This ad read (not ad, just read) is great.

You can hear the bit of a laugh after the reality TV line and tell the actor had fun with that part, or at least gives us the impression of enjoyment.

It’s filled with personality in a way that doesn’t overshadow the messaging, but makes it memorable.

Jan Swafford:

The ability of a machine to do or outdo something humans do is interesting once at most.

We humans need to see the human doing it

John Haugeland:

the most ordinary conversations are fraught with life and all its meanings

Austin Kleon wrote Show Your Work. Now you must also show your humanity.

The guiding principles for marketing content now are:

Personality + Behind the Scenes + What’s “Boring” to You

If this sounds like influencer style social content to you, you’re right.

via DC

Marketers are privileged indeed to make promises. Why make promises you know you can’t keep?

-Seth Godin

Marketing is a game of promises.

Conversion rates are promise delivery measurements.

Repeat customer rate is a trust barometer.

Puffery is over promising, repeatedly.

These definitions from Robin Sloan are helpful:

An accurate definition of “influencer” is: a virtuoso of a particular internet platform; someone who has learned to use its mechanisms to achieve their own objectives, rather than the other way around.

An accurate definition of an internet “creator” would have to be: someone whose income is determined by a platform’s algorithms.

Aligns with why platforms suddenly started talking about the “creator economy” instead of just influencers.

Give them pleasure—the same pleasure they have when they wake up from a nightmare.

-Alfred Hitchcock

Isn’t this essentially the premise of painkiller based marketing?