Trading trust for attention

The old adage was always wrong. “Say whatever you like, but spell my name right.”

And now it’s even more of a trap.

The temptation to get the word out is overwhelming. There’s so much noise and so much hustle going on that we might believe that it’s okay to trade our standards and principles and position for some attention. At least for a minute or two.

The latest viral video is for an online dating site, and it features Satan as one of their customers. Nicely shot, sort of funny, with just the right amount of inside humor, there’s no arguing that it got attention.

But it burned trust. It established an image that contradicts the position they worked hard to earn for more than a decade.

There have always been shortcuts to attention. But the only purpose of advertising of any kind is to cause action, and action only happens when there’s trust involved.