Authenticity Makes Sales Happen
You can always count on the fact that people respond to the elements of truth that they see in any kind of marketing campaign. This is why, even after decades of fake optimism, people actually ended up responding better to irony in ads that came about in the 1990’s. They were tired of the old after effect joy of World War II era and they wanted something really different to give them truth that fit with the times that they were living in. The Sixties were a whole other duck from what came before them and strange one at that. There was a burning optimism that gave way in the Seventies to a different kind of world view, the seen it all and world weary type. This is still with us today, but right now what people want is to be approached as if they mattered. In a crowded world, hand copy leads show that you have gone the extra mile to select people who are actually trying instead of just using a massive marketing campaign that may or may not address people at a level that is of interest to them personally for their own sakes.
When we go with this type of thinking then we can understand because what our goal is here is to actually empathize with the customer and see their point of view. We don’t want to add hassle to them, we want to make things better and easier for them. This is what they will do for us in return and that is the very basis of trade itself in all economies.
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