Oxford Dictionaries recently named its 2013 Word of the Year: selfie
(For the unaware, a selfie is when someone takes a picture of themselves and posts it on social media.)
The word is incredibly popular both in lexicon and application. According to the BBC, use of the word “selfie” increased an astounding 17,000% during 2013. And, according to world leaders, it’s now OK to take a selfie at memorial services.
Just because it’s popular doesn’t make it right. In fact, a Birmingham Business School discussion paper recently reported that people who post more selfies have shallow relationships with people. And that “increased frequency of sharing photographs of the self, regardless of the type of target sharing the photographs, is related to a decrease in intimacy.”
Unfortunately, many marketing and sales organizations create and deliver what can only be called “selfie” messaging and presentations, focused more on your own company, products, services, and benefits, and less on talking about your prospects problems, risks and resulting needs.
You are rightfully proud of your stuff, and you want everyone to know and care about it as much as you do. But, you must resist the temptation to turn your campaigns and content into a selfie.
Want to kick the selfie habit? Read this article I wrote for MarketingProfs: “Nine Common Phrases Made Great by Using ‘You’ Instead of ‘We’”