MARKETING AND SALES STRATEGIES

Lies, damned lies, and marketing

Posted by David Meerman Scott 09:42 AM on February 25, 2013

Liar

Do you believe these claims?

Lose twenty pounds in a week, no exercise or diet required!

My husband is the former oil minister and I want to give you $20 million!

Of course not! Scam artists prey on the one person out of a million who do. Everyone else knows these are lies.

How about these:

And now he’s making $30,000 a month from his own web site.

We exceed your expectations.

The Service Plan covers everything.

Hmm. These statements sound a little fishy, don’t they?

What about these?

Regular price $100.

Our products are [pick one] innovative, cutting-edge, world-class.

Light.

Deluxe.

It's so easy for marketers to slip into little lies. You've got to resist those seemingly small exaggerations and half-truths that harm your brand.

The leading provider of...

Service that's second to none.

Are you telling the truth? Or is some marketer making something up? Your customers see through the smokescreen.

Your call is important to us.

We love our customers.

Thanks to Seth Godin for the nose!

(Your results may vary).

David Meerman Scott

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