INBOUND15

INSANE HONESTY IN CONTENT MARKETING

Doug Kessler

Co-founder, Velocity Partners

INBOUND15@DOUGKESSLER

Total, proactive honesty.

INBOUND15@DOUGKESSLER

Volunteeringweaknesses unasked.

INBOUND15@DOUGKESSLER

Insane honesty.

INBOUND15@DOUGKESSLER

Insane honesty signalled:1. She caredabout us having a great time.

2. We could trust everythingshe said about the positives.

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

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

Why insane honesty:

1. It surprises and charms

INBOUND15@DOUGKESSLER

"There's a stone where our soul once was. Enjoy this sponsored content.”

The Oniondisclaimer for their native advertising

INBOUND15@DOUGKESSLER

Why insane honesty:

2. It signals confidence

INBOUND15@DOUGKESSLER

Why insane honesty:

3. It builds trust

INBOUND15@DOUGKESSLER

Harvey Residential, Estate Agent

“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

Why insane honesty:

4. It alienates less likely buyers

INBOUND15@DOUGKESSLER

Kessels KramerHans Brinker Budget Hotel, Amsterdam

Kessels KramerHans Brinker Budget Hotel, Amsterdam

Kessels KramerHans Brinker Budget Hotel, Amsterdam

Why insane honesty:

5. It attracts ideal prospects

INBOUND15@DOUGKESSLER

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

Ugli Campus, Wood Lane, London

Why insane honesty:

6. It focuses you on battles you can win

INBOUND15@DOUGKESSLER

Why insane honesty?1. It surprises and delights2. It signals confidence3. It builds trust4. It alienates less likely buyers5. It attracts ideal prospects6. It focuses you on battles you can win

INBOUND15@DOUGKESSLER

Actively seek out your weaknesses and share

them openly.

INBOUND15@DOUGKESSLER

Go out and put yourworst foot forward.

INBOUND15@DOUGKESSLER

INBOUND15

Thanks.

@DougKesslerVelocityPartners.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

INBOUND15@DOUGKESSLER

If logos were honest By Viktor Hertz

INBOUND15@DOUGKESSLER

– Viktor Hertz

INBOUND15@DOUGKESSLER

– Viktor Hertz

INBOUND15@DOUGKESSLER