This weekend I saw the movie "The Invention of Lying", which put an interesting twist on many apsects of life, including advertising. For comic effect the movie showed an advertisement that was ridiculously honest, and surely ineffective. But when it comes to real life advertising, what's wrong with telling the truth?
At the very basic level, honestly in your advertising means making sure you are who you say you are. If you typically don't wear a suit to work, don't put one on in your ads. If you don't get professionally made up every day to go to your store, don't do so for your commercials. Misrepresenting yourself in your ads will only cause customers to wonder what else you are misrepresenting.
To take it s step further, try telling the truth in your ads even about the downside of your product or service.How about an automotive repair shop that advertises, "we know the last thing you want to do is take your car into the shop for repairs." Or what about an employment ad that says, "working here is hard, and the hours are long. Not everyone can hack it." By speaking the truth in your ads and not ignoring the negative side (which, by the way, much of your audience is already thinking anyway), you will instantly build trust with your audience.
Be brave with your advertising. Speak to your customers with a voice of reality, and earn not only their business, but their respect.
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