False Advertising

You really can't jump any higher with Air Jordans than with any other brand. Things don't always go better with Coke. The most interesting man in the world does not always drink Dos Equis beer (in fact, the original now pitches tequila after been put out to pasture for a younger actor).

And here's the problem. We don't take it seriously for the most part. We've come to expect stretching of the truth in marketing to the point we often dismiss what we hear without really weighing whether it's true or not. So while you and I would love for our potential client to authentically listen to how we can help them solve xyz problem, what they often hear is "blah, blah, blah ... bigger, better, faster ..." and then they yawn.

So how do you get through all the noise and false advertising coming at them in hyper-speed in order to have a shot at being of service? 

• Give more than you get. When you make it about them and not about you and you provide one-sided value it will eventually come back to you ... often, many times over.
• Build relationships. While many people seem to be lost in their gadgets and smart phones, tuning out the world, the fact is they are often tuning IN. Just in a different way than they did just a few years ago. By being present and building rapport they will watch and listen ... on THEIR time and in THEIR manner.
• Be, and stay, authentic. Don't promise something you or your product can't deliver. Be the change agent in restoring integrity.

Here's to having your message heard authentically!
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