Strike With the Sword of Truth and Let the Heads Fall Where They May
Your projected profit estimates are wrong. Your Return on Investment numbers are false. Your five year expansion plan is irrelevant. Your advertising money is wasted. You are fooling yourself into thinking that you, and people around you, know what the fuck you’re talking about.
And time will prove I’m right.
I don’t mean to get philosophical on your ass, but our psyche is fragile and the only way we seam to be able to maintain sanity is by lying to ourselves and others.
So how do you benefit from this?
Make sure you sound like you know what you’re talking about, back up your bullshit with cooked-up numbers and appeal to emotion.
Social Media is Unquantifiable
This is nothing new. Old media was unquantifiable as well. I forget who said it but they said it best.
I know half the money I spend on advertising is wasted, but I can never find out which half.
Now, that I’ve stated my position with confidence, let me throw some brain candy at you.
Information Resources studied the effect of advertising and concluded that “the relationship between high copy scores and increase sales is tenuous at best”.
They were being generous.
Is Social Media Advertising Effective?
The myth of advertising as an effective means of gaining new business is based on the fact that some people, in some way, at least to some extent can visibly measure the positive effect advertising has on their product. However…
If advertising is not showing any effect on sales, then the explanation is that you need different advertising. Now, isn’t that convenient?
Don’t be an Asshole
Now that I’ve stated my position with confidence and backed it up with research and logic, let me appeal to your emotion by saying something like “Don’t be an asshole.”
- If you’re in Social Media because of ROI then get the fuck out.
- If you’re in Social Media because your only drive is to make a sale, then get the fuck out.
- If you’re in Social Media because you think you need to be in Social Media, then get the fuck out.
If you’re in Social Media because you have something to say, want to make this a better place and would do it even if you didn’t make one red cent, then get the fuck in.
Skilled writers and orators will often employ these (and similar) tactics to get their audience on their side. Confidence, research, emotion. Rinse and repeat.
I decided to pull the curtain and show that you can be swayed by these tactics and how easy it is to do it. And who else is easily swayed? All of us are. So beware.
- Where do YOU draw the line between manipulation and influence?
- Do you speak the truth internally?