Engagement, naturalness and credibility, the house speciality. Today we’re talking about authenticity, the best tool for success and, by extension, for sales.
If you tell us you’ve never heard the phrase “Lo primero de todo, ¿cómo están los máquina?” (roughly, “First things first, how are you all doing, legends?”) from Almería-born singer David Bisbal, everything we’re about to tell you would make no sense. But you and we both know that’s not the case, so we won’t labour the point.
This greeting, which the international star gave his fans on his way out of a concert and which, as he admitted himself, “came straight from the heart”, has gone round the world.
«This man is a legend», «you’re the best, mate» and «top man, Bisbal» are just some of the messages of affection people are leaving on the post. How could such a down-to-earth, off-the-cuff message go viral? We’re clear on this: those simple, friendly words, said without thinking and without any pretension, hit like a powerful intercontinental ballistic missile, sending out a shockwave of unpredictable reach.
Everything the singer touches seems to turn to gold. But we have to admit that success isn’t something accidental or spontaneous. Throughout his career he has built a reputation that will follow him whatever he does. The energetic lad who won over audiences in the first series of Operación Triunfo, Spain’s hit talent show, hasn’t lost an ounce of that confidence and overwhelming personality. Bisbal has managed to earn the public’s respect, so everything he says and does seems appealing, important or interesting to everyone else.
Carlos Alcaraz started his speech after winning the Mutua Madrid Open with this now-legendary phrase, and Fernando Alonso was the first to post his own story with it. Memes and impersonators are everywhere, and brands are picking up on its influence. Just as happened recently with the viral Shakira and Bizarrap track, few have resisted using this handy resource in their campaigns, hoping to boost sales of their products and services.
The truth is it worked for Bisbal because of his likeable personality, that innate ability to give off positive vibes without even realising. The naturalness he’s always shown keeps him connected with his audience. A LIKEABLE GUY, who shares our hobbies or tastes and talks to us as an equal, ends up being the PERFECT ROLE MODEL, the one we’d ask for advice or want to be like.
He’s got people talking about him and his friendliness both online and off. A video just a few minutes long starring the international star creates a real emotional connection with the public. This is Marketing 101: getting your audience to relate to what you’re saying or selling is the key.
None of us is David Bisbal, obviously, but if his directness, charm and naturalness teach us anything, it’s that if we want to persuade, reach and hook people, we need to create experiences that involve them and spark genuine feelings that are more meaningful and lasting.
Go for naturalness!
In short, if there’s one lesson to learn, it’s that naturalness can’t be faked. The secret is to avoid imitations, keep communication with our audience direct and personal, and champion consistent content and authenticity in everything we do. Don’t forget your customers buy your products because of you, because of who you are and what you manage to convey. Always be original and true to your style, and build credibility, honesty and brand value.
