Today I was in quite a spirited discussion with a client about buzz and viral marketing. The focus was on the absolute imperative of authenticity in blogging, podcasting, video creation and ensuring that claims were truthful. Thankfully this client is ready, willing and able to create and deliver really fun videos, isn’t interested in corporate-speak in any way and is willing to take a risk while also acting authentically.

The kicker? No matter who you are, it’s really hard to do a fun, viral video that doesn’t scream, "THIS IS A VIRAL VIDEO. PLEASE WATCH IT AND IMMEDIATELY ALERT EVERYONE YOU KNOW." Every client of mine wants a magic bullet, some formula for instantly gaining attention, and usually I’m told, "We want one of those viral and buzz marketing doohickey’s" so we then work with their agency to create something that doesn’t trash their brand or make their target viewer think, "Oh geez…I’m embarrassed *for* them that they did this video!"

Just like the months leading up to the dotcom crash when everyone seemed to think their Web site would automagically vault their business into the stratosphere, the notion seems to be that viral messaging and videos will do the same thing…somehow.

Unfortunately what you’re about to see — though tongue-in-cheek — is undoubtedly going to happen as even Joe’s Plumbing Shop decides that creating and uploading a viral video will be a perfect way to get attention. Take a peek at your one-stop-shop for learning all about viral and buzz marketing, the Viral Learning Center. It’s the #1, authentic place to learn all about viral marketing doohickey’s.