If your customers knew everything you know, would they still buy?
Well, of course they are never going to know everything, so the real question here is this:
Is the story you are crafting about your offering a truthful representation of what you do (and how you do it)?
Selfish marketers don’t really care. They will happily bend the truth, tweak a few things here and there, and leave anything out that would make the story sound less favorable. Selfish marketers look for ways to tell their story that makes it sound better than the truth.
An early client of mine, some 15 years back, was obsessed with giving their “effectiveness charts” more bang – the problem being that the underlying data had no bang at all. But rather than to optimize the product, they invested heavily in graphic design to make it look like it had bang.
Selfish marketers can’t trust the customer with the decision to buy because they don’t trust in their product, either.
The best brands are different. They start by building great products – products which are actually effective and which really do serve (real) people’s needs and desires in a delightful way.
And so these brands dare to tell true stories about their product and the experiences that their customers have.
The best part is this: For the customer, it will still sound better than the truth – their current truth. And if it’s a truly great product, it will even exceed these expectation. These products delight because the marketer was telling the truth.
Do you trust your product in delivering that experience? Do you dare to tell a true story about it?