons. Here's my 100,000 followers and all that. And people can easily now see that they're like, you may have 100,000 followers, but you only have like a tiny little bit of engagement, which means you probably bought and paid for them. Looking at what is performative in your business. And a lot of times with performative visibility, it's in the positioning and it's how you're showing up and it's how you're positioning yourself. And it's it's a piece that's not being either fully owned or fully revered. And I think what was missing in this positioning of this PR event with Blue Origin and the ladies who went on that space trip, was the fact that they were positioned as astronauts versus commercial space travel like passengers, because the real women in Stem were not being celebrated. There was a lack of reverence in both the PR afterwards and in the marketing around this event. There's a lack of reverence for the women who the Hidden Figures, the whole movie was made about them. Um, the Hidden Figures, females in Stem who have literally been the ones to pave the way. A friend of mine commented on a post that I shared about this and was like, well, we don't want to hate on women. And y'all know like I am the biggest, like true cheerleader for women. And this is not to jump on the hate the women bandwagon, but to actually dissect what went wrong with the communication and why it's being received poorly. Because I think we can learn from this experience as as marketers, as messengers, as communicators, and especially as women, um, and as men, to not leverage performative female empowerment when it's not actually empowering anyone. And I think now more than ever, performative marketing, we're going to see a significant decline in. People buying into it. But the more we see it, the more we're like, yeah, that's that's kind of phony. Um, and a friend of mine commented and she's like, well, you know, we don't want to gang up on these. And like, no one ganged up on Shatner or Bezos when they went to space. And I said, yeah, but they weren't positioned as astronauts. The the problem with performative marketing is in the positioning, and it's the positioning of the perspective for the audience. So we live near a private airfield, and if I went into that airfield and made friendly with some of the pilots and was like, hey, can I hop on your plane flight? Um, and just get on a private jet and then took pictures with, like, a luxury handbag and some gorgeous sunglasses, and it looked like and was shaping the perspective that, oh, I travel private. I don't yet, but if I was to shape that perspective, that is performative marketing. It's bra marketing in the female form, bro. Marketing got such a bad name years ago because it was the guys on YouTube flashing all the cash, driving the lambos and all that, and it made women feel gross. Yet performative female empowerment is bro marketing in a bra. So if you are saying you're this hot shit, you know, seven figure person, uh, seven figure business owner. But let's be honest, your business has been in business for ten years and you just now hit seven figures a cumulatively. There's a big difference between earning seven figures in a year and having a seven figure annual income, which puts you in the top 3% of business owners and earning seven figures over the course of a decade. That's performative marketing because ultimately it's not really real. If I was coaching these women in how to approach this PR experience, I would have said, give your reverence to all the women who helped build that spaceship. Give your reverence. Give your. Let this light shine not on you and your experience of being in space, even though, yes, everybody's going to have questions about it. Let the light be on. Wow, I'm so impressed that, like so many women built this spaceship, I'm so many impressed by like how? Like the fact that I, as a woman am able to go up in space now is on the shoulders of giants. Of all the women who weren't, who did not get a big PR campaign, who got turned down for going to space because they were a woman in the 50s and 60s. Um, so being able to give the reverence back, shine the light on those women, it actually would have helped uplift the image of this experience because. The proof. When people see through the performance, it's because the spotlight's on the wrong thing. And it's it's more from an egoic place that you're putting that spotlight on something that's not fully true. Like, for example, you know, you're a seven figure business owner, a cumulatively versus somebody who has is owning, like, hey, I generated six figures this year and that is great. I'm really freaking proud of myself. The lack of performance, or especially for my business coaches who listen to this like you helped your clients get to a seven figure year. Maybe you're not there yet, but you helped your clients get there, and that can be a powerful asset and positioning angle because it's not showing. It's not positioning you as a seven figure coach. It's positioning the business owners that you work with that you actually get your clients those results. So when we look at our visibility, where in your communication, if we were to be brutally honest, are you still performing where in your communication, where in your image that you are projecting out in your brand. Are you trying to show things because they're industry standard, because you're trying to fit into a certain mold of how things are done versus where are you? Where can you truly own? Those aspects of you, those accomplishments, or shine the light on others, which ultimately also reflects the light back onto you? So a great way to do this would be like highlighting your client wins versus just highlighting your own monetary wins. And I've seen that shift drastically in the marketplace over the past two years specifically, especially with the buyer hesitancy that is right now, because a lot of people got burned in 2020 and 2021, and they need more than just vibes. They need actual tactile strategy, actual actions. And I think that that's the big difference is that this was supposed to be this whole positioning of the Blue Origin flight was supposed to be like vibes of female empowerment. So it's performative female empowerment versus. Did they actually give any money to Stem research? How many women went into building that spaceship? Um, how many women were doing all the calculations in order to support them to get safely into space and back? Those are the actual actions, the things in the physical realm that create a sense of integrity with your brand, that create a sense of integrity with any PR or marketing campaign. We have to look to the physical 3D realm of the actions that you're taking, the actions that have been done, the results, the effects. Not just empowering, but not actually doing anything about it. So with that, I hope this episode inspired you to take your marketing. If you still have any semblance of just performative ness and it into a true authenticity, like really owning where you're at, the results you get for your clients, how you show up, your mistakes, your faults, your foibles and your successes and your growth and your potential. As always, your story has the power to save at least one life, especially if it's just your authentic story. So go out there and let your voice be heard. If this episode sparks something in you, imagine what could happen if podcasts everywhere were asking for you. That's exactly what make every podcast want you helps you to do. And it's not just hype. It is not only a bestseller and two time Gold Medal Award winner. Stack List listed it in New York Times Square as one of the top books to change your life of 2024 for a reason. So if you're ready to become the guest every host dreams of. Grab your copy of Make Every Podcast want you in the link below and make your voice unforgettable. Thank you so much for listening! If you love this episode, subscribe! Leave us a review and share it with your friends. For more tips on guest podcasting, storytelling and communication strategies. Follow us on social media at Communication Queens Agency and visit us at Communication Queens. Com. I look forward to seeing you in the next episode. And in the meantime, remember your story has the power to save one life. Let your story and your voice be heard.
