This document discusses the concept of "insane honesty" in content marketing. It argues that being openly and actively honest about weaknesses can surprise and charm audiences, build trust, attract ideal customers and focus marketing efforts. Examples are given of companies and advertisements that practice insane honesty by openly pointing out flaws, weaknesses or negatives. Reasons for this approach include that it signals confidence, filters out unsuitable customers and has been shown to help high performing companies outperform the market.

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INSANE HONESTY
IN CONTENT MARKETING
Doug Kessler
Co-founder, Velocity Partners

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4. Total, proactive honesty.
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5. Volunteering
weaknesses unasked.
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6. Insane honesty.
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7. Insane honesty signalled:
1. Shecaredaboutushavingagreattime.
2. Wecouldtrusteverythingshesaid
aboutthepositives.
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9. Normal honesty is simply
ethical and professional.
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10. ‘Insane’honesty
is a choice.
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11. Actively seek out your
weaknesses and share
them openly.
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12. Actively seek out your
weaknesses and share
them openly.
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13. Insane honesty is putting
your worst foot forward.
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14. Why insane honesty?
Six reasons.
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15. Whyinsanehonesty:
1.It surprises and charms
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18. "There's a stone where our soul once was.
Enjoy this sponsored content.”
The Onion
disclaimer for their native advertising
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19. Whyinsanehonesty:
2. It signals confidence
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24. Whyinsanehonesty:
3. It builds trust
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25. Harvey Residential, Estate Agent

26. “Not a very nice one bedroom flat but
like the budgie it’s cheap; open plan,
has a well used kitchen, and if you can
call it this – a small lounge.”
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27. Whyinsanehonesty:
4. It alienates less likely buyers
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28. Kessels KramerHans Brinker Budget Hotel, Amsterdam

29. Kessels KramerHans Brinker Budget Hotel, Amsterdam

30. Kessels KramerHans Brinker Budget Hotel, Amsterdam

33. Whyinsanehonesty:
5. It attracts ideal prospects
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34. How do you market an office
building that looks like this?

35. Ugli Campus, Wood Lane, London

37. Whyinsanehonesty:
6. It focuses you on battles
you can win
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40. Why insane honesty?
1. It surprises and delights
2. It signals confidence
3. It builds trust
4. It alienates less likely buyers
5. It attracts ideal prospects
6. It focuses you on battles you can win
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41. Actively seek out your
weaknesses and share
them openly.
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42. Go out and put your
worst foot forward.
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Thanks.
@DougKessler
VelocityPartners.co.uk

46. “We know, we know. He
is adorable. All small
and yellow and fluffy…
…Don't be fooled. Yes,
he is a great listener.
But inside that
innocuous adorable
blonde package exists
tons - indeed, whole
square miles - of
naughty. “
“Want your kids to grow up
with a full complement of
fingers and toes? Not the dog
for you.”
“He's super loyal, easy in the
house and a lot of fun but he's a
little rough around the edges.
Actually he's kind of a jerk.
But he's a jerk we believe in…”

47. “The highest ranked [most candid] companies have consistently
outperformed the market on average by 6.0 percent over the past
decade and by 9.5 percent over the past five years.”
2014 Rittenhouse Rankings
CEO and Candor & Culture Survey
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49. If logos were honest
By Viktor Hertz
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50. – Viktor Hertz
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51. – Viktor Hertz
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