From the department of: “It’s not nice to fool authentic nature.” Don’t direct someone in an email to an article you “happened” to come across when you knew it was there all along.
You can’t be 70% authentic. Or 85%. Or even 99%.
An authentic communication is binary. Either it is orit isn’t. And the moment you try to sneak something past your audience — even something small — you’ve blown it.
I witnessed this firsthand recently from a marketing email that landed in my inbox.
It was a doozy.
The Setup
The other day I was researching customer experience (CX) trends and data for a new client in that space. I ran across and downloaded a report from a company called Alchemer. They provide services like surveys and market research.
The moment I surrendered my email address to access this report, I knew what was coming: follow-up marketing emails.
Sure enough, the next day this hit my inbox:
Subject: Improve Retention Now
Jeff – I bet you’re frustrated with all that feedback data — too much to sift through, yet not enough actionable insights. NPS, CSAT, and those numbers can help, but they don’t really explain why customers are leaving.
Quick tip: Focus on isolating the drivers behind your NPS score. What’s actually making your customers stay — or leave? That’s where the real insights lie.
Always here to help if/when the time is right.
BTW, I came across an article that simplifies feedback analysis using AI. Could be a game changer for you: AI-Powered Text Analysis is Revolutionizing Customer Experience
Best,
Derek Rowe
SDR | Alchemer
The email itself was fine — until that one line: “I came across an article.”
I have what I like to call a finely tuned inauthenticity alarm.
This alarm went off immediately. The casual phrasing. The implied serendipity. The suggestion that Derek just “happened” to stumble across something that might help me. So I clicked the link.
Get this: The article was written by another Alchemer employee. Wow! They both just “happen” to work at the same company. Well, wouldn’t you know?
And to top it off it wasn’t an article — it was a sponsored post. An advertorial, that is, an advertisement dressed up in editorial clothing.
Was it a coincidence? Not a chance.
My Response to Derek
I kept it as kind and professional as I could:
Derek,
Nope. Not frustrated.
I have a client in the CX space. I’m a PR agency, so I’m not a potential customer for Alchemer. I was merely researching CX info online, and knew I’d be a marketing target the moment I provided my email address to download a report.
If you’re open to advice, strive to be authentic and transparent in your emails and all communications.
Did you really “come across an article,” or is it part of your marketing strategy? The author of the article is a fellow Alchemer employee. Is that just a coincidence? For how long did you know about this article? Besides, it’s NOT an article. It’s a SPONSORED article, i.e., an ADVERTISEMENT.
Authentic communications will serve you much better my friend. It’ll give you credibility.
I wish you the very best in your career endeavors.
Jeff
What Happened Next
In less than an hour, Derek replied:
Hi Jeff,
I appreciate the candid feedback.
You’re absolutely right; downloading CX content does typically trigger outreach. No smoke and mirrors there. My intent wasn’t to position it as a coincidence, but to share something relevant based on the topic you engaged with.
And fair call on the sponsored article. It was produced by our team, and I could have been clearer about that upfront. That’s on me.
Since you’re in PR supporting clients in the CX space, if it’s ever helpful to compare notes on trends you’re seeing in the market, I’m always open to a conversation. If not, no worries at all.
Wishing you continued success as well.
Best, Derek
I’ll be honest — I wasn’t expecting that. I think most email marketers would have cussed me out inside their head, angrily deleted my email, and moved on.
But Derek didn’t get defensive. He didn’t double down. He owned it. And that response earned my respect immediately. Kudos to Derek!
I wrote back:
Hi Derek,
Truly appreciate your very professional, humble response!
I just recently landed my first client in the CX space.
Blessings,
Jeff
The Bigger Lesson Here
Derek’s initial email was probably written from a template, maybe even generated or heavily guided by a marketing playbook.
“I came across an article” is likely boilerplate — a soft, casual-sounding phrase designed to feel organic.
But to anyone paying attention, it reads as exactly what it is: a scripted setup to lure me into an “oh wow” moment.
Here’s the thing about inauthenticity in marketing: it almost always has a tell. A phrase that feels too convenient. A “coincidence” that’s a little too on the nose. An “article” that turns out to be an ad.
Your audience notices — even when they don’t say anything.
Derek’s recovery, however, was textbook authentic communication. He acknowledged the misstep, explained his intent without making excuses, and moved forward gracefully. That’s not damage control. That’s character.
Anyway, that’s the kind of communicator you want to be before you get called out, not after.
3 Big Takeaways
- Claiming you just happened to run across some information when you knew from the get-go it always existed destroys your and your company’s credibility. If something is part of your marketing strategy, then own it. Transparency isn’t weakness, it’s a competitive advantage.
- Calling an advertisement an article isn’t a minor oversight, it’s just plain wrong.
- How you respond to criticism defines your character far more than the original mistake.
Have you received marketing emails that tried to trick you into believing something that wasn’t true? Do tell!
Stay authentic… that’s the best game-changer of them all.
Jeffery E. Pizzino, APR (seen here in a vintage photo circa 1983 serendipitously doing a Clash impersonation in a since-forgotten location) is a spin-free public relations pro who is passionate about telling the why of your story with clarity, impact and authenticity. He began his PR career in 1987 at Ketchum Public Relations in New York City but has spent the majority of his career as a solopreneur. He’s the Chief Authentic Officer of the Johnson City, TN-based public relations firm, AuthenticityPR. He also functions as the fractional CCO for his clients.
Jeff has an MBA in Management from Western International University and a Bachelor of Arts degree in Communications — with an emphasis in PR — from Brigham Young University (rise and shout!). He’s also accredited in public relations (APR). This Milwaukee, Wisconsin native holds an Italian citizenship and plans to live and work there someday. Jeff and his storyteller wife Leticia have four children and four grandchildren. In his extremely limited nonwork hours, he studies Italiano, practices guitar, write songs, gardens, works out, disc golfs, reads, listens to New Wave music, serves as an assistant communication director in his church, watches BYU football, enjoys watching the original Mission Impossible TV series, and plays board games (mostly Dominion and Seven Wonders). No, this guy’s never bored and looking for something to do. Email Jeff.
