Same title. Same painting. Same subreddit. One gets 300 votes. The other gets 70,000.
People love REAL stuff. But it's rare. Lifeless marketing is everywhere and we copy it without thinking. So we thought to share some examples of REAL stuff that inspires us.
1. Taleb's social proof
Publishers say bestsellers need endorsements from fancy media. Nassim Taleb disagreed. For his latest book he replaced praise from Economist et al. with words from real readers. Readers connect with readers in a way The Economist can't.
2. Patagonia's authenticity
In the 1980s all outdoor fashion catalogs looked the same. Paid models. Fake hikes. Patagonia's founder, Yvon Chouinard, was sick of it. So he placed a note in their catalog asking customers to send in real photos. Suddenly Patagonia stood out. They still only use real customers today.
"A real surfer showing a little skin is a lot sexier than a half-dressed, anonymous model" — Yvon Chouinard
3. Rihanna's copy
Most product launches feel like a copy and paste job. Look what happens when Rihanna drops the clichés and talks like a real person.
4. Chanel's drawings
Real means human. For Mother's Day this year Chanel asked employees' kids to draw products. The result? A campaign that's more touching than any perfume ad.
"Positioning is like finding a seat on a crowded bus. Most brands sleepwalk onto the bus and sit on top of one another. The smart brands look left, right, find an empty row, paint their logo on it and start singing sweetly like the Sirens."
To quote Donald Miller, a caveman should be able to glance at it and immediately grunt back what you offer. Here's our formula:
Same title. Same painting. Same subreddit. One gets 300 votes. The other gets 70,000
These are the tricks that expensive agencies charge big $$$ for and cheap freelancers pretend don't exist.
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