The word “transparency” has been buzzing around the PR and social media realms like the “new economy” jargon of the late 90s. However, I haven’t read that many bloggers who are dissecting the concept and its applications until now. Perhaps, there have been others, and I wasn’t searching hard enough. The point is… the conversation’s out there.
Here are some tidbits:
You need to pass “the Mom test.” If your mother would say it is wrong, it probably is.
When it comes to copywriting and conversational marketing, it’s all about “how you say it,” combined with a strategic decision as to “what to say” so that you can meet your goals. You’re trying to create an experience that others respond to favorably, just like you would in person.
The secret to effective marketing is to focus on the needs of others, rather than our own egocentric need to “authentically” express whatever we’re feeling at the moment. We teach that to our children, and yet we’re to believe it doesn’t apply to social media?
Where do we draw the line with transparency and authenticity when what people really want is a story that adds value to their lives? What if no one likes the real you?
Here is my positive response:
“Thanks, Brian. I’ve been wanting someone with the right insight to ask these questions a while ago…
“Transparency and/or authenticity isn’t about telling the whole truth and nothing but the truth. I think it comes down to showing the relevant sides of yourself or your company with a certain amount of tact.
“Every person or company has various faces, which may all be “authentic” even if they’re sometimes contradictory. The tricky part is determining which face or faces will get the results that both you and the other person/party want.
“In the car salesman example, the nice car salesman isn’t looking out for you needs and wants before his own. He’s simply found that by being nice and understanding what you want, he also gets what he wants.
“And I don’t think there’s anything wrong with that. Just because he isn’t being completely transparent does not mean he isn’t being authentic. And no company can ever be completely transparent. It would simply lose its competitive edge, if competitors can see their value chain model, accounting books, marketing strategy, etc.
“In terms of do people want authenticity and transparency? It’s a Catch 22. They can’t determine if they want to know until they already know it, yes? I.e., do you really want to feel guilty every time you eat Nestle chocolate because the company admitted that they use 8 year old boys from Africa to harvest the cocao beans? Probably not.
“What do you think?”
This, on the other hand is my unpublished cynical answer:
Transparency and/or authenticity isn’t about telling the whole truth and nothing but the truth. I believe it’s about showing and proving good intentions. I may sound cynical, but the truth is that companies want to make money and stay profitable. That is their ultimate goal just like the car salesman’s goal of selling you the car. However, that doesn’t mean these companies don’t also want to please their clients.
As corporations continue to growth and merge, with the opportunities that social media now provide the market and especially after all the fraud that’s been going on, customers now want some level of trust. I think that’s why there’s a need for transparency. The companies are simply filling a demand, so they can satisfy their customers and maintain profitability.
So it’s never really been about being real. It is about giving people what they want. And somewhere deep down inside, the company may truly be kind and innovative and blah blah blah, but I don’t think that’s what really matters. The end doesn’t justify the means. But when you can’t determine the means or there are multiple that may be conflicting, then you might as well just go with the ends. And put a good faith effort in marketing the means that you think the customers want to hear.
So to answer Brian’s original last questions: I don’t think transparency and authenticity is against what people want. It’s all about finding the place where those two concept intercepts and find a happy medium. And I don’t really think there’s such a thing as no one liking you… it’s about you finding someone to like you… so there.
:)
Leave a Reply