Content marketing has an opportunity, should you decide to take it. Instead of going the route of old marketing, you who create content with the intent of building business relationships could try going the route of being honest, being genuine, being human. It’s no more difficult than the alternative: crafting something that’s dishonest but perhaps shinier. The thing is, if you start with honest and genuine, there’s a chance that people will give you extra points for it, in the longer run.
In a recent post, Seth Godin offers some storytelling suggestions, and the best of it is at the bottom of the post:
Start with the truth. Identify the worldview of the people you need to reach. Describe the truth through their worldview. That’s your story. When you overreach, you always fail. Not today, but sooner or later, the truth wins out. Negative or positive, the challenge isn’t just to tell the truth. It’s to tell truth that resonates.
In her post about a series of viral videos created by OfficeMax, B.L. Ochman quotes Vinny Waren about how words get shifted one notch higher in marketing speak: “..funny becomes HILARIOUS. and interesting becomes FASCINATING.”
That’s exactly where the troubles start.
Keith Burwell writes on Better Closer about GM’s employee discount pricing program, and the fact that we all know that just means they’re not selling enough cars.
See a thread here?
Make your creations honest and open. Why not? It strikes me that most things would work better that way. Am I wrong?
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