I was a little reluctant to write Wednesday’s post about "accidental email messages" because I really believe that authenticity is one of my (and your) best marketing tools. And authenticity is built on trust. So the minute you erode any trust you’ve painstakingly managed to create, it’s pretty much over, in my opinion.
But there is so much "fake" marketing (see my post last week about cab drivers in London spreading faux "word of mouth"). And don’t get me started on the current US presidential campaign where, it seems to me, all the candidates simply say what they imagine a certain group of voters wants to hear. It’s a joke!
There’s one other new-ish marketing technique that I’m most suspicious of lately: those "oops, I made a mistake, here’s the link again" mass email messages that duplicate a previous message. On the one hand, it’s based on the idea that "2 is the new 1" — that people don’t take you seriously unless you follow up. But what are we going to do when we really do make a mistake? How will we make it clear that it’s not just one more ploy to get someone to click?