Keepin’ it real.

Marketers please. What is the deal with all the “scripted authenticity” happening out here?

Videos of employees reading scripts and feigning authenticity, this does not help your brand. Campaigns that enforce scripts and controls in an attempt to humanize your employees. OMG. No. Stop. 

I have seen so much of this lately, I gave it a name: scripted authenticity. 

The human beings you are marketing to - we are not stupid. One does not need to be a marketing expert to feel that scripting someone’s words does not evoke authenticity. It’s cringe-worthy. 

You know what does work? The ideal? Creating a culture wherein your employees are true subject matter experts and truly love their jobs and want to talk about that. 

As a subject matter expert (or SME) I am empowered to voice my opinion. I have been taught and learned and those learnings have been validated. Armed with knowledge and my company behind me I can go out into the world unscripted. Think about how different that is, how empowering that is, compared to being told what to say.

Having that unicorn culture is tough, even in the most people-centric organizations. Here at School we influence Culture through team building events and build subject matter expertise through our Sales to SME Program. 

Let’s get real. Inquire within getsmart@thestrategyschool.com.