Z Connections | Edition #19 Aug 10 | The Election Edition
Article by Jacob Hunt

Spin and Sincerity

Are we seeing the real Gillard and Abbott? There has been plenty of cynicism from the media and electorate about the artificial images constructed by the candidates to woo voters.

But are persuasion and authenticity at odds?

The role of good marketing communications is to identify the real qualities of an offering – be it a politician, product or service – and articulate them in 
a convincing way for the audience. You know the strengths that make your offering valuable. The challenge is to spread that awareness to your market with a clear message.
 
Excessive ‘spin’, where a grain of truth is exaggerated to the point of deception, is not necessary to win over your audience. In fact, it will usually do more harm than good, as the public backlash to insincere politics has shown.

Potential customers will respond well to your authenticity. Let them see your passions and personality to make a meaningful connection.

To persuade your market and win commercial ‘votes’, be authentic. Strong customer relationships are based on honesty and a connection of shared interests – so just craft a clear message and let your company’s real strengths and passions shine through.
 
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