Marketers tend to suffer from what I call, "The Wizard of Oz Complex." They are standing behind the curtain trying to make you believe something that isn't exactly true. Lots of bells, whistles, smoke and spins that try to hide their flaws and insecurities as a company.What they don't seem to realize is that their customers are like Dorothy strolling down the yellow brick road to Transparency City singing "If I Only Had Some Truth." It's what they want, and they will get it from "Somewhere over the Internet" with the help of their "Google-slippers."
You may think your marketing mumbo jumbo is an Iron Curtain you can hide behind, but I promise that your web video curtain is just as flimsy and obvious as the Wizard's. And, just like Toto, viewers know that it's all just a show, and someone is behind the curtain. Web video is about honest, transparent information that is entertaining.
If you are going to brave the world of web video (which you will have to sooner or later) be brave enough to follow the yellow brick road to Transparency City and avoid the Wicked Witch of Marketing Mumbo Jumbo.
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