Bob Ross: the master marketer
The man, the myth, the mediciore painter. Bob Ross was a master marketer. For those scratching their heads, Bob Ross dominated the PBS airwaves from 1983 to 1994. For 30 minutes, audiences were mesmerized as Bob created a painting in real time. No CGI, no canvas swaps. Just a man and his brush.
Bob’s real magic? He was himself. He created a connection with his audience that has yet to fade.
Why We Love Bob Ross
Bob (I feel I can call him that) allowed his personality to shine. To me, watching Bob Ross felt like watching Santa’s cousin paint scenes of their family vacation home. As a child, I believed I could tell Bob my secrets, and he would keep them. Never divulging the smallest detail if/when a communist tortured him in hopes of finding out torrid U.S. information.
While my trust may be misplaced and my belief he could be tortured for my secrets is ridiculous, I’m not sure I’m wrong. He created a trusting connection with his audience that most entrepreneurs and business owners would die for.
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A consistent Brand
Bob nailed his brand voice and brand tone. He was welcoming, calm and knowledgeable – a brand voice suited well for teaching. His brand tone, the emotions conveyed, was always happy and supportive. In his view, mistakes were “little happy accidents.” He encouraged viewers to paint and believe in themselves. “Believe that you can do it cause you can do it,” was his mantra. No frustration, no angst. Just joy and support.
Further, Bob’s message was clear. Everyone can paint, and he was going to show you how. Week after week. Month after month. Year after year.
His consistency allowed you to know what to expect every time you tuned in. That consistency led viewers to associate their feelings for him with his line of art products and classes. Purchasing a Bob Ross paint brush feels happy.
Bob was real. Bob was genuine. Bob was himself.
He wasn’t salesly. He was honest.
When you watched Joy of Painting, you, too, were ready to pick up a brush and paint the shit out of a canva. He made it look easy. He inspired.
You trusted him and respected him. Bob achieved a high level of customer loyalty by being himself and letting his personality take center stage. He had a clear message – everyone can paint – that he communicated and acted upon. As a result, his audience watched again, and again, and again….and then bought his products and attended his classes. Even in the grave, he’s still selling products. Always be closing, my friends.
Once your audience trusts you, you’re in. You could tell them to jump off a bridge and they might…..maybe….hopefully not.
Almost 30 years after his death, people dress up as Bob Ross for Halloween, get his face tattooed on their ass, buy his products, attend his classes and watch his show clips on YouTube. His first painting is currently on sale for $10M. I guarantee at some point, it will sell.
Let’s pour some out for Bob Ross and pay some respect to this marketing legend.