marketing has many ailments. one of the most popular is that it is impersonal. there is no effort to build relationship. just shout at the consumer and walk away. today, i’m alerted of another disease that is sometimes prevalent: lack of authenticity. we lie, we cheat, and we pretend to be someone we are not–all in the name of increased sales. here is an email that came to my gmail account today from a complete stranger:
janetbts@travelaroundghz.info
hey where were you
i called you 3 times.anyway
here is the store that i told to you.they have great medicines
for cheap
<insert html link, which i won’t include for fear that they will think this worked if someone clicks on it>
this email is personal; yet they are an imposter. why are you lying to me? do you not think i’m smart enough to figure you out? the reality is, this stupid trick might work in the short term if they emailed enough people, but in the long run these types of tactics will fail. why? because, at the end of the day, the best brands will enjoy sustained sales built on strong customer loyalty. customer loyalty is built through relationships and relationships are built on trust and authenticity. the better you are at keeping it real, the more likely you are to earn my loyalty and thus my dollars. if you lie to me today, you’ll probably lie to me tomorrow. and personally, that means i don’t need you in my life.
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i don’t need you: http://tinyurl.com/8gep7a
