The best marketers bake their advertising into their work.
Whether you’re an athlete, an author, or a baker, the product speaks for itself. Your trade either breeds trust and gets shared by others or falls at the wayside.
Steve Jobs, Michael Jordan, and Albert Einstein put their money where their mouth was.
But there are of course ways to exaggerate one’s abilities.
David Beckham was a good football player, not great. Karl Lagerfeld was a good designer, but no one amazing. The difference is how these two talked about themselves during their careers and strategically elevated their game by raising their awareness platform.
Performance is only half of the story. The other half of the story is smart marketing and for consumers, a self-fulfilling truth. As Seth Godin so wisely notes in his book All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World, “We drink the can, not the beverage.”
Buyers acknowledge the artifice but also stand on pedestals they too think they deserve.