I love T-shirts. I have a large collection of different T-shirts. I’ve got T-shirts from rock concerts, trade shows, movies and more. I’ve got funny T-shirts, smart T-shirts and ridiculous T-shirts. I also have my favorites. What makes them my favorites isn’t necessarily what’s displayed on the front or back of the T-shirt as much as how people react when they see me wearing those favorite T-shirts. I love when a friend stops in their tracks and bends over laughing at my T-shirt. I love when a stranger goes out of their way to point at my vintage concert T-shirt and say, “I was at that show! That was an awesome show!”
If I were to say that I love my “Three Wolf Moon” T-shirt to a friend or colleague, how much value is there in that statement? By considering that statement as truth, I believe that it holds great value. People who respect my opinion might take the statement as truth and may consider getting a “Three Wolf Moon” T-shirt for themselves. A true statement believed, or truth, holds a specific value in the minds of the people receiving the statement. The idea that has sparked my interest lately is the idea of different values for different truths. Imagine if a friend saw my “Three Wolf Moon” shirt and told me that they loved it. I might consider that statement as truth and thus that truth would hold some value. Comparing these truths, I wonder which one holds more value: my stating that I love the shirt, or a friend’s statement that they loved it. The interesting answer, I believe, is dependent on the audience.
If the audience is receiving the direct statement from me that, “I love my Three Wolf Moon shirt,” they may wonder whether there is some ulterior motive. They may question whether I’m being paid to promote the T-shirt. If I receive the message from a friend that they “love my shirt,” I may believe that they have some ulterior motives as well. To obtain an absolute truth, it can’t be a directed truth, it needs to be an indirect truth. For example, if someone were to overhear a friend telling me that they love my T-shirt I believe that it would hold more value. Therefore, a direct truth holds less value than an indirect truth, or second hand truth.
The idea of second hand truths holding more value has me thinking about the marketing messages I experience every day. If second hand truths hold more value, is there a way to capitalize on them? I’ve never seen an advertisement for my “Three Wolf Moon” T-shirt. No one ever told me that they loved theirs and that I should get one. I found out about it as a second hand truth. That made me really want it.
The popularity of social media has given second hand truths a massive stage. When a statement is made online, social media can make that statement spread fast and far. The original statement may be viewed as a truth and hold some value. When that truth becomes a second hand truth it will spread faster and farther. A demonstration of this phenomenon can be seen by simply searching for my “Three Wolf Moon” T-shirt.
I’ve been working to find as many ways as possible to harness the power of second hand truths for marketing purposes. I believe they may hold greater value in micro-cultures than in mass markets. I’m looking forward to implementing and testing the validity of the methods with current and future Modern Climate clients.
