[DD] It’s time to get real - this example demonstrates the payoff

When we strip away exaggeration and hyperbole, we’re left with realism. It’s the exact opposite of the hyperbole and exaggeration I’ve highlighted so far. It’s the tendency to view or represent things as they really are. But let’s be real (ha!) – being completely realistic isn’t always going to sell too well. Being real will. In the new world of digital marketing, authenticity sells. Think Dove’s ‘Real Beauty’ campaign, subverting the traditional advertising message of perfection. Small businesses are trumping big business (and their big budgets) with authenticity and transparency: This is who we are. We are real. Before the internet, Avis nailed it in the ’60s with their classic, “We’re only #2 so we try harder” campaign. As a challenger brand, they constantly try harder for every customer and can’t afford to offer anything less than great customer service. It’s brilliant. It’s real. [AVIS ads] Tips on authentic marketing 1. Be open and transparent about how you do business. A spade can be a spade. 2. Use a conversational tone of voice. Let your marketing sound like something real people would say. 3. Offer concrete information rather than jargon and fluff. 4. Connect with people (see #1), honestly. If you want to read all about exaggeration and hyperbole in one post, [head to the blog.](=) Belinda I can teach you how to write copy that earns $$$.Here's how](=) Hey, you're getting these emails because you signed up to the Daily Draft. If you want to tap out of these emais but nothing else), [hit this link](. No hard feelings. If you want out of everything >> [Unsubscribe]( Where am I? 101 N. Brand Blvd. 11th Floor, Glendale, California 91203