holy cow of advertising image

The State of Advertising 2012

Greg Voakes recently wrote a column in Business Insider on the ‘current’ trend of so called authenticity prevalent in the advertising world.

The irony of authenticity is that the last thing you ever need to do to achieve it is ask for it. It’s rather like the word ‘quality’. Academics have been trying to define that one for a long time.

Anyway, the thing I absolutely loved about Voakes article was his reference to an open letter from Johan Liedgren, ex Microsoft Director of Channel Policy and now an independent consultant.

If you haven’t read any of Liedgren’s other stuff, go seek it out.

His open letter is published as an image on Imgur.com and should make you laugh.

This is how to speak to your audience and have a pretty good chance of going viral all in one. Here’s the formula for doing this sort of thing yourself:

  1. Look at all the “holy cows” in your industry (the things often taken for granted)
  2. Question every one of them
  3. Find one that doesn’t rign true
  4. Get creative and tear it apart

Telling it like it is wins trust, and if you do it enough, customers may actually trust you enough to buy from you.

Quentin Pain

My earliest ambition was to become a rockstar (my band once backed The Waves who went on to win the Eurovision Song Contest). Unfortunately I decided to start a business to support my rock star dream, and as luck would have it, the business took off big time and the rock star dream died. I was 23. By the time I reached 50, my total business count was 6. The last one was Accountz that went from zero to 36,000 customers in 6 years. I now run ProofMEDIA Ltd and my specialism is copy that wins trust, engagement and long term sales. I'm also a published author (including a Dummies title), have won many awards including the IAB Small Business Mentor of the Year, and am a Fellow of the Chartered Institute of Marketing.

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