Are you too busy boasting in your copy to actually sell anything?
It is true and it hurts. Many marketers often don’t get it. Their advertising or marketing copy is often more full of hot air than an actual hot air balloon. Marketing like that always backfires. Boasting and taunting of customers and prospects is a big “no”. Unless ofcourse you want to lose the customer.
Honesty marketing beats deception home and away
One of the most important attributes of marketing and salesmanship is honesty. Boasting may win you some customers once. It might do it twice but honesty wins boasting every time.
Your adverts and all marketing copy must be honest. If your marketing is more truthful than your rival’s yours has a chance. Customers are no fools. In fact they haven’t been in a long time.
Joseph Sugarman the legendary direct response copy master says “Try to lie in your copy and you are only deceiving yourself”. What wisdom is that deceiving self?
Admitting faults may not be as bad as you think
If you admit faults when marketing you harness belief and trust from your audience. Some marketing copy is too good to be true. It creates doubters in your prospects. What good is a non believer for what you are marketing. If i dont believe you i wont buy from you. If the fish doesnt really believe the bait is real food it wont bite. That’s how it is.
Point out the flaws upfront in your product and explain them away. You are more believable than if you covered them up. Sometimes it’s not really faults but pseudo faults like ” I got this only in one colour: black.”
The more truthful and frank you are the better your chances of building a brand. Point out advantages in a subtle way. Customers can read between the lines.
Do you agree about honesty in marketing and selling? What are your thoughts? Let’s hear them. Comment below.
By Aubrey Mavhuli