Avoid the Spin Room
Posted on October 22nd, 2012
The fact that there is a place called the “Spin Room” for post-debate pontifications is both absurd and humorous.
Let’s face it, the partisan hyperbole is faker than the post-debate handshake.
Asking David Axlerod or Eric Fehrnstrom to provide unbiased and insightful commentary about the performance of their candidate is like asking Sprite if Coke tastes better than Pepsi. What answer were you expecting?
Nothing sounds faker than unadulterated praise, and this isn’t only true of political candidates. When was the last time you read a glowing review on Amazon and believed whole-heartedly that there was zero chance that review was a shill? Consumers have their malarky-radar on 24/7. And for this reason, investing time and resources trying to game your Amazon or Best Buy reviews is about as valuable as a bag of rocks.
This is even more true about trying to pass off generic testimonial praise on your website. Nobody believes it. In fact, for most consumers, your overly enthusiastic and descriptive standing-ovation is proof positive that you couldn’t find a real human to say something nice.
We are hardwired to distrust this sort of thing, and this is why word-of-mouth is so powerful. When someone has no way to gain from giving you a recommendation or opinion, you can, for the most part, take it at face value. Facebook knows this is true, which is why those little boxes in your sidebar tell you your friend likes the ad. If Bobby likes it, heck, you might like it too.
Brands should try their best to stay out of the Spin Room by focussing instead on making great products and services, and telling a great story. Give people a reason to talk about you and they probably will, and this is infinitely more compelling than talking about yourself.
Remember that “viral,” insofar as you can control it, is not built on hubris.
Sadly, that isn’t always true of politicians.