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Viewing: What » Ethos » Authenticity.

Authenticity.

(4 minute read.)

Respect and honesty.

Additionally, where appropriate and insomuch as is practicable, rather than simply 'engage readers, get their genuine attention', I favour: 'Let's make it a [expletive deleted] adventure!'

Quoting the eminently sensible John Peterman:

'People want things that are hard to find.

Things that have romance, but a factual romance, about them'.

This implication here is 'special'. And I want 'special'.

But how best to present ourselves in an often genuinely time-challenged era in which we think we're too busy to wait one-point-three seconds for a web page to load, or read it if there's more than three paragraphs without an accompanying picture?

'Often have I wondered how deep the visitor has looked…

How carefully have they listened? Did anyone catch that?

Do I but amuse myself'…?

Sadly, the one-line statement-of-benefit which opens nigh every damn commercial site seems to be held in great esteem.

Sadly? Sure, and wrongly.

Whilst an absolute boon to snaring those 'super busy perpetua-motion got-a-meeting-at-eleven' types, it encourages artificial brevity.

'Get to the point' is fine and sensible, but some things shouldn't be rushed, and suffer through trying to do so.

Personally, I don't even try to keep it brief. Instead, I simply say what I want to say to communicate my message as best I'm able… and I don't think too much about the consequence.

Seriously, the parallel here is the archer… who can do little about the arrow after it's left the bow.

'Go to archery class, buy good equipment, be aware of the wind, select target'… walk away.

Bluntly: 'Do your stuff, well. Forget the deal. if you 'win' so be it. Should you 'lose' so be it.'

Lay out your stall, grab their attention and then stand back.

If your stuff's good, enough will buy and you'll get to pass 'go' and collect the $200 enough times to cover rent and put the kids through college.

And, if it's not, then 'play your funky music elsewhere' get out of the market.

Anyway…

To me, marketing/commerce is a natural part of my life… not 'just something I do Monday through Friday, 9-5'.

My view is: let's be real and natural, whatever that is and wherever it may lead.

It most certainly isn't…

Schmooze: converse informally, in a friendly and persuasive manner that is not sincere, so as to gain favor, business, advantage for yourself.

Symbiosis should occur naturally, and I'll not try to coerce or force it.

NEXT: Business? Or 'enterprise'…?

Notes… »