Marketing the Truth
Marketing the Truth
The first is to understand that most of our past is fabricated in that it was created by those who had the greatest access to mass media. It does not follow what was told as fact is necessarily truth. History although I admit I am playing with words here is just that “His-Story” written by the winners and bias to say the least.
In terms of marketing campaigns it has long been know within the industry itself that PR, Viral and other less publicly known avenues of communication alter public opinion. This opinion then ferments in the minds of the public to become fact in very little time.
Can we predict the future? Not really but we can invent it just like we have the past on many occasions. As an example of the power of mass suggestion (education) one only has to look at one truth of the 19th century. Contrary to popular belief Edison does NOT hold the record for the most inventions. He may have applied for the most patents but many were not his. Yet Tesla the man who should have that distinction is almost never mentioned in the schools and universities as a pioneer. Don’t sit there and disagree with that last statement GO AND CHECK! FOR YOURSELF!
Another fine example is the Ten Commandments and yes I am aware that this may cause consternation amongst the religious zealots who would sacrifice truth for faith but again you don’t have to look too far for the historical TRUTH.
The Egyptian book of the dead written some 2,000 years before Moses got his orders contains those same rules almost verbatim and is known in archaeological circles as spell 125 in the Egyptian book of the dead.
What has all this got to do with modern marketing methods?
Well it shows clearly that without the aid of mass media and global communications our ancestors knew a thing or two about how to crate a good campaign. The source must seem to be trustworthy and beyond question.
Back to inventing the future which in all honesty is much easier than trying to predict it we have to look closer at the source. Where do we believe the information is coming from and how do we persuade the public to take that information on face value in order to promote our goals?
Well it is surprisingly easy once you know how the public tends to process information in a fast paced lifestyle. First we need to get ourselves an “expert” and depending on what it is you’re selling be it a product, service or more powerfully an IDEA you will have found the home of your expert.
Second you need to place that expert in a trusted medium be it TV, print, radio, internet or word of mouth or a combination of all the above. The mix of the media is as important as the person (expert) giving the message and all this comes before the message itself.
Viral marketing is a fine example of swaying public opinion or simply gaining brand awareness by word of mouth or a few well targeted words in an appropriate media outlet such as “letters to the editor” in a professional magazine or national paper.
It could take the form of a game or set of images sent around the Internet as a joke, news or an appeal. Nothing is off limits when it comes to promoting the product, brand, service, person or opinion this also include the so called “leaks” of information so regularly berated by governments who usually wish to “test public opinion” without a debate.
So you have your expert you have the correct mix of media and you have your message. In amongst all this there is a subtle ambiguity…our idea of what an expert actually is. Dependant on what the message and the medium is this expert could be anything from a university professor (usually used to sell a new drug by fear based marketing of the problem be it a real problem or not) or and this is a strange one…a magazine editor that is selling you a cosmetic product since s/he is good at editing?
I may sound like I am knocking the world of persuasion and in some respects I am but I am not against marketing the truth. The “pandemic” we were all subjected to last year concerning bird flu upped the share price of several international drug companies and left many people with nothing but panic in their hearts. This is where I draw the line in marketing without correct investigation, it is sensationalism to sell newspapers and drugs that have no effect on flu at the expense of the publics sanity and taxpayers pocket.
There can be such a thing a moral marketing there can be truth and commercial gains if we focus on a win win situation from the start. The casualty of all this is truth and the respect of a public growing ever sick of the lies and fear based tactics used by many multinationals.
Should we not attempt to regain (maybe we never had it?) truth and respect in our messages to the public? Could we not think a little more about the long-term effects us as marketers have on the minds of adults and children? We have a responsibility as professional persuaders to understand we have the power to form opinions.
We know the public is more often than not too busy to check the credentials of so called experts and the validity of our massage. So it falls to us to break with years of tradition and wonder what our world would be like if the public were given the credit for forming an opinion based on truth given to them in such a way they need not question its validity. As a wise man once said “Truth needs no explanation” if that be true how much would you save on your next campaign?
Marketing the Truth - To learn more about this author, visit Jason Rife's Website.
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Some people say you cannot predict the future others spend their lives trying to do just that, be it stocks and shares, futurists or crystal ball seers. Anticipating the market whatever that may be from a marketing point of view two elements need to be considered.
The first is to understand that most of our past is fabricated in that it was created by those who had the greatest access to mass media. It does not follow what was told as fact is necessarily truth. History although I admit I am playing with words here is just that “His-Story” written by the winners and bias to say the least.
In terms of marketing campaigns it has long been know within the industry itself that PR, Viral and other less publicly known avenues of communication alter public opinion. This opinion then ferments in the minds of the public to become fact in very little time.
Can we predict the future? Not really but we can invent it just like we have the past on many occasions. As an example of the power of mass suggestion (education) one only has to look at one truth of the 19th century. Contrary to popular belief Edison does NOT hold the record for the most inventions. He may have applied for the most patents but many were not his. Yet Tesla the man who should have that distinction is almost never mentioned in the schools and universities as a pioneer. Don’t sit there and disagree with that last statement GO AND CHECK! FOR YOURSELF!
Another fine example is the Ten Commandments and yes I am aware that this may cause consternation amongst the religious zealots who would sacrifice truth for faith but again you don’t have to look too far for the historical TRUTH.
The Egyptian book of the dead written some 2,000 years before Moses got his orders contains those same rules almost verbatim and is known in archaeological circles as spell 125 in the Egyptian book of the dead.
What has all this got to do with modern marketing methods?
Well it shows clearly that without the aid of mass media and global communications our ancestors knew a thing or two about how to crate a good campaign. The source must seem to be trustworthy and beyond question.
Back to inventing the future which in all honesty is much easier than trying to predict it we have to look closer at the source. Where do we believe the information is coming from and how do we persuade the public to take that information on face value in order to promote our goals?
Well it is surprisingly easy once you know how the public tends to process information in a fast paced lifestyle. First we need to get ourselves an “expert” and depending on what it is you’re selling be it a product, service or more powerfully an IDEA you will have found the home of your expert.
Second you need to place that expert in a trusted medium be it TV, print, radio, internet or word of mouth or a combination of all the above. The mix of the media is as important as the person (expert) giving the message and all this comes before the message itself.
Viral marketing is a fine example of swaying public opinion or simply gaining brand awareness by word of mouth or a few well targeted words in an appropriate media outlet such as “letters to the editor” in a professional magazine or national paper.
It could take the form of a game or set of images sent around the Internet as a joke, news or an appeal. Nothing is off limits when it comes to promoting the product, brand, service, person or opinion this also include the so called “leaks” of information so regularly berated by governments who usually wish to “test public opinion” without a debate.
So you have your expert you have the correct mix of media and you have your message. In amongst all this there is a subtle ambiguity…our idea of what an expert actually is. Dependant on what the message and the medium is this expert could be anything from a university professor (usually used to sell a new drug by fear based marketing of the problem be it a real problem or not) or and this is a strange one…a magazine editor that is selling you a cosmetic product since s/he is good at editing?
I may sound like I am knocking the world of persuasion and in some respects I am but I am not against marketing the truth. The “pandemic” we were all subjected to last year concerning bird flu upped the share price of several international drug companies and left many people with nothing but panic in their hearts. This is where I draw the line in marketing without correct investigation, it is sensationalism to sell newspapers and drugs that have no effect on flu at the expense of the publics sanity and taxpayers pocket.
There can be such a thing a moral marketing there can be truth and commercial gains if we focus on a win win situation from the start. The casualty of all this is truth and the respect of a public growing ever sick of the lies and fear based tactics used by many multinationals.
Should we not attempt to regain (maybe we never had it?) truth and respect in our messages to the public? Could we not think a little more about the long-term effects us as marketers have on the minds of adults and children? We have a responsibility as professional persuaders to understand we have the power to form opinions.
We know the public is more often than not too busy to check the credentials of so called experts and the validity of our massage. So it falls to us to break with years of tradition and wonder what our world would be like if the public were given the credit for forming an opinion based on truth given to them in such a way they need not question its validity. As a wise man once said “Truth needs no explanation” if that be true how much would you save on your next campaign?
Marketing the Truth - To learn more about this author, visit Jason Rife's Website.
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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Joe DagerJoe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as Lean Six Sigma Marketing and organized referral marketing. What others say: In the past 20 years, Joe and I have collaborated on many difficult issues. Joe’s ability to combine his expertise with “out of the box” thinking is unsurpassed. He has always delivered quickly, cost effectively and with ingenuity. A brilliant mind that is always a pleasure to work with.” - James R. If you want to learn more about Business901, start a conversation with us. We can be found @ Web/Blog: Business901.com Web/Blog: FundingYourNonprofit.com LinkedIn Profile Follow me on Twitter - Visit Joe Dager's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) In five years, Canadian-born entrepreneur Jay Kubassek went from selling mufflers at a Midas franchise to revolutionizing Internet marketing with the 2004 launch of CarbonCopyPRO, a online marketing education company, now worth over $20 million with customers in over 160 countries.
As an independent film producer, his upstart film fund Aliquot Films is currently producing a films with Spike Lee and Abel Fererra (starring Ethan Hawke and Dennis Hopper.)
Jay's entrepreneurial spirit is irrepressible. He’s the owner of five companies, a professional speaker and trainer, international real estate developer/investor, extreme sport enthusiast and emerging philanthropist. Jay resides in NYC with his wife Jamie, son Milo and dog Cooper. Visit Jay's official website: www.JayKubassek.com - Visit Jay Kubassek's Website |
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John AlexanderJohn has taught keyword research and SEO skills to small groups of business owners and Webmasters from over 80 different countries world wide since 2002. John is also the Director of Search Engine Academy ; Co-director of Training at Search Engine Workshops offering live, SEO Workshops with his partner SEO educator Robin Nobles, author of the very first comprehensive online search engine marketing courses at SEO Training Online and the SEO Workshop Resource Center. I look forward to hearing from you! - Visit John Alexander's Website |
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