Can we please kill Authenticity?

Two weeks ago I spent several hours judging entries in an influencer marketing awards contest. Part of the submission was for the brand or agency to describe their organization’s unique selling proposition. Every single entry had some version of the following in their answer: “We focus on authentic, transparent and human connections with our … blah blah blah.” You could literally copy and paste one agency’s answer to that question into the spot on any other agency’s entry and no one would have known the difference. It’s like they were told if they didn’t include some indication that they were all about authenticity, transparency and creating human connections, they were disqualified. But, it was an influencer marketing award competition. That was to be expected to a degree.  Then I flipped over to my Instagram feed and saw the following quote in a meme sent by a different agency. It read, “Honesty, transparency and authenticity are the key factors that will set your personal brand apart from the competition as a trustworthy, reliable source.”  I snapped. It’s high time we kill all the talk about honesty, being human and transparency. And once and for all, stick a dagger in the heart of authenticity. I’ll explain what I mean in today’s commentary. This episode of Winfluence, the podcast, is sponsored by Julius. I mention that software more than others in my book because it’s the platform I’ve been using for a few years now to find influencers, engage with them and manage campaigns.  Julius really is easy to use but super powerful all at once. I can search for influencers by topic, interest, geography, age … I can also filter them by the demographics of their audience, which networks they’re relevant on … the permutations of isolating the ones that are super relevant for me are seemingly endless. Then, I can build lists of candidates, reach out to them for engagements, share contracts and assets with them, load in deliverables that I can track, measure the ROI of everything … it’s got it all.  I literally work in Julius every day for my clients at Cornett. It’s become a required tool in my arsenal. I think you’ll enjoy having it in yours, too.  All I want you to do is a demo. They’re free and will show you the magic I use every day for influence marketing campaigns. If you love it like I do, you’ll sign up. If you don’t, what harm is there in checking it out, right? Sign up for that demo! Go to jason.online/julius and request one. That’s jason.online/julius. I think you’ll be impressed! Learn more about your ad choices. Visit megaphone.fm/adchoices

Om Podcasten

There's a different in having TikTokers and Instagrammers post about your brand and actually driving influence. Welcome to Winfluence - The Influence Marketing Podcast, where we explain the difference and help your brand shift from influencer marketing to influence marketing. Hosted by industry expert Jason Falls, acclaimed author of "Winfluence: Reframing Influence Marketing to Ignite Your Brand," this podcast takes you on a strategic journey through the world of influence marketing. Jason's wealth of experience ensures that your influence efforts are not just about buzz, but also about real, measurable business impact. And you'll learn that influence marketing (without the 'r') is more than just social media. It can involve offline influence, media, thought leaders, community members and beyond. 🎙️ Episode Highlights: Join us as we dive deep into enlightening conversations with a diverse range of guests, including brand managers, agency strategists, software vendors, and influencers themselves. Get ready to uncover the intricacies of the art and science behind influencing audiences to take action, whether that's trying, buying, or thinking differently. 🔥 What You'll Explore: 📊 Strategic Insights: Gain a new perspective on influence marketing by understanding how to align your influence efforts with concrete business objectives. From increasing brand awareness to driving tangible sales, we unveil the strategic keys to success. 🤝 Collaborative Brilliance: Delve into the secrets of successful collaborations as we chat with brand managers and influencers who have perfected the delicate dance of co-creation. Discover how authenticity, alignment, and creativity drive powerful partnerships. 🔬 The Influence Science: Explore the science behind influence, dissecting the psychological triggers that inspire action. Learn how to craft messages that resonate deeply with your target audience, prompting them to engage, purchase, and advocate for your brand. 🌐 Beyond Online Borders: Dive into the world of offline influence and discover how it complements digital strategies. Unearth the strategies that translate seamlessly from online to offline, creating a unified brand presence that captivates audiences across all touchpoints. 📚 Learn from the Best: Benefit from the wisdom of industry leaders who have mastered the delicate balance between utilizing influencers and creating genuine influence. Gain practical insights that empower you to create meaningful, lasting connections. 🚀 Stay Connected and Informed: If you're committed to turning influence into impact, Winfluence is your one-stop source of inspiration and knowledge. Subscribe now to receive a steady stream of episodes that will revolutionize the way you approach influencer marketing. 🎧 Where to Tune In: Listen to Winfluence wherever you get your podcasts or watch the show on its Tuesday streams at 11 a.m. ET/8 a.m. PT on YouTube, Facebook, LinkedIn and on @jasonfalls's Twitter stream. 📲 Engage and Connect: You can find Jason Falls on most social media platforms @jasonfalls or look for Winfluence on YouTube or Facebook.