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INBOUND15
INSANE HONESTY
IN CONTENT MARKETING
Doug Kessler
Co-founder, Velocity Partners
INBOUND15@DOUGKESSLER
Total, proactive honesty.
INBOUND15@DOUGKESSLER
Volunteering
weaknesses unasked.
INBOUND15@DOUGKESSLER
Insane honesty.
INBOUND15@DOUGKESSLER
Insane honesty signalled:
1. Shecaredaboutushavingagreattime.
2. Wecouldtrusteverythingshesaid
aboutthepositives.
INBOUND1...
Normal honesty is simply
ethical and professional.
INBOUND15@DOUGKESSLER
‘Insane’honesty
is a choice.
INBOUND15@DOUGKESSLER
Actively seek out your
weaknesses and share
them openly.
INBOUND15@DOUGKESSLER
Actively seek out your
weaknesses and share
them openly.
INBOUND15@DOUGKESSLER
Insane honesty is putting
your worst foot forward.
INBOUND15@DOUGKESSLER
Why insane honesty?
Six reasons.
INBOUND15@DOUGKESSLER
Whyinsanehonesty:
1.It surprises and charms
INBOUND15@DOUGKESSLER
"There's a stone where our soul once was.
Enjoy this sponsored content.”
The Onion
disclaimer for their native advertising...
Whyinsanehonesty:
2. It signals confidence
INBOUND15@DOUGKESSLER
Whyinsanehonesty:
3. It builds trust
INBOUND15@DOUGKESSLER
Harvey Residential, Estate Agent
“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 ...
Whyinsanehonesty:
4. It alienates less likely buyers
INBOUND15@DOUGKESSLER
Kessels KramerHans Brinker Budget Hotel, Amsterdam
Kessels KramerHans Brinker Budget Hotel, Amsterdam
Kessels KramerHans Brinker Budget Hotel, Amsterdam
Whyinsanehonesty:
5. It attracts ideal prospects
INBOUND15@DOUGKESSLER
How do you market an office
building that looks like this?
Ugli Campus, Wood Lane, London
Whyinsanehonesty:
6. It focuses you on battles
you can win
INBOUND15@DOUGKESSLER
Why insane honesty?
1. It surprises and delights
2. It signals confidence
3. It builds trust
4. It alienates less likely b...
Actively seek out your
weaknesses and share
them openly.
INBOUND15@DOUGKESSLER
Go out and put your
worst foot forward.
INBOUND15@DOUGKESSLER
INBOUND15
Thanks.
@DougKessler
VelocityPartners.co.uk
“We know, we know. He
is adorable. All small
and yellow and fluffy…
…Don't be fooled. Yes,
he is a great listener.
But ins...
“The highest ranked [most candid] companies have consistently
outperformed the market on average by 6.0 percent over the p...
INBOUND15@DOUGKESSLER
If logos were honest
By Viktor Hertz
INBOUND15@DOUGKESSLER
– Viktor Hertz
INBOUND15@DOUGKESSLER
– Viktor Hertz
INBOUND15@DOUGKESSLER
Doug Kessler - Insane Honesty In Content Marketing
Doug Kessler - Insane Honesty In Content Marketing
Doug Kessler - Insane Honesty In Content Marketing
Doug Kessler - Insane Honesty In Content Marketing
Doug Kessler - Insane Honesty In Content Marketing
Doug Kessler - Insane Honesty In Content Marketing
Doug Kessler - Insane Honesty In Content Marketing
Doug Kessler - Insane Honesty In Content Marketing
Doug Kessler - Insane Honesty In Content Marketing
Doug Kessler - Insane Honesty In Content Marketing
Doug Kessler - Insane Honesty In Content Marketing
Doug Kessler - Insane Honesty In Content Marketing
Doug Kessler - Insane Honesty In Content Marketing
Doug Kessler - Insane Honesty In Content Marketing
Doug Kessler - Insane Honesty In Content Marketing
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Doug Kessler - Insane Honesty In Content Marketing

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INBOUND 2015

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Doug Kessler - Insane Honesty In Content Marketing

  1. 1. INBOUND15 INSANE HONESTY IN CONTENT MARKETING Doug Kessler Co-founder, Velocity Partners
  2. 2. INBOUND15@DOUGKESSLER
  3. 3. Total, proactive honesty. INBOUND15@DOUGKESSLER
  4. 4. Volunteering weaknesses unasked. INBOUND15@DOUGKESSLER
  5. 5. Insane honesty. INBOUND15@DOUGKESSLER
  6. 6. Insane honesty signalled: 1. Shecaredaboutushavingagreattime. 2. Wecouldtrusteverythingshesaid aboutthepositives. INBOUND15@DOUGKESSLER
  7. 7. Normal honesty is simply ethical and professional. INBOUND15@DOUGKESSLER
  8. 8. ‘Insane’honesty is a choice. INBOUND15@DOUGKESSLER
  9. 9. Actively seek out your weaknesses and share them openly. INBOUND15@DOUGKESSLER
  10. 10. Actively seek out your weaknesses and share them openly. INBOUND15@DOUGKESSLER
  11. 11. Insane honesty is putting your worst foot forward. INBOUND15@DOUGKESSLER
  12. 12. Why insane honesty? Six reasons. INBOUND15@DOUGKESSLER
  13. 13. Whyinsanehonesty: 1.It surprises and charms INBOUND15@DOUGKESSLER
  14. 14. "There's a stone where our soul once was. Enjoy this sponsored content.” The Onion disclaimer for their native advertising INBOUND15@DOUGKESSLER
  15. 15. Whyinsanehonesty: 2. It signals confidence INBOUND15@DOUGKESSLER
  16. 16. Whyinsanehonesty: 3. It builds trust INBOUND15@DOUGKESSLER
  17. 17. Harvey Residential, Estate Agent
  18. 18. “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.” INBOUND15@DOUGKESSLER
  19. 19. Whyinsanehonesty: 4. It alienates less likely buyers INBOUND15@DOUGKESSLER
  20. 20. Kessels KramerHans Brinker Budget Hotel, Amsterdam
  21. 21. Kessels KramerHans Brinker Budget Hotel, Amsterdam
  22. 22. Kessels KramerHans Brinker Budget Hotel, Amsterdam
  23. 23. Whyinsanehonesty: 5. It attracts ideal prospects INBOUND15@DOUGKESSLER
  24. 24. How do you market an office building that looks like this?
  25. 25. Ugli Campus, Wood Lane, London
  26. 26. Whyinsanehonesty: 6. It focuses you on battles you can win INBOUND15@DOUGKESSLER
  27. 27. 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 INBOUND15@DOUGKESSLER
  28. 28. Actively seek out your weaknesses and share them openly. INBOUND15@DOUGKESSLER
  29. 29. Go out and put your worst foot forward. INBOUND15@DOUGKESSLER
  30. 30. INBOUND15 Thanks. @DougKessler VelocityPartners.co.uk
  31. 31. “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…”
  32. 32. “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 INBOUND15@DOUGKESSLER
  33. 33. INBOUND15@DOUGKESSLER
  34. 34. If logos were honest By Viktor Hertz INBOUND15@DOUGKESSLER
  35. 35. – Viktor Hertz INBOUND15@DOUGKESSLER
  36. 36. – Viktor Hertz INBOUND15@DOUGKESSLER

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