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A few tips on being authentic - or at least not lying
A few weeks back, on my Twitter and Facebook feeds (what I've heard called "social not-working"), I posted:
Any company's ads that boast "we're authentic" or "we're for real" might indicate that the truth is exactly opposite.
I was surprised by the energetic response from readers - apparently there's a good bit of pent-up frustration with the overuse and misuse of authenticity, or purported authenticity, in packaging and marketing.
Here are a few of the comments, which together would serve well as a brief Marketing 101 class to anyone who packages or sells anything:
"The word 'fashion' functions the same way. If it is called fashionable on the packaging, it is not."
"Also, if 'My prerogative' is written on the back of your car, it's probably not."
"It's like people that will tell you how smart they are."
"Anything with the word 'classy' on it is not. Then there's 'gentlemen's club.' And action movies the content of which is for 'mature' audiences only ..."
"Or, 'We Get It.'"
"I once kept a list of all the brands with a line that included 'not just a' or 'more than a'. But then it became more than a list..."
"So true, Mark. This is also like people who start sentences with 'To be honest...'. Why? You're not usually honest?"
"What if they are Authentically Real?"
To which I reply, I only begin to believe when they promise to be Super Incredible Authentically Real. Then it's true, for sure.
- - -
P.S. If you're interested in more social not-working,...
• My Twitter feed
• My Facebook page
What makes me the most nervous is if the statement is in quotes-- as if it is only suspiciously true. ie: The "Punctual" Plumber. Or my personal favorite, "FRESH" Fish.
How true, Mark! From Chapter 3 of our book Authenticity (pp. 43-44):
Therefore, let us establish these three Axioms of Authenticity:
Axiom 1. If you are authentic, then you don't have to say you're authentic.
Axiom 2. If you say you're authentic, then you'd better be authentic.
Axiom 3. It's easier to be authentic if you don't say you're authentic.
http://www.amazon.com/gp/product/1591391458
The one I've noticed is any company that lives in the "creative" space (designers, etc.) that has "creative" as a part of their name, isn't.
HA! try being an "authentic greenie' these lazy crazy days of you-name-it, we're green! ...I'm on to blue..
“Being powerful is like being a lady. If you have to tell people you are, you aren't.”
-Margaret Thatcher
My dad once told me, "Any man that tells you, 'Hey, I'm a good guy', isn't." Just another way to express that first axiom, if you ARE you don't have to SAY you are.
I'm a local food guy, so this reminds me of Michael Pollan's rule about real food: avoid foods that make health claims. An orange doesn't proclaim "I'm loaded with vitamin C!" but it's still a heap better for you than fortified Hi-C.
I had this same observation several years ago with the Quality Inn and a restaurant called the Quality Diner. "If you have to say you are, you probably aren't."
In the same category as "Easy to use!"
On a similar note, any e-mail that has a subject line saying "Please read" can safely be deleted unread.
"The Leading Provider of"