Part 4

Blunder #6

You’re Lying.

It used to be much easier to lie in advertising. You could emphatically announce that your detergent got sheets “their whitest white” because, seriously, who was going to challenge you about it? Today however there may be web sites (I haven’t actually checked) that publish data on “reflectivity and perceived luminescence of white cotton sheets as a factor of leading laundry detergents.” And there will likely be Digg, Buzz, Fark, Stumble, and other personal comment/review options on the page, so anyone can lend their voice to the matter.

Lies of course, come in all shapes, sizes and degrees. Most common to our industry are the lies of exaggeration. In my posting “Blunder #3” I called out Pioneer for their use of over-the-top hyperbole. (Coincidentally, last week Pioneer announced they are getting out of the TV biz. I claim no responsibility.) That was perhaps the most egregious example, but who hasn’t at one time or the other peppered their advertising claims with modifiers such as ultimate, spectacular or awe-inspiring.

To most people, that’s just so much chin music.

Lies of exaggeration aren’t just a waste of words and media dollars, they’re actually corrosive to your credibility. You’re the little boy who cried “state-of-the-art” so many times that no one believes you anymore.

You’re the little boy who cried 

“state-of-the-art” 

so many times that 

no one believes you anymore.

Other lies are the result of wishful thinking. Your advertising can claim that when someone comes into your store, they’ll get “friendly, expert advice.” But you know in your heart-of-hearts that, while they may get that kind of promised treatment from your 15-year veteran salesperson Anything-to-Help Hannah, there’s also the likelihood that they’ll run into Snobby-Audiophile Andy or Rookie Ricky, both of whom you’ve received complaints about.

And if you’ve heard complaints from a few customers directly, think of all the people who didn’t bother with that approach, and instead prefer to share their experiences on the World Wide Web. They’re out there, I assure you. Check it yourself.

Now, we’ve examined here what could be considered little white lies. (I’m going to assume that you never want to be purposely deceptive.) You’re just using age-old “truth stretches” to persuade people to visit your store. But you can’t get away with that anymore. The Internet is a lie-detector (with the same dubious accuracy), and anyone who wants can look at the readout.