3 Marketing Lessons from RuPaul’s Drag Race

Hi my name is Courtney. I’m a semi-recovering binge watching addict. A while back, I waxed poetic about Netflix’s original content approach, and now I’ve got a new love to confess. I’ve watched nearly all of RuPaul’s Drag Race – all six seasons plus two episodes – a few times. It’s the perfect thing to have on in the background while I catch up on my Pocket reads or organize my Evernote (yep – I’m that much of a geek after hours too).

One of the things that makes RuPaul such a great “on in the background but still entertaining show” is the variety of catchphrases. You know which part of the episode you’re at without even looking depending on what RuPaul is saying.

Here are three essential RuPaul catchphrases that are totally applicable to your marketing success:

1. You better work.

   While all of the contestants are in the workroom, Ru evaluates their progress on that episode’s challenge and leaves the room with a reminder that “You better work!”

   

   You have to work – daily – at marketing. Social media has made that a must. You need to read, you need to connect and you need to publish if you want to attract your target audience. As a bonus tip, you need a dedicated work room – just like the queens – for your team to brainstorm, collaborate and keep your integrated marketing machine going. (We’re loving Slack – how about you).

2. Reading is fundamental.

   About halfway through each season of Drag Race, “the library” is declared open and contestants are invited to “read” one another – which basically amounts to clever, snarky and mean-but-funny insults. It’s always fun, but it contains another marketing lesson. Reading is fundamental – or feel free to substitute listening to podcasts, viewing some visual content or indulging in some YouTube. You’ve got to produce to be a great marketer – and your ideas aren’t going to fall out of the sky. You need to fill your brain with inspiration so when you meet with your team or write your next epic blog post it doesn’t fall flat.

   

3. If you can’t love yourself, how in the hell you gonna love somebody else? [sic]

   Every episode ends with this catch phrase, after a tearful but fabulous queen has left the main stage and lost out on her opportunity to win $100,000 and other prizes. As a marketer, there’s not a cruise and cash on the line – but there are your brand’s reputation, social traffic and sales at stake. You and your marketing team need to be in love with your company’s message and its story. This will come through everything you create. You have to “love yourself” before you can give customers “love”. Feeling less than inspired about your brand? It may be time for help in telling your story.
   

Can I get an amen up in here?