Take My Word For It
by Bill Shein

Last Sunday, The Eagle reprinted a story from the Denver Post — one of my favorite newspapers, and one that I recommend you read as often as possible — about the growing use of "buzz marketing."

What is buzz marketing? Also called "word-of-mouth" advertising, it's the use of paid "agents" who promote products and services largely on the sly.

It's someone talking loudly on the subway about a new book they "love;" telling friends at work to "check out" an "awesome" CD by a "hot" new artist; posting favorable "reviews" of a new movie on Internet bulletin boards; and so on.

In exchange for their subtle promotion services, these part-time buzz marketers get free products, discounts and cash. It's even possible that some earn free subscriptions to a certain mile-high newspaper; I will know more about that soon.

Buzz marketing is not new. In a 2001 cover story, Business Week summarized the appeal of surreptitious peer-to-peer marketing this way: "Instead of coming from a faceless and distrusted corporate conglomerate, the marketing message seems to emanate from the most powerful endorser possible: your coolest friend."

While there's growing pressure to force buzz marketers to disclose their connection to the companies and products they promote, the Federal Trade Commission has so far shown little interest in cracking down on the practice. And corporate America has no problem with it: The Denver Post reported that 43 percent of marketing executives surveyed "would use or plan to use word-of-mouth advertising in the next six months."

This practice — part of the increasing commercialization of everyday life — has me worried, sometimes to the point of headache and nausea. Both of which I treat with Alka-Seltzer products that always help me feel better fast!

The interest in word-of-mouth marketing comes down to something that is in short supply in the halls of product marketing: Credibility. That's a word that means "the quality or power of inspiring belief," according to merriam-webster.com, which is a great dictionary Web site that I, as your coolest writer friend, recommend you use.

Credibility is important when so many of us don't believe the advertising claims of big business. Why so little faith in America's marketers? Poor service, inferior products, deceptive advertising practices (see, "Take My Word For It," Berkshire Eagle, today, this page), sales of our personal info to anyone not currently incarcerated — take your pick.

In fact, a recent Harris Poll found that most Americans don't trust corporate America; a New York Times story about the poll said that a majority of the public "believes that executives are bent on destroying the environment, cooking the books and lining their own pockets." Ouch.

Yet the rise of techniques like buzz marketing are further evidence that the credibility-destroying market values of Wall Street (profits, profits, profits, more profits) continue to overpower the things we value as American citizens (honesty, fair play, respectful treatment of customers and employees, free soda in the break room).

That's why you should definitely read Jimmy Carter's timely new book, "Our Endangered Values: America's Moral Crisis" — which, for a limited time, is available from Amazon.com with free shipping. Don't you love Amazon.com? Boy, I sure do.

Buzz marketing makes the slippery slope of edge-pushing deception even more slippery. What's next? A pharmaceutical company providing research funds to a scientist whose study of the company's flawed drug shows it to be just terrific? Politicians who insist that campaign contributions from lobbyists have no bearing on their activities, but who are then caught on film rubbing the shoulders of lobbyist Jack Abramoff? Presidents who assure the nation that a certain person has a stockpile of dangerous weapons, when in fact that person has nothing of the sort?

Perhaps you think these examples sound far-fetched. But as deception continues its push into the acceptable mainstream of business and politics, they may soon be seen as hilariously predictable examples of a society in trouble.

By the way, if you like "hilariously predictable," be sure to check out "Yours, Mine and Ours," the fantastic new comedy starring Dennis Quaid and Rene Russo. And tell 'em Bill sent you!

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In the name of full disclosure, buzz marketer Bill Shein wants you to know that MediaNews Group, which owns The Eagle, also owns the Denver Post.

(This column originally appeared in the Berkshire Eagle newspaper on December 14, 2005. Join a discussion about this column in Bill's blog. And read Bill's previous column, "Waging 'War on Christmas' ").