Authenticity Rules: Get your Marketing out of the 90s

“When you mail ads, use a font that looks like handwriting, and put the stamp off-center or even upside-down. That way, it looks like a real letter and they're more likely to open it!”

I was watching some old videos from the 1990s from some of the “legends of marketing." 

I figured that despite changes in technology, they might have some enduring marketing principles to teach.

But who likes feeling the anticipation of getting real letter, and being tricked into reading an ad? How does that build trust?

Another of these marketing-illuminati recommended –I'm not kidding– using the email subject line: 

“I thought about you in the shower this morning…”

Followed by: 

“…Because I didn't want you to miss out on this great deal I'm offering…etc. etc.” in the body of the email.

Ew.

I'm pretty sure that both of these marketers were the kind of guys who still refer to women as “broads."

Guys, we're not in the 1990s anymore—and our marketing shouldn't be, either.

While I lament some of the rapid changes that have come with the social media revolution, one that I'm thrilled with is this:

Authenticity is everything.

There are so many options, people will no longer tolerate sleaze.

Your ideal-client's BS-radar is beeping quietly in the background, scanning for anything that abuses their trust.

Good.

This is actually easier, because now,  instead of coming up with a smarter (or…smarmier) tactic for “tricking” someone into buying from you, you can just show up as yourself.

Want to delve into this idea with one of the top communicators (and BS-busters) I know?

Check out my latest Brain Trust conversation with Paige Worthy, brand marketing coach & copywriter "for businesses that give a sh*t.”  

Lots of laughter & insight in this one! Paige & I discussed: 

✰ Why we're not really “selling ourselves” –and what we should really be selling instead. 

✰ Her best (and surprisingly simple) advice for new business owners to use (and for experienced business owners to relearn). 

✰ How to increase people's trust in you— while simultaneously saving yourself time and energy. 

✰ The magic of finding joy in your business even years in—even when it's really hard— and how to tap into this for yourself. 

✰ How to navigate copywriting in a more compelling, engaging, ethical way. 

✰What to let go of (vs. add) in your marketing efforts. 

✰Why it's important to be a “worm with balls” (and other weird analogies).

Here it is. It's a short conversation that packs a punch:

As we discussed, the best way to avoid coming across as a sleazy marketer is to just continue not to be a sleazy person. Be your genuine, enthusiastic self.

Then keep showing up. And showing up some more.

This “broad” trusts you.