Cherry Bomb: The (Groucho) Marxism of Internet Marketing
One of the reasons I write my “Cherry Bombs” is because I have a strong drive for justice and honesty. It’s part of what I call my “philosophy of authenticity”.
But my husband, who has a degree in philosophy, always chuckles when I mention this philosophy. “I know you are sincere,” he says, “but do you realize the existentialist origins of the ‘philosophy of authenticity’?” Since my degrees are in communications, not philosophy, I confess to him that I don’t. So he explained it to me.
It turns out that this philosophical sense isn’t that different from my everyday sense. “Authenticity” means being true to yourself, for example by speaking from the heart or working for something that fulfills your talents and passions. It’s about sincerity in what you do, as well as what you say.
The philosophers also talk about “inauthenticity”– which means selling out by doing something that feels wrong. Maybe you need the money or you’re giving in to peer pressure, but you know you are not being true to yourself. Living inauthentically can lead to “alienation” – the painful realization that the way you feel obliged to live contradicts the way you really want to live. In my terms, it means being insincere or fake. But it also means that you are the biggest victim of your own falsity: alienation is one of the most profound forms of unhappiness.
What does this “philosophy of authenticity” have to do with Internet marketing? Well, I was drawn to this field because of the promise that I could take control of my own life and make a living by being myself. And I wanted to use my marketing talents to help other people be authentic too.
It’s right there in my business motto of “Find your voice, tell your story and be heard!” It’s about using my talents to help people be authentic. And in helping people to get a fair hearing, I am being true to my own passion for justice. It shows how marketing and authenticity can work together – for me and for my clients.
But here’s my Cherry Bomb for today: a lot of the “gurus” who talk about “authenticity” aren’t really being sincere. For example:
- At a conference this year I heard someone selling techniques to gain customers by “speaking from the heart” instead of using a script. But she was clearly using a script to sell her product! Talk about insincerity!
- Then there’s the “success coach” who’s bragging about her luxury lifestyle when in reality she just filed for bankruptcy.
- Or what about the mentor who teaches that you must “act successful” to attract success, yet is always holding desperate ‘fire sales’ to make quick cash? (Check out Shawn Driscoll’s recent blog post on this!)
I will leave it to the philosophers to say whether these “gurus” are demonstrating “bad faith” (to use the existentialist term) or “false consciousness” (to use the post-Marxist term) but I have to say their practices “alienate” me. (I’m getting pretty good at this philosophy lingo, huh?)
That is one reason I drop my occasional “Cherry Bombs”. I want to expose the fakes. I consider it a public service. After all, if even these “gurus” can’t practice what they preach, why should anyone else pay for their advice?
But some people tell me it is bad for business for me to be so honest. They say I should learn to “play nice” and not point out when others are being insincere or dishonest.
The only Marx I ever believed in was Groucho Marx, and Groucho famously said: “The secret of success in life is sincerity. If you can fake that, you’ve got it made.” It’s a great punch line, but I sincerely hope it’s not true. My own experience tells me that the most effective marketing is the message that reveals an inner truth. And I also believe that if you try to fake sincerity you will ultimately pay a heavy price. Faking it may, perhaps, make you a quick killing but it won’t make you a long-term living. And most importantly, it won’t make you happy.
Tell me what you think. Does fake “sincerity” really work in marketing? Or does authenticity always win out in the end?
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Twitter: marciaavalon
5 November 2010 at 1:00 pm #
Shannon, you are da bomb!
Fake sincerity stinks. You can’t smell it on the web, but you certainly can detect it. You feel there’s something “off” in the person’s communication. The words may be right, but the vibe doesn’t jibe.
On the other hand, the people who teach that authenticity is all it takes to be successful are also wrong. A good marketer has to know her market and the marketing and selling process too.
I love your Cherry bombs!
Marcia
Twitter: sandramartini
5 November 2010 at 1:29 pm #
Hey Shannon,
Fake sincerity can succeed short term, but never long term — as demonstrated by the businesses which have lots of “new” clients and few long-term clients.
I’d also add that in choosing who to mentor/partner/work with, we need to take into consideration the fact that authenticity alone isn’t enough.
Someone can be totally authentic (“Authenticity” means being true to yourself) and still be a poor choice as a mentor/partner/vendor if their values are out of sync with our own.
Being “authentic” is personal and the integrity (quality) of that authenticity depends, in part, on the person’s values.
For strong relationships, I believe authenticity, integrity, sincerity and a shared value system are the keys to success (and it doesn’t hurt to like one another as well
).
Thanks for another great post!
Sandy
Twitter: conniehammer
5 November 2010 at 4:35 pm #
Shannon,
Great post! Trying to “act” successful is just that, an act. There is nothing authentic or sincere about it except for the effort you give it maybe?
Being true to yourself is sometimes difficult and takes courage, not just in marketing but in other areas as well. I agree that happiness comes when, as my grandmother used to say, something is “the right size for my skin” – if that makes any sense? Stepping into a costume that doesn’t fit, just doesn’t feel good.
My two cents,
Connie
PS I admire your spunk, don’t ever lose it!
Twitter: thereseskelly
5 November 2010 at 8:00 pm #
Hey Shannon, I so love your Cherry Bombs! And I”m pretty sure someone has already told you that you are ‘da bomb’ but let me reiterate that as well.
I’m just now discovering how I’d inadvertently ‘drank the internet marketing koolaid’ of some of the mentor’s I’ve had. Their values permeated me a bit and as I reflect on what’s really important to me, I now am stepping away from some of the ‘lets look good at all cost’ mentality that lives out there.
In reality, everyone is just doing the best they can. But as Sandy says, choosing a mentor who resonates and lives in harmony with their own values which align with yours is key.
Thanks for being a commitment to speak the truth. I love that about you.
Therese
I think the true leaders online and off will always inform and warn their audiences and clients of the risks within their industries, like you do with your Cherry Bombs and Sylvie Fortin did with Internet Marketing Sins. It can be hard to spot some of these images without substance, these inauthentic business owners who put up a facade without the guidance of those who have been around longer. Snake oil salesmen have been around for a long time, it’s just now they have the whole world as a platform instead of a string of small towns. Kudos to you for speaking up and preventing some of the heartache and pain that comes from following the wrong leaders.
Twitter: coachjaynine
7 November 2010 at 6:00 pm #
If people follow their gut instinct they can spot a fake a mile away. People must be genuine in order to be successful. It doesn’t mean being nice all the time it just means they need to say it how it is…people want the truth. People want the real gems/diamonds…not the fake diamonds. Always be real and you will have friends and clients because people do business with those they know, like and trust. Plus, they do business typically with people who are just like them….two peas in a pod.
Thanks for keeping it real!
Jaynine
Twitter: NancyMarmolejo
12 November 2010 at 6:26 pm #
I live for your rants. Keep ‘em coming!
I agree with your piece on sincerity above and also the excellent comments of your other viewers. I realize I am coming to a decision of what way to go in internet marketing. Yes, we all need to learn the basics, but after that, what niche should we individually get into to be true to ourselves and our talents?
Twitter: shannoncherry
20 November 2010 at 11:34 am #
Great question to ask. I find that the answer will evolve over time but essentially you’ll know your niche when people keep asking you about it!