Leaders Light The Path

PODCAST EPISODE

The Appeal of the Dark Side of Marketing

How to reject the lure of the dark side, embrace the simplicity of authentic marketing.

Read more thoughts on the art of communicating week-daily at https://michaelgerharz.com/blog

Transcript
Michael:

Welcome back to irresistible communication.

2

:

Two minutes, twice a week, no nonsense

advice on leadership communication.

3

:

Surely you've seen the dark

side of marketing, haven't you?

4

:

That dark alley I like

to call truth shaping.

5

:

It's where the truth gets a cosmetic

make-over to fit a marketing narrative.

6

:

Those marketers exaggerate the pros,

hide the cons, and sometimes right out

7

:

invent things all to shape a truth that

slides into a compelling marketing story.

8

:

But at what cost?

9

:

These businesses spend vast resources

to craft irresistible promises

10

:

for products that don't hold up.

11

:

But when ultimately reality hits and

the product doesn't meet the buyers

12

:

expectations, frustration is the result.

13

:

Sadly, that leads the dark side to

make even bolder promises, which leads

14

:

to more frustration, which leads to

a vicious cycle spiraling downwards.

15

:

Great marketers understand

that it's the other way around.

16

:

The ones who don't just see through

this facade, but act on a deep believe

17

:

that a virtuous circle is within reach.

18

:

The realm where products aren't just

packed with hollow promises, but

19

:

resonate with authenticity, solving

real problems for real people.

20

:

They break the mold of

conventional marketing.

21

:

Instead of tailoring the truth to

fit the product, they start with an

22

:

irresistible promise and shape the

product to live up to that promise.

23

:

They try harder.

24

:

It's a reversal that's as

simple as it is profound.

25

:

The result?

26

:

Products that are loft.

27

:

In my experience, the best products

are those that customers love even

28

:

more when they know the complete truth.

29

:

Products that are irresistible not because

they sound so, but because they truly are.

30

:

They might not be perfect.

31

:

But they are real.

32

:

They are needed.

33

:

They solve a problem.

34

:

And that's what makes them irresistible.

35

:

This approach sheds the need for

a cosmetic makeover of the truth.

36

:

It demands merely a true story

told in plain English about a

37

:

product that solves a problem.

38

:

Reject the lure of the dark side,

embrace the simplicity of authentic

39

:

marketing, and witness how your

communication transitions from

40

:

persuading harder to resonating stronger.

41

:

Keep lighting the path!

42

:

And share it with a friend!

If you liked this post

consider subscribing to my week-daily thoughts on the art of communicating.
We never use your address for anything else. Please see our privacy terms.