Blogs let
you communicate directly with your audience. Of course, we’re too
busy building product to communicate with our audience so let’s hire
a marketer to do it for us. And when inexperienced marketers get a
blog, they all blog the same way. Their voice is as authentic as a
Twinkie is organic…. [Their] ire
should have been directed at whoever gave the keys to the blog to
someone whose authentic voice reads like a Newsweek health
supplement advertorial.
So, to recap, the recipe
for a disaster is easy: hire marketers with no authentic voice, ask
them to pimp offal, and when they’re busted for it make them force
out an apology in which they blame it on their authentic voice. You
too can make the front page of TechMeme for two days running with
three easy steps, though you might get wet sleeves fishing your
career prospects out of the toilet when you’re done. You’re welcome!
- Nat Torkington in Google’s Authentic Voice Problem
