Everywhere 您 turn these days, 您 hear about 真实ity.
他们 say 您’ve got to be 真实 in order to 连接 with today’s social media savvy 听众s 和consumers.
Go out 和be “real” when 您’re having a bad day, 和人 will quickly call 您 out for not reacting in the “right” way.
Or, cross a line with 您r 听众 that disturbs their expectations of 您, 和您’ll quickly find that 人 didn’t want that much of the “real 您” after all.
然而，这是不可避免的— the world of marketing in general, 和specifically 线上 marketing, has heavily gravitated to a greater emphasis on an 真实 human voice over canned messages 和corporate speak.
So what’s going on with this 真实ity stuff?
Glad 您 asked. 让 me give 您 a bit of an offbeat example involving “authentic” t-shirts on the way to answering 您.
的case of the vintage t-shirt
我特别喜欢永远拥有的时尚T恤—有时几十年— 和他们 show it.
即使天气好转，我也为2000年以来的SXSW Interactive衬衫感到骄傲。当我不得不替换我的时候，我感到很愧 Joy Division, 未知的乐趣 t-shirt after it was “liberated” during a party I threw in law school, but what 是 您 gonna do?
让’s look at the larger trend in “vintage” t-shirts:
- 第一组： People who have cool t-shirts that 他们 bought way back when 和now proudly wear as 行家荣誉的破烂徽章.
- 第2组： 在老式服装店购物的人正在寻找古老的讽刺性T恤，也许希望被视为第1组的成员，或者至少… ironic.
- 第三组： People who buy 新 reprints of older, 流行 t-shirts, 和then buy other products to begin a rigorous process of making the t-shirt look old so 他们 出现 to be in Groups 1 or 2.
- 第4组： 去Target购买与Group 3相同的T恤的人，除了这些衬衫是由制造商预先老化的，有效地将Group 1、2和3商品化。
Would 您 agree with me that Group 1 is the only “authentic” example, with each subsequent group diverting a step further away from 真实ity?
And yet, 人 是 spending good money for things that 是n’t “real.” In fact, Groups 3 和4 often spend more money to 出现 真实 than the 人 who actually qualify.
Is it 真实ly true that 人 want “real,” or could it be 他们 want … something 其他？
Who’s 您r favorite person?
的problem with 真实ity in marketing is age-old. And the emergence of social media has allowed 人 to forget Marketing 101, 和go right back to egocentrism.
In other words, 您’re focusing on 您r favorite person — 您rself —而不是专注于 他们, the 人 您’re trying to reach 和influence.
塞思·戈丁（Seth Godin） famously said that 真实ity in marketing is 告诉ing a story 人 want to hear, 和then making the story a 真实ity. He caught some flack for that, but that doesn’t make it any less valid.
And yet, even that’s confusing, because 您 start to think it’s 您r 重要的故事。
您r story absolutely matters, but only to the extent that it helps 人 告诉 the story 他们 want to 告诉 about 他们selves.
Why 人 buy things
Everything else we buy is used as a way of 告诉ing the story of who we 是, what we believe, 和what we aspire to be.
So, in the t-shirt example, 人 will go to great lengths to engage in “inauthentic” commerce, because it helps 他们 say something about 他们selves that’s desirable. It’s 真实 to 他们, 和that’s all that matters.
Am I 告诉ing 您 to be 假?
No, I’m 告诉ing 您 to get 您r head in the right place.
Focus on 他们.
比赛 他们 with aspects of 您rself, 您r products, 和您r services. But never forget that 您’re helping 他们 告诉 their own stories as 您 create 您r own.
Create content, products, 和services that assist in the narrative of life we all 告诉.
Help 人 告诉 the story of who 他们 是, what 他们 believe, 和what 他们 aspire to be.
那’s about as 真实 as it gets.