Transparent Marketing: Do your campaigns sound like North Korean propaganda?
I know, I know. Your product is super fantastic. The best in the industry. Perhaps the best ever. In a word – infallible.
Except, well, I don’t know how to break this to you, it’s not. No product is perfect. And not every product is right for every person (while we’re at it, you’re really not that special and there is no Santa Claus or Easter Bunny).
The only challenge is, when you make your offer sound like it’s too good to be true, no one believes you and you’re only shooting yourself in the foot. Let’s look at an extreme example …
Overhyped marketing from the North
According to The Wall Street Journal – Pyongyang Myth-Builders Step It Up – here is some of the official line from the other side of the Northern Limit Line …
About Kim Il Sung, founder of North Korea: He once made a hand grenade from a pine cone to blow up an American tank.
About his son and successor, Kim Jong Il: When he was born, the sky was filled with lightning and thunder, and a rainbow.
About the new leader, Kim Jong Eun: He is ‘an excellent general who displays the extraordinary talent of hitting the center of the target no matter how many times he fires.’
Your product should not have a cult of personality
OK, that’s obviously ridiculous. So your product might not be mythmaking for the Dear Leader, but, I ask you, are some of these lines really any more believable?
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Don’t believe the hype
Your own, that is. Because, frankly, nobody else does.
As Flint McGlaughlin, Managing Director, MECLABS, has said in Transparent Marketing: How to earn the trust of a skeptical consumer, “While this writer has no desire to demean the work of another professional, the Postmodern Consumer couldn’t care less. He actually despises hype and anything else that insults his intelligence.
“He is armed and dangerous. With a single click, he can terminate a company’s opportunity.”
- If your marketing campaigns (and especially your content marketing) elucidate and don’t obfuscate …
- If in a hype-filled world, you actually live up to Dr. Philip Kotler’s value-focused definition of marketing – “A social and managerial process by which individual groups obtain what they need and want through creating, offering, and exchanging products of value with others” …
- If you help your customers find true value instead of grabbing a quick hit sale before they figure you out …
- And if you focus on serving the customer instead of your own dictatorial ego …
… then I was wrong about you after all.
You really are special.