I just saw a video about how air brushed models are in the magazines.
Of course, I already knew that, but many people do not (or at least they try not to think about it too much).
The video shows an average-looking woman who after being made up and “touched up” turns into this gorgeous fashion model on a billboard.
The video definitely appeals to the emotions (like great sales copy should), but to me it says more about the age we are living in.
With the influx of information on a thing called the internet that lets anyone say whatever they want, more and more people are getting bombarded with—for lack of a better word--crap. Truth and authenticity are getting harder and harder to discern.
And I believe that we are entering an age where truth and authenticity are valued higher than ever.
What was the crime in the video? It wasn’t the model. Watch the video and you will see the message "no wonder our perception of beauty is so distorted”.
The crime is in the deception.
If the model had been very pretty and just put on a little make-up, the video would have had no effect because putting on make-up is not considered a deception. But to think that all those women we thought we so pretty actually look like a lot of us out there! That is not something people are going to be tolerating much longer.
I believe that in marketing and advertising the audiences are becoming less and less inclined to suspend their disbelief. They will want more proof. A lot of what is now called Web 2.0 has to do with this. The interactivity you have with someone the more you can trust them.
But in plain marketing terms: just tell the truth and take the time to establish a relationship with your clients.
When I tell my story, I will freely admit that I was a very reluctant entrepreneur who had to fly by the seat of his pants till I discovered how to use direct response marketing (both on and off the web). It’s no secret.
Truth leads to trust.
And people buy from people they trust.
To your continued success,
Carlon Haas
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