doug kessler - insane honesty in content marketing

INBOUND15

INSANE HONESTY IN CONTENT MARKETING

Doug Kessler

Co-founder, Velocity Partners

INBOUND15@DOUGKESSLER

Total, proactive honesty.


Volunteeringweaknesses unasked.


Insane honesty.


Insane honesty signalled:1. She caredabout us having a great time.

2. We could trust everythingshe said about the positives.


Normal honesty is simply ethical and professional.


‘Insane’ honesty is a choice.


Actively seek out your weaknesses and share

them openly.


Insane honesty is putting your worst foot forward.


Why insane honesty?Six reasons.


Why insane honesty:

1. It surprises and charms


"There's a stone where our soul once was. Enjoy this sponsored content.”

The Oniondisclaimer for their native advertising


Why insane honesty:

2. It signals confidence


Why insane honesty:

3. It builds trust


Harvey Residential, Estate Agent

“Not a very nice one bedroom flat but like the budgie it’s cheap; open plan, has a well used kitchen, and if you can call it this – a small lounge.”


Why insane honesty:

4. It alienates less likely buyers


Kessels KramerHans Brinker Budget Hotel, Amsterdam

Why insane honesty:

5. It attracts ideal prospects


How do you market an office building that looks like this?

Ugli Campus, Wood Lane, London

Why insane honesty:

6. It focuses you on battles you can win


Why insane honesty?1. It surprises and delights2. It signals confidence3. It builds trust4. It alienates less likely buyers5. It attracts ideal prospects6. It focuses you on battles you can win


Actively seek out your weaknesses and share

them openly.


Go out and put yourworst foot forward.


INBOUND15

Thanks.

@DougKesslerVelocityPartners.co.uk

“We know, we know. He is adorable. All small and yellow and fluffy…

…Don't be fooled. Yes, he is a great listener. But inside that innocuous adorable blonde package exists tons - indeed, whole square miles - of naughty. “

“Want your kids to grow up with a full complement of fingers and toes? Not the dog for you.”

“He's super loyal, easy in the house and a lot of fun but he's a little rough around the edges. Actually he's kind of a jerk. But he's a jerk we believe in…”

“The highest ranked [most candid] companies have consistently outperformed the market on average by 6.0 percent over the past decade and by 9.5 percent over the past five years.”

2014 Rittenhouse Rankings CEO and Candor & Culture Survey


If logos were honest By Viktor Hertz


– Viktor Hertz


doug kessler - insane honesty in content marketing

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