I recently saw an advertisement claiming a trendy new apartment complex was a "mere 15 minute drive" from downtown. Excuse me? The apartments were 15 miles from downtown, sure. But, those 15 long, stop-light riddled miles took a minimum of 25 minutes to drive. How did the apartment complex hope to get away with such an obviously exaggerated claim?
Yesterday, I installed new accounting software for my home office. It advertised a "quick set up in twenty minutes or less." Two hours later, I laughed at their promised set up time. I had only just finished. How could the company make such a bold claim, especially when minutes after downloading the program users would be verifying the truthfulness of their advertising?
The truth is, you've had similar experiences. We all have. But, let me ask you this. How often have you been tempted to put a sunnier face on the facts? How often have you told yourself that you're just "positioning" or "putting in a positive light" your product or service?
Make no mistake, most customers and users see this as disingenuous marketing. When Marcia Yudkin asked a group of readers what they thought about such inflated and exaggerated claims, the response was universally negative:
"A half-truth is a whole lie. Lying is never good for business." -Alan Sharpe
"Integrity is important and shouldn't ever be muddied. Surprising how many times lies are exposed, and the word always travels." - Sal Towse
"Besides showing poor self esteem and strong personal insecurity, the inflated claims you describe are unethical and will do more damage than good in the long run. Most customers aren't stupid." - Don Weidner
Most customers aren't stupid. The next time you're tempted to exaggerate -- even the tiniest little bit -- pause and remind yourself what's on the line. Your reputation's at stake. You may make the sale, but will that customer keep coming back after you've disappointed them with inflated claims?
A freelance copywriter and editor, Kristen Michaelis publishes the popular monthly e-zine The Wonderworking Minute Each edition of The Wonderworking Minute contains valuable hints and tips for helping you become a better marketer, communicator, and person. Sign up today for your free subscription to the e-zine and receive a FREE copy of her report “How To Gain And Keep Clients Through Strategic Partnering.” She and her husband Steve have partnered to create Wonderworking Words, a freelance copywriting services company. For more articles and tips like this one, check out The Wonderworking Words Blog
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