Martin Lindstrom thinks that the internet has become a medium for lies – just like the real estate industry and the used-cars salesmen.
He tells the story of a British real-estate chain that chose the strategy of telling the truth – describing property accurately and honestly.
According to the article, it worked very well. People began to actually look forward to reading the ads, estate agents didn’t have to lie, customers didn’t waste their time, and clients loved the fact that viewings had real potential to go through.
The author offers some interesting advice:
“Tell it like it is. Tell the consumer if the battery time in your cell phone is 2 hours – and don’t say 3. If the delivery time is 14 days don’t say 10 days. If you come back with more information within 24 hours – do it – or else tell the customer the realistic truth.“
While I like the idea of 100% honesty, reality often proves to be a little less black and white.
The battery time in a cell phone depends on how much it’s used. Some people talk on their cell phones for hours each day, while some people carry them just in case they need it. If the company selling the phone chose the average of the two, couldn’t the “just in case” user be put off? Yet if they chose the best possible scenario as the norm, couldn’t this result in unhappy and angry users?
The truth is that absolute honesty isn’t always the best approach.
Telling your young child that their artwork is ugly and deranged would be cruel.
Telling your wife that her rear does look big in those jeans is unwise.
Telling your customers that your product is overpriced is less than ideal.
There are shades of grey between black and white. Yet your integrity is the only thing in life that you not only truly control, but get to take with you throughout your life and beyond.
Being honest is good for business and good for life as a whole. And a little spin doesn’t need to deviate from the truth.
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