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If Beyoncé ran your business

This Ain’t Texas, But It Is a Masterclass in Marketing 🤠

Ever wonder how Beyoncé keeps her empire not just surviving, but thriving?

She just snagged Album of the Year—for a record in a genre she’d never even touched before.

That’s not luck. That’s strategy.

Behind her 35 Grammys (as of Sunday!) lies a strategy as precise as her choreography…

Welcome to the world of bipolar marketing.

In a world where attention is fleeting and marketing trends shift overnight…

The brands that win aren’t just consistent. They know when to break their own rules.

It’s daring. It’s high-stakes.

But it might be exactly what your business needs to command attention.

Topics of the day!

✔️ Beyoncé’s amazing success…

✔️ The “how” behind Bipolar Marketing

✔️ What to steal from this strategy

Disclaimer: While we’re unpacking the concept of “bipolar marketing,” I want to clarify that this term is being used purely in a marketing context. Mental health is a serious and sensitive topic, and I’m not here to trivialize or diminish its importance in any way.

BEYONCÉ’S AMAZING SUCESS…

Take a moment to consider Beyoncé’s crazy success—35 Grammys, record-breaking albums, billion-dollar tours, and a cultural impact so massive she can drop an album in any genre, and her fans will follow.

Beyonce at the Grammys
Beyoncé just won Album of the Year with “Cowboy Carter”!

Behind those trophies lies more than just talent. It’s a masterful use of what we’re calling bipolar marketing.

Here’s what this strategy entails:

🔥 Consistent Core Brand Identity:
Beyoncé’s brand is built on excellence, empowerment, and an unmatched work ethic. Her fans know what to expect—flawless performances, powerful storytelling, and a level of artistry that sets the standard.

⚡ Selective Contrarian Tactics:
Yet, she knows when to break the mold. A surprise album with zero promotion? A visual album redefining the industry? A genre-bending pivot into country music? These moves disrupt expectations and keep her audience engaged, always wondering what’s next.

The genius of bipolar marketing lies in this duality. Beyoncé lures fans in with a consistent, recognizable image. Then, just when people think they know what to expect, she flips the script—dropping an unexpected project, embracing a new sound, or making a cultural statement that dominates headlines.

Just like Cowboy Carter…

This blend of predictability and surprise keeps her audience locked in.

It’s why, even years into her career, she still sells out stadiums, trends worldwide, and commands global attention with a single Instagram post.

Through bipolar marketing, Beyoncé doesn’t just maintain her position in the music industry. She continually reinvents it.

As entrepreneurs, it’s a strategy worth considering: how can we establish a strong, consistent brand identity while incorporating elements of surprise and innovation to keep our audience engaged and invested?

THE ‘HOW’ BEHIND BIPOLAR MARKETING

So, how does this translate to your business? 

It’s about striking the perfect balance – the predictable and the unexpected.

  • Be Consistent.

Consistency is your anchor. It’s about having a clear, unwavering identity that your customers recognize and trust.

For me, it’s about being transparent, offering value through my content, and maintaining that approachable, no-pressure vibe.

Remember, your audience craves predictability.

They want to know what category you fit into.

If you’re constantly jumping ship with your strategies, your customers are going to get confused, and a confused customer walks away.

  • Be Contrarian (sometimes).

Here’s where the ‘bipolar’ aspect kicks in.

Once you’ve nailed your consistent front, it’s time to weave in some bold, contrarian moves.

But here’s the catch: these tactics need to come after the purchase, deepening the relationship with your existing customers.

Beyoncé doesn’t shock her audience for the sake of it. Every bold move is calculated, deliberate, and enhances her core brand.

  • Be Proactive.

In the first week of customer engagement, aim to maximize their lifetime value. How? Start with attractional marketing – draw them in gently.

Then, once they’re in, switch gears. Share more passionate, even polarizing content that resonates on a deeper level.

It’s like this: Once someone has bought your soap because it’s toxin-free and feels great, you tell them about the “silent killers” in common sponges and offer them the ultimate sponge as a bonus for a bulk purchase.

WHAT TO STEAL FROM THIS STRATEGY

So, here’s the takeaway: Be consistently YOU, but don’t be afraid to mix things up.

Keep your audience guessing, engaged, and more importantly, loyal.

Remember, it’s not about changing who you are… it’s about showing the different sides of your brand’s personality. 

Your brand needs a stable identity with periodic shake-ups to keep the market intrigued.

Ready to win? 🏆️🏆️🏆️

It’s time to own your space, redefine expectations, and command attention with your marketing.

Do you want the HighLevel fast-track?

We bundled all the goodness we created for ourselves over the past 18 months into a complete training to sell more & retain clients longer with HighLevel®.

About HL Pro Tools

HL Pro Tools is the only white label HighLevel® support with a money back guarantee to help your agency sell more & retain clients longer.

Do you want the HighLevel fast-track?

We bundled all the goodness we created for ourselves over the past 18 months into a complete training to sell more & retain clients longer with HighLevel®.