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Tesla Motors doesn’t just makes electric cars, it sells a slice of the future.

The cars are so good that they’re winning all the awards that gasoline cars used to win. They’re literally a better kind of car, according to both experts and regular drivers. As William Gibson would say, “The future is already here – it’s just not very evenly distributed.”

Tesla Motors has no advertising, no ad agency, no CMO, no dealer network. And that’s no problem. – AdvertisingAge

If you drop by the Tesla forums, you’ll see a community of passionate fans discussing how to market Tesla better.

Tesla fans are crazy advocates. They attach deep emotional significance to the car. They’re not paying for a mode of transportation, they’re paying for a slice of the future.

At the time of writing, Tesla has more orders than they can build – That in itself is great marketing.

By eschewing a flashy marketing campaign, Elon Musk communicates that Tesla is super-focused on groundbreaking technology. Every element of the Model S- from the recharging technology to the drag coefficient of the car- is the pinnacle of research and engineering.

Despite all this, Elon Musk (the founder of Tesla Motors, aka Iron Man) isn’t too worried about marketing. Give Tesla a marketing budget, and they’d likely pour it into refining their production. The end result? An even more incredible car that everybody’s going to be talking about.

I know a lot of very wealthy people.  Most of them made their money in technology.  I don’t think Bentley or Rolls-Royce is anywhere near the top of very many of these people’s idea of an impressive car.  A Tesla is more like it. – Jimmy Wales, on Quora

This sort of advertising is earned, not bought.

You earn this sort of attention by making something truly newsworthy.

Speaking of newsworthy, Elon Musk does lots of interviews. They’re all over YouTube. You have to ask- why are people interested in interviewing him? It’s because he’s working on cool, interesting projects. That’s all the marketing he needs. Do something truly cool and the media will beat a path to your door. (This is an oversimplification, of course, but it’s a starting point often overlooked by people looking to get a “quick break”.)

What can a retailer learn from Tesla?

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1: Build something that matters to people.

This is the hardest thing to do, and it’s also at the deepest core of marketing. The best way to communicate value is to start by make something incredibly valuable to a significant market. The communication bit is trivial if the value is self-evident.

In Elon Musk’s eyes, the “significant market” is humanity itself- electric cars are valuable because they’re the future of sustainable transportation. They’re also incredibly difficult to work on.

Read next: 8 Examples Of Creating Unexpected Utility In Marketing To Get More Word-Of-Mouth

2: Tell a story that resonates with people.

Lots of people like to make comparisons between Elon Musk and Steve Jobs.

Steve Jobs was a master storyteller and he had a legendary flair for the dramatic. In comparison, Elon sometimes stumbles over his words awkwardly, but he has the measured confidence of a person who truly knows his stuff inside out.

You can’t fake that. A great story doesn’t necessarily need a polished storyteller- sometimes the story is best told haltingly, from the trenches.

But the point is, neither of them would be worth our attention if they were selling stuff that wasn’t valuable. iPhones (your music and the internet in your pocket!) are a great story. Electric cars are a great story. The greatest stories are aspirational, representing the triumph of passion, conviction, persistence and diligence.

In a grittier reboot, it’s about somebody who got so sick and tired of the status quo that they carved right through a mountain to get to where they want to go. [1]

Read next: Storytelling for Brands: The Ultimate Storytelling Guide [Infographic]

Is there a flipside?

Anything successful and valuable has its fair share of haters. Cynics might say a Tesla is simply a glorified toy for rich technocrats to show off with. (Similar things have been said about Apple products.) That’s an entirely valid assessment of the situation, and a very happy problem to have if you’re a creator.

But humans are inescapably social creatures, and we’re pretty much always going to be obsessed with status symbols. We might as well make it something that genuinely puts our species on the path to sustainable transportation.

Our impulses and desires don’t change very much- but we can change the way we express them by changing the stories we tell ourselves.

More about Tesla:

Footnotes:

[1] Dashrath Manjhi did literally that. Great stories don’t have to be incredibly creative, they just have to communicate great effort, great sacrifice, great conviction.)

UPDATE: Seth Godin describes in his latest blogpost how consumers develop crushes on brands because of two elements: magic and generosity. Tesla, like the iPhone before it, has them in spades. You have to go above and beyond the call of duty and deliver the unexpected. It doesn’t require genius nearly as much as it requires relentless conviction, a determination to do better than anything that exists in the market.

It’s never crowded along the extra mile.

FURTHER UPDATE: Shortly after this blogpost went up, Elon Musk shared his idea about the Hyperloop with the world- a new form of advanced public transportation. Now THIS is great marketing, and it’s entirely consistent with the above post. Why buy a Superbowl ad, when you can get free attention for coming up with something truly amazing? Elon Musk is quickly becoming a household name, and that’s free brand awareness for Tesla. Both Elon and Tesla are being associated with cutting edge technology. Can’t buy that. 

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Read next: 6 Entrepreneurs Weigh In: The #1 Way To Accelerate Word of Mouth