Marketing Authenticity
October 30th, 2006 by Chief NutThe pyramid scheme at mmmzr.com was referred to in a blog post by Seth Godin. Then came the backlash. Later, he did a fine job of pointing out the differences in various types of marketing pyramid schemes, Ponzi schemes and MLM. In the follow up post he stated;
Marketers are working hard to corrupt the way we feel about our friends
and the people we respect. I think, in the end, it’s not going to work.
We’re hardwired to respect real authenticity, and at some level, that
means trusting the motives of the person we’re listening to.
Then, I later read this article about the trend to pay individuals to post positive comments about their products/services on their blog. My suspicion is that no matter how the writers craft their words, the end result will read like it is largely without authenticity… because it IS!
The best approach to take in marketing; Don’t worry about forcing the numbers and moving statistical targets. It’s not about all that. It’s about being authentic and true to who you are. If you identify how to speak in that authentic voice, use authentic messages AND base your marketing on a powerful emotional connection, then you’ve got your strategy. Don’t waver from it.
October 30th, 2006 at 10:42 am
Hi there,
You have a great blog and I love your writing style. However, be careful not to make patently incorrect and potentially damaging statements about companies. In your piece at PayPerPost above, for example, you imply that we pay individuals to post positive comments about products and services. That’s wrong.
PayPerPost is a marketplace. Advertisers put up opportunities they want bloggers etc to cover. Bloggers then pick up those opportunities and are paid what the advertiser wants to pay them. Think of it as ebay for grass-roots style marketing.
More than half of the opportunities on the site are neutral though, meaning that bloggers can get paid for negative posts. Ultimately though we rely on our bloggers to be honest, just as the whole internet counts on bloggers to be honest in their opinions. If you don’t like a product, don’t blog positively about it.
Finally, you fail to mention that we released DisclosurePolicy.org to make sure the blogosphere remains ‘authentic’. Advertisers are not allowed to ask bloggers to keep quiet about being paid, and we actually financially reward bloggers that publish on their sites that they are paid to blog.
Thanks again for the coverage. Keep up the good work.
Pete Wright
November 9th, 2006 at 8:27 am
Hi Pete,
Thanks for the detailed reply.
I understand the format of the system … and think that there’s A LOT of opportunity there for companies to extend their brands and increase visibility. However, the motivation of the writers is the payment of the advertiser, not their own heart-felt, deep passion for the product or service. I do believe the inclination is to write positive comments in this format (advertisers would avoid this like the plague if that were not true) BUT the tone of the posts are likely less authentic than if the blogger had been motivated by their own ideas.
Like with ALL marketing mediums the PayPerPost model would be best as just one tool in an entire arsenal of a company’s marketing plan. What I do like (very much) about the idea of PayPerPost is the thrust of new marketing ideas into the blogosphere! On that point, a huge Bravo!.
Thanks for the clarification about PayPerPost.com’s services and about DisclosurePolicy.org.