This may be the best story-driven marketing I've ever seen
It’s RA MA Institute.
Here’s the breakdown…
A few months back I visited a friend who runs a gym.
He was talking about getting some clarity on the business ‘story’, to try and bring the staff together, and be more connected around a vision.
Very important, and of course at the heart of content marketing, decisions, et cetera.
Anyway, he’d see my other work. Where, I’ve talked about how we help businesses with story-driven marketing, and how this can also bring the team together powerfully. He asked if we could run a small story strategy workshop up at their centre.
A couple weeks later we met at his lair, and started off the team session.
After lunch, once we’d loaded up on a home-made slow cooked beef, we got into the real ‘juice’ of their story strategy.
To guide us through the five stages, I gave them the following example.
Some of the greatest story-driven marketing I’ve ever seen…
The Story-Driven Marketing Structure
The business I shared with Matt and his team was the global studio that is RA MA Institute. RA MA is a Kundalini Yoga Institute founded by the late, great Guru Jagat, that provides “Yogic and Meditative Experiences for True Freedom and Fulfilment.”
They offer in person experiences, online yoga classes, retreats and more.
So they’re a yoga studio and community, but certainly unlike any other…
[A personal note. I first came upon RA MA through watching the changes that I noticed with my wife, Ruby, when she found Guru Jagat’s work in 2018. Over the years, Ruby went deeper into the RA MA world, through Kundalini teacher training, the business training, et cetera.
Ruby made a lot of life-long friends from RA MA.
Three things:
I’ve never worked professionally with RA MA, or anyone affiliated with them
I have only respect and appreciation for Guru Jagat, and the path she and the team carved with RA MA. This article is about ‘marketing’. To me, marketing is the story. It’s the overall change that we’re making. It’s truth. So I ain’t trying to pigeon hole Guru Jagat’s work into marketing speak, I’m just observing from my lair, through a story-driven marketing framework.
Since Guru Jagat’s passing, RA MA Institute may have changed. I’m not sure, as I haven’t watched as close personally. This article is based on RA MA as I saw it, prior to Guru Jagat’s passing.
It’s also clear that Guru Jagat was a great marketer. She knew what it meant to create a narrative:
"You do have to create the narrative and you shouldn't be afraid"
-Guru Jagat
Anyway, all images, quotes and ideas are directly from the RA MA website at various times, from Guru Jagat’s book Invincible Living, or from Yogi Bhajan’s work, who originally popularised Kundalini Yoga.]
Anyway, Matt and the team shrugged when I mentioned RA MA…
But as we dove into the story strategy… it was a different vibe altogether.
We could see how clearly the story structure allowed Guru Jagat to champion a new ‘movement’ that RA MA followers and members could get behind, that spearheaded a new direction in the culture.
STEP ONE - Point out a change in the culture that impacts your people
Most service providers lead by talking about their service, or at best, with a ‘problem’:
“We have a great community.”
“You can’t find a good gym”.
“You’re struggling to lose weight”.
“You’re tired of accountants that take too long.”
And typically, the more urgent, and painful the problem, the better.
There can be two issues with this. First, we can put up with a problem for a long time. Even for life. Second, when you tell someone they have a problem, it can put them on the defense.
They can ‘armour’ up, and then are not receptive to the message.
But when you point out a cultural change that is important to us, and happening now, then we will often pay attention, and become more receptive.
This is the catalyst for the hero (your customer) to set off on their quest.
Here’s an opening ‘slide’ of the old RA MA site:
More:
It ain’t just a once-off on the site. Guru Jagat relentlessly, repeatedly reiterates this message.
"We're in a new trajectory on the planet. This is a new time with new challenges, requirements, and rules of engagement than even five years ago.
And she ain’t alone. There’s ‘lineage’ to this (more on lineage value in marketing another time).
Her teachers, predecessors and elders, all the way to Yogi Bhajan, who first brought Kundalini to the West in the 1960’s also pointed to this change:
"We will find people getting empty, more perturbed, not able to bear enough, not having much tolerance, and very argumentative. It is not the fault of people. It is the result of the power with which the psyche flows on the planet... What is coming is very proper, qualified, calculated, and demonstrative insanity. Whenever a nation goes through a demonstrative insanity, it changes the order…”
-Yogi Bhajan
This ‘change’ coincides with the shift into the Aquarian Age. Which a lot of yogic schools talk about.
But Guru Jagat repeatedly points to this shift. Constantly reminding us of the urgency, and attacking it from different angles and schools of thought.
Example:
In other places, she used the terms “Digital Age” and “Technology Age”, pointing to the shift to the digital reality / reality hybrid life-style we now have.
From what I can tell, Guru Jagat also coined and embodied the “creation culture”, which coincided with this change that we’re going through as a culture.
Note: While there is already a sense of the ‘problem’ that could be tied up with this change, it’s the change that is in the spotlight. This is a macro change. It’s not the individual. This was also pointed out by Yogi Bhajan:
“It is not the fault of people”... “It is the result of the power with which the psyche flows on the planet”.
Very specific, urgent, and major.
Again, while uncomfortable, a static problem can be ignored. A changing problem, or accelerating situation with high stakes, cannot be ignored.
Watch animals, they pay attention to change. Not static problems. Watch your own behaviour around your phone, your inbox, your bank account. We pay attention to change over static problems.
Step one in this story-driven framework, is, point out a change or catalyst that is relevant to your customers.
This satisfies one of the key questions in marketing: “Why now?”
STEP TWO - Raise the Stakes (create tension through vision)
Marketers will tell you that there are two drivers for change. We move ‘away’ from pain, or potential loss (go to the doctor). Or that we move towards pleasure, or gain (train to get stronger).
You must show both, by creating both positive, and negative ‘vision’.
Show how recognising the change will lead to a positive future for the customer.
Show how ignoring the change will lead to a negative future that they can’t ignore.
RA MA and Guru Jagat did this eloquently:
“For the past 15 years I’ve watched the pressure of the Technology Age consume more and more of our fading attention span and vitality”
“The required upgrade is creating a very palpable pressure. With the demands of technology and the massive shifts in economic, geopolitical, and societal values, our human operating system is also upgrading. We have the choice to either consciously participate in this shift or be in conflict with it.”
She shows the positive vision both personally through her own example (demonstration marketing: starting fashion brands, producing music, creating the institute).
She also points to other Creators:
“After… becoming introduced to the technology of Kundalini Yoga, every part of me has become more awakened. I’m clearer, stronger, more conscious, more creative than ever. I’m in a place I always wanted to get to but couldn’t quite figure the way before”
-Alicia Keys, Recording Artist
Yep, contrast creates tension.
We’re presented with a choice between two visions. The vision of chaos of the mind. And the vision of having the strength to deal with the Digital Age, and the Aquarian age. And therefore having very positive personal power, relationships, health and business.
To bring this home, Guru Jagat regularly repeats the stakes:
“Either the technology is using you, or you're using the technology”
I believe the ‘technology’ she refers to is two fold. The technology that we have, AND the Kundalini ‘Technology’ - mantras, kriyas, et cetera.
STEP THREE - Show What’s Possible for The Customer
Notice at this point, there is still no mention of the service! There’s no mention of the membership.
But here, Guru Jagat helps you see what was possible:
“In this pressurisation, something incredible has emerged, mainly a viral need for wellness on a deeper and deeper level; a quick and efficient way to release the pressure. To see that possibly there is a way to live that is more vital, more inspired, less based in fear and anxiety. There is a different way.”
“You can do it right now, in very little time, be connected to a deeper pulse of your life force, which manifests as instantaneous clarity, effectiveness, creativity, bravery and the like”
In some yoga circles, the benefits remain a bit theoretical and mystical. People show yoga poses on the beach. Or they speak with a spiritual tone, or have the green juice.
But Guru Jagat followed Yogi Bhajan’s lead of integrating yoga into business, community, fashion, technology and daily house-hold life. For the audience, this is a tangible way to show the possibility.
Don’t tell the customer what is possible for them. Show them.
Show them what life is like because of having your service, not having your service itself.
Powerful businesses, and leaders of powerful ‘movements’ are able to show the new reality that is available in this new time, based on playing a new game.
Or, more bluntly nobody cares about what we do. They care about what it does for them, and how it improves quality of life, status, opportunity, fulfilment.
Guru Jagat demonstrated this well, because she has the empathy and skill to show the intersection of the technology, with modern life aspirations (not separate to).
STEP FOUR - Teach people how to get the result through your features, education, and ‘world’.
By this point, we can see Guru Jagat as a voice, or a possible ‘guide’ to navigate this urgent change that’s happening.
What she then does, is, she shows how the features, or offers that she has can help you.
Without trying to ‘differentiate’ from other yoga schools, or services, or even talk about ‘em, you can see her selection of tools is wildly different. This is because she is presenting a new game, for the new age. It’s not the same game as before, because the times have changed (step 1).
Here is an incomplete selection of offers. Note that many are free, and simply take you deeper into her world:
Base Level and Free ‘Features / Offers’ within the community
**' ‘Invincible Living’ by Guru Jagat - Book
** Any number of Yogi Bajhan books on the Kundalini Technology
** Reality Riffing Podcast (free) for relevant conversations
** RA MA TV community channel (YouTube, free) for classes
** Fashion labels and clothing collections
** White Sun music (Mantra, sound technology to upgrade consciousness, health, energy)
And more…
RA MA Institute Offers:
** 3 Studios for in-person memberships - Los Angeles, New York and Mallorca
** In-person Workshops (available online too)
** In-person Kundalini Trainings (available online too)
** RA MA Yatras, camps
** Immense Grace and Aquarian Women’s Leadership Society Annual Programs
All very helpful.
Now, this is a LOT of resources or features…
Which, gives us three signals:
It reiterates the urgency and significance of the change (the characters are committed)
It shows there is depth to the world / technology (lineage, long term prolificness)
It is overwhelming if we were to try and implement it alone.
This last point is a positive, not a negative (just have one offer? List out multiple features and benefits).When we see the scope of the task, we understand the value of the guide…
And, we are in a perfect position to seek out the core offer:
Monthly RA MA TV membership (Recorded and Live options)
A membership, with all the classes, guidance and community, for $19 per month.
Step four is important (and one of my favourite.)
On a website, this will be your features.
But in a broader picture, it will include some of your content. We’re in a time where some people are saying ‘less is more’ with content. Or ‘don’t share too much, because there’s already so much noise out there.’
But make no mistake. While each business varies, step four favours the prolific, the energised, and the enthusiastic business owner. Guru Jagat was all of the above, and more.
More:
Many people think of content as “what should I put out?” from a perspective of the ego. And there can be a lot of subconscious stuff going on.
If we can see it through this story-driven lens, the question shifts to “what can I share today that may help, inspire, or energise people who are on board with this change and new game?”
Your content is helping to build your narrative, strengthening the relationship with the characters, and helping those who are on board. It feels less graspy, because it’s story-driven, not ego driven.
STEP FIVE - Show Proof of The Story Coming True
At this point, Guru Jagat and RA MA have presented evidence of a major, urgent shift (step 1). They’ve pointed out the stakes (step 2) - if you ignore the change, you get insanity. If you embrace it, you get personal power, energy and fulfilment. They’ve called you into action personally (step 3), and provided all of the resources to get there, even if you choose to go on your own, creating zero neediness (step 4). Now, like at the end of any story, we want to see proof.
In sales, this is called creating ‘certainty.’
Proof that it works, and proof that it addresses the original urgent change.
In your service, this is success stories, case studies testimonial videos, and of course, as mentioned, personal (or team) demonstration.
And this shows us another key, broader content pillar: show (don’t tell) examples of how people are adopting the change, and winning in your new world. Even if they aren’t your clients, by highlighting their wins, you are still marketing and selling the overall story.
What if you don’t have a lot of testimonials?
Two options - one is you do some work for free and get ‘em.
The other option is you double down on demonstration value. Create videos, audios or written assets to show the work that you can do.
A story strategy works best when people are talking about it
Yesterday I was talking to a client who just ran a three day launch for his business. Huge success.
Half way through though, he got some haters.
Another guy from a similar business was razzing him about it. “It wasn’t fair.” “He was ‘stealing’ clients” et cetera.
Of course none if this was true. But this is what happens when your story is clear and strong. You will have something for people to say yes to, and talk about with a positive energy…
And something for people to rally against.
And Guru Jagat had plenty of people rallying against her. I’m neither well versed in this enough to write about it, nor is it important to go deep here. But Yogi Bhajan and Guru Jagat both had trolls, haters, non-believers and more. Not only that, they wrote publicly about them, and the stories spread far.
This can be stressful. It also creates more engagement and awareness.
Lukewarm stories do not spread.
A story strategy works best when all the characters are on board
When we finished up the workshop, the best part wasn’t that there was a clear narrative for Matt at the CEO / Founder level.
It’s that the team was bought in.
Through clarifying their own unique story for the gym, they could see why they were drawn to Matt in the first place, because although it was hidden, it was at the heart of the business all along.
And now they could see how they each contributed to the story as individuals.
RA MA was the same. Clear characters were elevated, and their magic, strengths, and quirks were brought out. So while they were different, they all relayed the same story.
One of the biggest obstacles for small businesses is when the team (characters) have a disconnect with the overall story strategy.
At best it creates doubt, and resistance around talking about the story, or posting content. At worst, it creates ‘Lone Wolf’ mentalities, and an energetic hole in the business, leaking growth and profit.
At RA MA, not only was Guru Jagat constantly talking about this ‘shift’ to the technological age, but so was her husband, her peers and colleagues, her mentors. And it all resonated with exactly the same story.
“The most engagement ever”
A couple of weeks after we ran the workshop, I checked back in with Matt.
He’d done a few Instagram posts and videos in line with the clearer narrative, and updated the website to visually tell the story.
Those videos had the most engagement they’d ever had.
His one-to-one spots in the next few weeks sold out.
Their next monthly workshop sold out.
Their team began posting more on social media, and generating their own engagement, which all acts like a web, and tells the bigger picture story.
Of course these results come from a number of factors, and results always vary. But with a clear story-driven strategy for marketing and decision making, life gets a lot easier.