We have finally arrived at a time when the truth is sexier than the hype. Especially these digital days when everything is so transparent—when we can instantly discover the dark side about you, your product and your art. Back in the day, when hype was king, it took a costly P.R. firm and a million-dollar advertising agency to hide that darkness, and convince us that your product was exactly what we needed. And convince us you did! Now we can discover the truth on our own. And discover it we will!
The pitfall: Attempting to use “pseudo” humility as a marketing ploy to hype your work. We’ll see through that too!