Why Is Your Marketing Failing?

People in business always forget the real power of telling authentic stories in a zero trust world (or did they even know how?).

As anyone who is in business... speaks or writes will know, it is difficult to have people believe in the message you are trying to create. Whether it is to encourage people to take action... to inform them about changes that are taking place in a variety of situations, or convincing people to look at and engage with a new idea... today... people have difficulty in trusting the message and the messenger.

You may well ask,?"What is the reason for this?"

The real challenge is, that I don't know if there is a simple answer to that question, but let's have a look at a few possible reasons.

For a start, TRUST has become a huge issue...

In the last few years we have been lied to by the medical profession, politicians, businesses, particularly the pharmaceutical industry... as well as those pushing their alternative view... and all this being pushed by a media that has filtered the content and promoted various agendas by these vested interests.

I remember a time, not that long ago, when the media's role was to be unbiased... to investigate, prove the authenticity of, and report on stories that we the public needed to be informed about... and we were then afforded the right to form our own opinions as to how that news affected us.

Today, the media no longer reports on the news... they create it and push forward agendas that they are compensated for (and to those journalists that do good investigative work, although you are becoming fewer and fewer, and to those that maintain their journalistic integrity, I applaud you and apologise for the fact that your reputations are being tarnished by your brethren)...

Is it any wonder that your business audience doesn't trust you or your message... there is ZERO TRUST in the world today.

I also think that we have been marketed into mental oblivion with messages that are constantly pushed down out throats. What I mean is, the marketers and advertising agencies have given us bigger, brighter, louder ads with the primary focus of getting our attention (which is also happening in the movies where there are few stories of substance, but a lot of flash and bang). Unfortunately, it is also about getting attention through clever, but confusing branding, and by making promises that can't be kept or sustained by their clients.

For example (and this is not a criticism, just an observation), two of the most recognized brands in the world are Pepsi and Nike. Pepsi's?'Next Generation'?brand, does nothing to tell us about a refreshing, energising drink that we might enjoy, it just positions itself against its competitors in the marketplace. People don't really care about Pepsi, they care about themselves. Nike's,?'Do It'?brand, really doesn't mean anything to a consumer. It doesn't talk to us about comfort, support, strength or durability of their footwear and clothing lines. Besides, if you?'Do It'... what are you doing? What is it, and what does 'it' mean?

So, confusing marketing, everyone promising everything and nothing, guarantees... that don't guarantee anything, and a constant assault on our senses that has become little more than a massive blanket of static and white noise in our lives.

No wonder we live in a 'zero trust' world, where we question almost everything and fail to receive satisfactory answers to our questions.

What a challenging world for a person in business to be in!

So how do we get our messages across?

I believe that the solution is...?"start to build trust by sharing authentic stories".

Sharing implies relating information that is more than just a sound bite. It is relating information that engages the audience so that they can feel the story unfold and identify with it in their lives, through their experience.

Authenticity is about, being?REAL, sharing true stories, ideas and concepts that your audience can relate to directly and know that it hasn't been cleverly constructed to get them to do something.

For example, the story of Steven Bradbury, Australian speed skating Olympic gold medallist, is a true story, heartfelt and inspirational. Real stories from our lives and the lives of our friends have always had the impact, passion and genuineness that deconstructed stories rarely deliver.

Relating authentic stories starts to put the trust back into a low trust world, so that people not only feel better about themselves, but also about others in their lives.

You're genuineness and authenticity, instead of trying to convince people, will actually engaged them and create attraction for your values, ideas, thoughts and concepts... your message... as it were.

By creating this attraction, your interaction with your audience will be very fulfilling, both for them and for you.

Share yourself, your life and your experiences, the lessons you've learnt, the failures as well as the successes. Become a real experience in an unreal world for your audience.

Learn to do this and your success is pretty much guaranteed... :-)

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