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.

Today in 5 minutes or less:

✔️ We’ve never seen success like this…

✔️ 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.

WE’VE NEVER SEEN SUCCESS LIKE THIS…

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.

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.

• Be Balanced + Be Real.

In essence, bipolar marketing is about balancing your reliable brand identity with moments of intense, engaging marketing. This doesn't mean losing your brand's core identity. It means enhancing it. Your customers should feel like they're part of a journey, one with familiar paths and exciting twists.

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.

To profiting more and working less. 💸 

-Matt

👇️ COOL FREE THING

Beyoncé doesn’t set up her own stage or mix her own tracks—so why are you still trying to do everything in your business?

The difference between thriving and barely surviving is knowing what to let go of (+ how to do it without chaos).

My Delegation Playbook gives you the exact framework to free up your time, keep quality high, and finally step into the CEO role your business needs.

Grab it now and start running your business like a boss, not an overworked employee. 👇️ 

READY TO JOIN THE HL PRO TOOLS FAM?

Ready to kick your agency into high gear? HL Pro Tools has got your back with two awesome options to join our community and start making moves:

🌟 Get branded support for your HighLevel agency @ hlprotools.com. We give you all the tools you need to kick SaaS, complete with personalized branding that will make you feel like a boss.

🌟 Join our Facebook group and connect with other CEOs who are revolutionizing the game by sharing insider tips and tricks that will make you feel like a true industry leader in no time!

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