“Don’t Believe The Hype” – Sounds of Marketing
Public Enemy-It Takes a Million to Hold Us Back(1998)
Listen while you read
or Watch it here
By now I wonder how
Some people never know
We are living in the age of instant information. The internet changed our lives and enables us to learn just about anything after a few keystrokes. Yet many people still seem to ignore the new age standard of honesty and truthfulness.
That’s what it be
Ya dig me?
Instead of telling their own story in a creative manner, celebrities, athletes, business leaders, media talking heads, everyday salespeople and Fortune 500 companies go to great lengths to make up what they think is a better story.
You believe it’s true
It blows me through the roof
They question our intelligence with outrageous claims in advertising, sound bytes, media releases and sales presentations.
Get me a shovel
One study showed that consumers only believed the claims of 7% of ads. Customers and prospects continually cite trustworthiness (or the lack thereof) of their sales representative as a major factor in their buying decision. Yet we continue to see and hear the nonsense.
Yo Chuck, they must be on a pipe, right?
O.K. I’m exaggerating to make the point. But why do so many people fail to see the opportunity right in front of them? Why lay it on thick and put yourself and your company at risk?
Too much hype in advertising or during the selling process inevitably leads to unmet expectations. Operations and Customer Service won’t be able to back up the claims. Credibility will be lost, possibly forever or at least for a very long time.
Forget trying to create the perfect story. Focus on the real thing. Reality TV (or ‘Semi-Reality’) became and remains popular because we are all looking for honesty and sincerity–authenticity. Your genuine story is better than anything you could make up.
Don’t believe the hype…
If you tell your own story, you automatically differentiate yourself. Your passion will be genuine and believable. Make it true and about you. Authenticity rocks.
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