LOSE THE EXCLAMATION POINTS!!!

Editor's Notes

1. Marketers have spent the last 50 years yelling at people. Think of those used-car commercials that are super loud. People hate those. We’re constantly having a conversation with our customers and no one likes to be yelled at.
2. Exclamation points are a crutch. And they are a crutch I’ve used far too much in the past. Here are three really embarrassing examples of me jamming an exclamation point at the end of a sentence to replace crap messaging.
3. Of course, there is a time and place for exclamation points. But our content is not one of them. They used to be used to signify yelling, now they have become the most empty punctuation mark on the planet.
4. But my presentation is not a diatribe against a punctuation mark. It’s a battle cry against inauthenticity in content marketing. Phony mass media messaging is over. We should be, too.
5. In the tourism industry we’ve been talking about this for years. But just as travelers are increasingly looking for more authentic experiences abroad so too are people looking to buy a digital camera, or power tool or even jar of pickles.People are done with fake.
6. Users want real products, real people, real stories. It’s a two-way relationship, and not just in social media.
7. Mitt Romney once said that corporations are people, I argue that when speaking with customers all businesses should ACT like humans. Trust and genuine affection are the only paths to a brands long-term relationships.
8. By being real we’re all better at our own jobs, and feel better about ourselves. I don’t know about you, but I have a hard time sleeping at night when I spend my day trying to trick people into buying somehting that they probably don’t want, or need.
9. We should be telling the real narrative of our products – even if we’re just selling pickles. It’s like a first date – our customers want to know where we’ve been, what we’re doing and how many people we’ve slept with. And they want to look us in the eye and determine if we’re genuine.
10. And just shouting about how great we are won’t help us build a relationship. won’t tell our stories for us. Nobody wants to date the desperate guy that’s buying everyone drinks.
11. Our content should be tapping into emotion – even if we’re selling jarred-and-spiced cucumbers. Strong brands have strong emotional connections with their loyal customers. Just think of the emotions when you think of brands like Patagonia, which sells jackets, and Apple, which doesn’t even sell apples.
12. So here’s the funny thing about authenticity – you can’t fake it.
13. A tough task for those of us that are inheriting decades of cheesy messaging. And a really hard thing for management who’s usually filled with a bunch of scaredy cats.
14. Tell the truth. The whole truth. And nothing but the truth. If you’re a restaurant who’s got uncomfortable wooden benches don’t just say they’re rustic, show a picture of the benches and say you’re a no nonsense establishment and it’s all about the food.People will find out your benches suck anyway. It doesn’t just create trust – it manages expectations. It’s not all about spin anymore.
15. Speak with a casual tone. Just don’t be like the guy that wears sweatpants and a t-shirt to casual Friday. Your relationship should be a natural one so you should speak how people naturally speak. But not how they naturally text.
16. Sales people take rash decisions – you shouldn’t. Anyway, this is a relationship between your brand and the customers not a menage-a-trois.
17. Get your marketing, operations and sales teams on board. A change of voice is a big change. And your voice needs to be authentic across everything you do.
18. Speak like an insider – just don’t be arrogant about it. Being authentic means you know what you’re talking about.
19. In order to speak authentically about a product you have to believe in your product – or at least be able to put yourself in the shoes of the enthusiasts.You can’t fake being real.
20. If you have no reason to believe then run right out the door. Because we can’t fake being real.