Seth, Willie and Authenticity
Seth Godin has another great post on his blog and several related ebooks. They introduce the concept of “flipping the funnel” from a vertical “entrance and exit” to a “megaphone” that allows your biggest fans, your current customers, to tell others about your products. There is a version for general corporate marketers, politics and non- profits.
They are generally about facilitating word of mouth activities and the social and shared elements of the internet. But it’s also about being authentic and creating great products that people want to talk about.
I’ve been thinking about authenticity lately. I’ve signed up at BuzzAgent.com to be a participant in their programs. (Coincidentially, Seth Godin is buzzing his new book there with a preview download for agents.) I’ve only gotten a few invites to participate in campaigns, one for a candy bar, another for an artist. I received about 20 mini candy bars to try and share with friends, then talk about with them… creating the buzz. (That’s if I actually liked them… which I did. 8-)
They try to keep their “agent’s” authenticity intact by voluntary participation… I think it’s a good idea, but I wonder if someone will get out of hand with this. Have you heard of someone falsely “hyping” a product lately?
I’ve also started reading a new book by Willie Nelson… although he’s not usually quoted in business blogs I’m sure. 8-) The book is The Tao of Willie : A Guide to the Happiness in Your Heart.
Authenticity again.
I guess this can hold true for companies, products and people… when you are “what you are” and are at peace with that, then people see that and I think respect you for it. Willie sure has it, with country fans, rock fans, hippies, and now business blogs… I think even the IRS has come around to being a fan! 8-) (sorry that was bad…)
But what happens when push past authenticity? Maybe you call it spin, maybe it’s just trying to stay in the middle of the road, but I see people stretching their definitions all the time… and I think it can be a fine line. How much is aspirational, and how much is inauthentic?
I’ve recently seen companies trying to market themselves into a trendy niche where their brand has no credibility… Oil companies talking energy conservation, tobacco companies lecturing not to smoke, a computer company known for corporate commodity “boxes” trying to move into “funky kool music players.”
What are some examples you’ve seen of companies crossing the line of authenticity?
I don’t think it’s an easy line to describe or realize when you may cross it, but I think it’s important to keep in mind as you work on your marketing strategies. How do you keep yourself and your marketing authentic?
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Perfect example:
Walmart’s new HUB social network.
Not only does it come across as desperate, but authenticity is very questionable as well.