How to Build Entertainment Value in Online Business: Key Strategies for Small Enterprises...
Have you ever seen the movie “Gladiator”? Haven't you seen it???
After all, it's a famous film by Ridley Scott from several decades ago (currently, part 2 is being made), set in ancient Rome.
It tells the story of Maximus Decimus Meridius, a powerful general who was betrayed and degraded to the role of a slave...
...and then gladiator.
As he climbs the ranks of his gladiatorial career, Maximus, in one scene, after defeating several opponents in the arena, stands before the crowd, looks them straight in the eye, and shouts defiantly...
“Are you not entertained?!”
This is a powerful moment in the film. A scene that has become iconic.
And it always reminds me that in ancient Rome, the authorities used entertainment to control ordinary people. It was a tool that diverted attention from the weakening autonomy in favor of imperialism.
But why did it work?
This is what I would like to talk to you about today.
What is it all about? About the idea of entertainment and its relationship with value.
Entertainment value – one of the most underrated forms of value in the world of online business.
Value = Importance, significance, or usefulness of something.
It's interesting because when I look at this definition, it's not immediately obvious how “entertainment” could be perceived as...
...important or useful.
Because how is it possible that “entertainment” could distract the entire population of ancient Romans and lead them to give up their autonomy? Some argue that something similar is happening today in various parts of the world.
But returning to the question...
…how does it happen?
How is it possible?
Let's look at the definition of entertainment:
Entertainment = an activity that provides enjoyment or pleasure to someone.
Providing fun or pleasure.
I think most of us would agree that fun and pleasure are important in our lives, even if we don't always want to admit it.
Many of us try to be stoics, but each of us desires happiness, and often that happiness comes through fun or pleasure.
Little pleasures...
Simple joys...
Charming entertainments...
As humans, we are drawn to them. Perhaps there are even physiological reasons for this.
It has been scientifically proven that simply feeling good improves health.
It helps sleep better, reduces stress levels. In fact, some studies suggest it may even help you live longer.
Maybe that's why we are naturally drawn to things that make us feel good.
Simple entertainment value.
But what is it really?
What is entertainment value? This question is difficult because entertainment value seems to be very elusive. How to define it? How to create frameworks that help us define it?
The challenge is that different people find different things funny. Not all of us have the same sense of humor or interests.
Of course, many companies have already figured this out, I don't need to explain it to you.
Take, for example, Dollar Shave Club from the USA and their funny commercial “Our Blades are Fcking Great!”.
People loved this ad, and it became a viral sensation. It was probably a key element in the successful launch of their business.
Another great example is Allstate Insurance and the entire campaign featuring a character calling himself “Mayhem”.
In each ad, there is a different catastrophe, and it seems he takes pleasure in ruining others' lives.
The “Mayhem” ads are funny. People love them, which brings them closer to Allstate. It's customer acquisition through humor. Real money.
After two quarters of the “Mayhem” campaign, Allstate reported a 4.3% increase in sales, reaching $7.9 billion.
So truly measurable success.
However, these examples concern large companies from the USA and professional marketing teams.
What about one-person businesses? How can these principles apply to a solopreneur working at a kitchen table?
For the Small Business Owner There are certain things you can do to narrow down the topic and start building frameworks for delivering entertainment value in your market.
First, a few universal truths. Things that apply to most people.
Second, we are all drawn to stories. Some prefer shorter ones, others longer, but many people find stories very entertaining – even those that are scary or moralizing.
Third, we all like to laugh and be entertained.
These truths are important.
You don't have to attract EVERYONE in your market. You can attract only those who resonate with your style of entertainment, humor, or storytelling.
In short, be yourself, and you will attract the right customers – those who share your worldview and the mission you are pursuing.
Now that you know you can be yourself...
…the next step is to ask yourself a few questions.
Three questions... First, what do you find funny? By showing your own sense of humor, you will attract those from the market who resonate with your style.
At the same time, you will deter those who do not agree with it. And that's okay. Business is very much like life – you can't please everyone.
Don't worry if you offend someone. Be yourself. It may even positively impact your reputation.
Second, what stories do you like? You will probably find acquaintances who tell stories that fascinate you, and those who drag stories on endlessly and bore you.
Or maybe you have a friend who tells stories too briefly, causing you to quickly lose track and feel lost.
What stories you prefer is a valuable hint about what stories you can tell to attract the right customers to your business.
You don't have to be a master storyteller. I'm not talking about writing another great novel like “Bolek and Lolek Around the World”. It's about being a person who can tell a captivating story.
Do you want to be the friend at the bar who shares what happened at work? Or the person at the party who brings a joke and a smile. A simple story, a silly joke – it doesn't take much to amuse most people.
And now the third and most important question: How does all this relate to your target audience? People like to be entertained and appreciate the entertainment value that can...
…capture attention, build relationships, and foster trust.
However, on the surface...
…entertainment value is very underrated.
If people follow you because of this perceived authority, which often happens in online business...
…you must be a master at returning to the topic that has meaning for your target audience.
No matter how much you talk about yourself...
No matter how far you stray from the main topic...
No matter how funny your jokes may be...
If people follow you because of your authority...
…you must always return to lessons, conclusions, simple action plans, or points that relate to your niche.
And if you don't do this... if you break this fundamental rule of business...
…that it's always about them, not you...
…you will lose.
In conclusion
If you respect this truth, you will benefit from entertainment value.
And that, my friend, is worth its weight in gold.
That's all I have for you today!
Paweł Grzech
Have you ever seen the movie “Gladiator”? Haven't you seen it???
After all, it's a famous film by Ridley Scott from several decades ago (currently, part 2 is being made), set in ancient Rome.
It tells the story of Maximus Decimus Meridius, a powerful general who was betrayed and degraded to the role of a slave...
...and then gladiator.
As he climbs the ranks of his gladiatorial career, Maximus, in one scene, after defeating several opponents in the arena, stands before the crowd, looks them straight in the eye, and shouts defiantly...
“Are you not entertained?!”
This is a powerful moment in the film. A scene that has become iconic.
And it always reminds me that in ancient Rome, the authorities used entertainment to control ordinary people. It was a tool that diverted attention from the weakening autonomy in favor of imperialism.
But why did it work?
This is what I would like to talk to you about today.
What is it all about? About the idea of entertainment and its relationship with value.
Entertainment value – one of the most underrated forms of value in the world of online business.
Value = Importance, significance, or usefulness of something.
It's interesting because when I look at this definition, it's not immediately obvious how “entertainment” could be perceived as...
...important or useful.
Because how is it possible that “entertainment” could distract the entire population of ancient Romans and lead them to give up their autonomy? Some argue that something similar is happening today in various parts of the world.
But returning to the question...
…how does it happen?
How is it possible?
Let's look at the definition of entertainment:
Entertainment = an activity that provides enjoyment or pleasure to someone.
Providing fun or pleasure.
I think most of us would agree that fun and pleasure are important in our lives, even if we don't always want to admit it.
Many of us try to be stoics, but each of us desires happiness, and often that happiness comes through fun or pleasure.
Little pleasures...
Simple joys...
Charming entertainments...
As humans, we are drawn to them. Perhaps there are even physiological reasons for this.
It has been scientifically proven that simply feeling good improves health.
It helps sleep better, reduces stress levels. In fact, some studies suggest it may even help you live longer.
Maybe that's why we are naturally drawn to things that make us feel good.
Simple entertainment value.
But what is it really?
What is entertainment value? This question is difficult because entertainment value seems to be very elusive. How to define it? How to create frameworks that help us define it?
The challenge is that different people find different things funny. Not all of us have the same sense of humor or interests.
Of course, many companies have already figured this out, I don't need to explain it to you.
Take, for example, Dollar Shave Club from the USA and their funny commercial “Our Blades are Fcking Great!”.
People loved this ad, and it became a viral sensation. It was probably a key element in the successful launch of their business.
Another great example is Allstate Insurance and the entire campaign featuring a character calling himself “Mayhem”.
In each ad, there is a different catastrophe, and it seems he takes pleasure in ruining others' lives.
The “Mayhem” ads are funny. People love them, which brings them closer to Allstate. It's customer acquisition through humor. Real money.
After two quarters of the “Mayhem” campaign, Allstate reported a 4.3% increase in sales, reaching $7.9 billion.
So truly measurable success.
However, these examples concern large companies from the USA and professional marketing teams.
What about one-person businesses? How can these principles apply to a solopreneur working at a kitchen table?
For the Small Business Owner There are certain things you can do to narrow down the topic and start building frameworks for delivering entertainment value in your market.
First, a few universal truths. Things that apply to most people.
Second, we are all drawn to stories. Some prefer shorter ones, others longer, but many people find stories very entertaining – even those that are scary or moralizing.
Third, we all like to laugh and be entertained.
These truths are important.
You don't have to attract EVERYONE in your market. You can attract only those who resonate with your style of entertainment, humor, or storytelling.
In short, be yourself, and you will attract the right customers – those who share your worldview and the mission you are pursuing.
Now that you know you can be yourself...
…the next step is to ask yourself a few questions.
Three questions... First, what do you find funny? By showing your own sense of humor, you will attract those from the market who resonate with your style.
At the same time, you will deter those who do not agree with it. And that's okay. Business is very much like life – you can't please everyone.
Don't worry if you offend someone. Be yourself. It may even positively impact your reputation.
Second, what stories do you like? You will probably find acquaintances who tell stories that fascinate you, and those who drag stories on endlessly and bore you.
Or maybe you have a friend who tells stories too briefly, causing you to quickly lose track and feel lost.
What stories you prefer is a valuable hint about what stories you can tell to attract the right customers to your business.
You don't have to be a master storyteller. I'm not talking about writing another great novel like “Bolek and Lolek Around the World”. It's about being a person who can tell a captivating story.
Do you want to be the friend at the bar who shares what happened at work? Or the person at the party who brings a joke and a smile. A simple story, a silly joke – it doesn't take much to amuse most people.
And now the third and most important question: How does all this relate to your target audience? People like to be entertained and appreciate the entertainment value that can...
…capture attention, build relationships, and foster trust.
However, on the surface...
…entertainment value is very underrated.
If people follow you because of this perceived authority, which often happens in online business...
…you must be a master at returning to the topic that has meaning for your target audience.
No matter how much you talk about yourself...
No matter how far you stray from the main topic...
No matter how funny your jokes may be...
If people follow you because of your authority...
…you must always return to lessons, conclusions, simple action plans, or points that relate to your niche.
And if you don't do this... if you break this fundamental rule of business...
…that it's always about them, not you...
…you will lose.
In conclusion
If you respect this truth, you will benefit from entertainment value.
And that, my friend, is worth its weight in gold.
That's all I have for you today!
Paweł Grzech
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