honesty in content maketing

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Whitney Roberts

the difference in honesty and insane honesty from Inbound15 presented by Doug Kessler

Marketing

Total, proactive honesty.
INBOUND15@DOUGKESSLER

Volunteering
weaknesses unasked.
INBOUND15@DOUGKESSLER

Insane honesty signalled:
1. Shecaredaboutushavingagreattime.
2. Wecouldtrusteverythingshesaid
aboutthepositives.
INBOUND15@DOUGKESSLER

Normal honesty is simply
ethical and professional.
INBOUND15@DOUGKESSLER

‘Insane’honesty
is a choice.
INBOUND15@DOUGKESSLER

Actively seek out your
weaknesses and share
them openly.
INBOUND15@DOUGKESSLER

Insane honesty is putting
your worst foot forward.
INBOUND15@DOUGKESSLER

Why insane honesty?
Six reasons.
INBOUND15@DOUGKESSLER

Whyinsanehonesty:
1.It surprises and charms
INBOUND15@DOUGKESSLER

"There's a stone where our soul once was.
Enjoy this sponsored content.”
The Onion
disclaimer for their native advertising
INBOUND15@DOUGKESSLER

Whyinsanehonesty:
2. It signals confidence
INBOUND15@DOUGKESSLER

Whyinsanehonesty:
3. It builds trust
INBOUND15@DOUGKESSLER

“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.”
INBOUND15@DOUGKESSLER

Whyinsanehonesty:
4. It alienates less likely buyers
INBOUND15@DOUGKESSLER

Kessels KramerHans Brinker Budget Hotel, Amsterdam

Whyinsanehonesty:
5. It attracts ideal prospects
INBOUND15@DOUGKESSLER

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

Whyinsanehonesty:
6. It focuses you on battles
you can win
INBOUND15@DOUGKESSLER

Why insane honesty?
1. It surprises and delights
2. It signals confidence
3. It builds trust
4. It alienates less likely buyers
5. It attracts ideal prospects
6. It focuses you on battles you can win
INBOUND15@DOUGKESSLER

Go out and put your
worst foot forward.
INBOUND15@DOUGKESSLER

INBOUND15
Thanks.
@DougKessler
VelocityPartners.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
INBOUND15@DOUGKESSLER

If logos were honest
By Viktor Hertz
INBOUND15@DOUGKESSLER

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honesty in content maketing

1. INBOUND15 INSANE HONESTY IN CONTENT MARKETING Doug Kessler Co-founder, Velocity Partners

2. INBOUND15@DOUGKESSLER

4. Total, proactive honesty. INBOUND15@DOUGKESSLER

5. Volunteering weaknesses unasked. INBOUND15@DOUGKESSLER

6. Insane honesty. INBOUND15@DOUGKESSLER

7. Insane honesty signalled: 1. Shecaredaboutushavingagreattime. 2. Wecouldtrusteverythingshesaid aboutthepositives. INBOUND15@DOUGKESSLER

9. Normal honesty is simply ethical and professional. INBOUND15@DOUGKESSLER

10. ‘Insane’honesty is a choice. INBOUND15@DOUGKESSLER

11. Actively seek out your weaknesses and share them openly. INBOUND15@DOUGKESSLER

12. Actively seek out your weaknesses and share them openly. INBOUND15@DOUGKESSLER

13. Insane honesty is putting your worst foot forward. INBOUND15@DOUGKESSLER

14. Why insane honesty? Six reasons. INBOUND15@DOUGKESSLER

15. Whyinsanehonesty: 1.It surprises and charms INBOUND15@DOUGKESSLER

16.

17.

18. "There's a stone where our soul once was. Enjoy this sponsored content.” The Onion disclaimer for their native advertising INBOUND15@DOUGKESSLER

19. Whyinsanehonesty: 2. It signals confidence INBOUND15@DOUGKESSLER

20.

21.

22.

23.

24. Whyinsanehonesty: 3. It builds trust INBOUND15@DOUGKESSLER

25. Harvey Residential, Estate Agent

26. “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.” INBOUND15@DOUGKESSLER

27. Whyinsanehonesty: 4. It alienates less likely buyers INBOUND15@DOUGKESSLER

28. Kessels KramerHans Brinker Budget Hotel, Amsterdam

29. Kessels KramerHans Brinker Budget Hotel, Amsterdam

30. Kessels KramerHans Brinker Budget Hotel, Amsterdam

31.

32.

33. Whyinsanehonesty: 5. It attracts ideal prospects INBOUND15@DOUGKESSLER

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

35. Ugli Campus, Wood Lane, London

36.

37. Whyinsanehonesty: 6. It focuses you on battles you can win INBOUND15@DOUGKESSLER

38.

39.

40. Why insane honesty? 1. It surprises and delights 2. It signals confidence 3. It builds trust 4. It alienates less likely buyers 5. It attracts ideal prospects 6. It focuses you on battles you can win INBOUND15@DOUGKESSLER

41. Actively seek out your weaknesses and share them openly. INBOUND15@DOUGKESSLER

42. Go out and put your worst foot forward. INBOUND15@DOUGKESSLER

43. INBOUND15 Thanks. @DougKessler VelocityPartners.co.uk

44.

45.

46. “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…”

47. “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 INBOUND15@DOUGKESSLER

48. INBOUND15@DOUGKESSLER

49. If logos were honest By Viktor Hertz INBOUND15@DOUGKESSLER

50. – Viktor Hertz INBOUND15@DOUGKESSLER

51. – Viktor Hertz INBOUND15@DOUGKESSLER

honesty in content maketing

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honesty in content maketing