Should You Tell The Truth In Your Marketing?

Skepticism abounds.

We are inundated with fake news, clickbait, and grandiose headlines that try to lure us into buying the latest widget, hair growth shampoo, or the world’s most fuel-efficient car…

The advertising world has done it to itself. Since the dawn of advertising, they’ve created campaigns offering promises that seem too good to be true. And we’ve all been roped in at least once, parting with our hard-earned money.

I remember watching the movie “Crazy People” with Dudley Moore, who plays an advertising executive who designs a series of “truthful” marketing campaigns, blunt and bawdy and of no use to the agency he works for.

At one point, he says… “Let’s LEVEL WITH AMERICA!”

His boss replies, “We CAN’T level with America; we’re in advertising!”

Of course, truthful advertisements get printed by mistake, and the new campaigns are tremendously successful. Here are a couple of examples:

Perhaps these are a little TOO truthful, but great food for thought.

The last thing you want is for potential customers to think, “This business is pulling the wool over my eyes – they can’t be for real…”

It can be a little tricky to figure out how to navigate your marketing strategy. You want your marketing to be intriguing and get results, but you also want customers to trust you without feeling like they are being misled or taken advantage of.

Telling the truth in your marketing is an important part of creating an authentic relationship with your customers that will last long after they make their first purchase.

People want a connection with real people who are honest about what they sell. Transparency doesn’t just increase trust among potential customers but also builds existing customer loyalty.

Honesty And Transparency Are Your Secret Weapons

In an era of unprecedented access to information, it is becoming increasingly important for businesses to be truthful in their marketing efforts. With the preponderance of “fake news,” there is a lot of skepticism from potential customers that must be overcome.

Telling the truth in your marketing strategies is vital. It creates an emotional connection between your business and the customer and can also help establish a sense of familiarity. It lets people know who you are and what you stand for, giving them the confidence they need to choose you over your competitors.

People want to feel a genuine connection with the companies they patronize and not just be treated like another faceless commodity. They want authentic relationships with businesses and are leery of glossy, costumed facades.

“Honesty and transparency are two of your biggest assets as a small business. It’s your competitive advantage.”

So how do you use it wisely?

1. Respond To Feedback and Reviews

Responding to in-person feedback or online reviews is one of the biggest ways you communicate with individual customers. Responding to them, positive and negative, is an effective way to build customer connection and show that you care about your customers’ opinions.

Positive reviews are an excellent opportunity to thank customers for their patronage and build loyalty, while addressing any negative feedback is a valuable way to show that you are listening and taking steps to address any issues.

Creating an open dialogue with customers can build more trust between them and your business. It also reinforces the idea that you’re a genuine person who cares about their customers’ experience rather than just another faceless corporation.

Reviews are the first thing your new customers see when looking for a business just like yours in your local area. Over 90% of your new customers check your reviews on Google, Facebook, Yelp, TripAdvisor, etc., before coming to your business and giving you money.

If you want a FREE Online Review Analysis of your business, how you rank against your competition, what you’re doing right, and what can be improved to get MORE NEW CUSTOMERS.

Click the button below and schedule a Full Reputation Review with an Online DFY Marketing Expert. They can give you a customized plan to dominate ALL of your review sites and capture ALL the new customers in your area.

2. Deliver What You Promise

Craft your messaging to be honest about what you are offering, making sure not to promise more than you can deliver. Keep the customer’s expectations realistic, but also make sure they know there is compelling value to them when they act. Consider providing rewards or free gifts and special events for loyal customers, as this will further incentivize them to continue purchasing from you in the long term.

3. Prove What You Say Is True

What others say about your business is more valuable than anything you can say. The beauty of online reviews is that the comments are public, so you can copy them to use in all your customer communication and marketing.

Pick specific ones that relate to what you are promoting. If someone raves about your prime rib night, use it in marketing for prime rib night. Include the person’s name and town when possible, as it adds credibility.

When possible, offer a guarantee. Whatever you do when a customer has a complaint, use that as a pre-emptive method of letting them know you stand by what you say.

4. Connect With Specific Emotions

Connect with customers on an emotional level. Create content that conveys a sense of warmth and familiarity and a feeling of being understood and appreciated. Humor and laughter are great emotions to create connections, as are nostalgia, curiosity, accomplishment, safety, gratitude, well-being, and belonging. Sharing community involvement is also an effective way to develop strong relationships with customers and to demonstrate that you care about the well-being of those around you.

5. Use Story Telling

You are a real person, as are your team members. This means you can tell stories about the history of your business or the inspiration behind a specific product or service, behind-the-scenes stories – things that show you are real people working hard to bring your customers what they want.

It’s A Balancing Act
Staying honest yet compelling enough to get results seems like a tricky high-wire act. But it doesn’t have to be a challenge when you have the right tools at your disposal.

If you’re looking for answers and someone to do this for you…to develop an honest, trustworthy, profit-producing marketing plan through tailored messaging, we are here for you. Let’s talk.