The South Park's notorious record.

Back in 1997, when the Comedy Central focus group tested South Park, it set a notorious record.

Scoring just 1.5 out of 10 points with women. Three of the women in the group cried. They hated it so much.

👉But the group that mattered - adolescent boys and those who act like them - immediately fell in love with it.

They watched it, talked about it, and helped to promote it.

The show became a monster hit from the get-go. And after 26 years, it’s still going strong.

All because they haven’t given in and gotten softer over the years.

So, the good old facts still hold true.

📣You have to make bold bets and turn a big chunk of people off to create something that another group adores. That’s the only way to succeed.

Okay, but when you’re selling PPC services or CRMs, it’s tough to create something like that.

Yes, it’s hard, but not possible.

You can always solve some particular pain to a certain ICP that others wouldn’t care about, or it would be counterintuitive for them.

Also, your marketing can still do that. That’s where things like narrative design/POV marketing come into play.

Evangelize a POV, ridicule the people doing things the old way, and talk to a tiny subset of people.

👀I bet when Chris Walker started in 2019, very few people agreed with the “dark social” message.

But if the message resonates, they’ll become fans, not just clients.

And they’ll help you spread the message.