In the recent movie “ Invention of Lying ” Ricky Gervais lives in a world where everyone tells the truth. And since everyone tells the truth all the time, there is no reason to doubt anything they say as being nothing short of honest. The movie succeeds in making us laugh. But it also drives another, much more serious point home; in real life, we are surrounded by lies. In fact, we’ve become so disenchanted with the messages we hear, that we’ve turned into an extremely skeptical audience. Trust is Dead “Over the years, with the weight of our accumulated experiences, we’ve simply become more distrustful of everyone and everything around us. We don’t trust the government to look out for us. We don’t trust each other to take responsibility for ourselves anymore … there are exceptions, but the general trend is undeniable… We now live in an era of mistrust.” Now you know it isn’t just you. In fact, if you’ve been wondering why your marketing and sales messages have been falling on deaf ears – you don’t need to wonder. Just look inside yourself and pay attention to the little voice inside your head whenever you listen to the news, read an article or listen to a salesperson discuss the features of their product. It says something like “hmmmm really? I’m not sure I believe you” One thing is for sure: this is NOT your father’s marketplace. The Authors are Language Rock Stars Like you, I’ve felt this very same trend when I realized that marketing was more about your customer CHOOSING you, rather than a company selling you something. That’s when I started doing some research
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“The Language of Trust” Teaches Communications Lessons in a Skeptical World