ABBA’s Marketing Secret


On 6 April 1974 this song ‘Waterloo’ was the winning entry for Sweden in the 1974 Eurovision Song Contest. The victory began ABBA’s path to worldwide fame.

If you don’t know, that’s the songwriting contest where countries from all over Europe submit their best song of the year and battle it out for musical glory.

What’s weird is that this was the first time a country was allowed to submit a song in their not-native language.

ABBA as you know are very Swedish 😀…

So what does that have to do with anything *persuasion* -related?

Hey – if you’re gonna launch a super amazing career as one of the top-selling artists EVER… And do it in a language you don’t even SPEAK (natively).. Well that really some CONFIDENCE.

A lot of European bands would love to break into the English-speaking market (it’s a lot bigger and profitable). But they suffer from that accent thing. And that not-knowing-how-to-market-themselves thing.

Think ABBA ever had that problem? Nah. Think people ever questioned if they were *legit artists* to be taken seriously?

No way! They’re freakin’ ABBA. Teenage girls still wish they could be ABBA.. even though all the members are senior citizens by now.

Moral of the story.. Whatever you do OWN IT.

It’s gonna save you tons of BS headaches. And you’re gonna be MUCH more successful as a result of going ALL IN AT LIFE.

Look at those sequins!

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