Being Honest With Marketing
When a business proclaims one thing and does another, then we can all agree that is blatant lying, but deceit can be much more sly. Sometimes, it’s the things that greens said that can put you in hot water, especially when transparency is called into question. If an action causes the integrity of a company to be scrutinized, then you need to look at what can cause such a shift.
In business, it might seem as if lying is generally rewarded. Lying by omission is the softest form of deceit. Some may not view it that day. It’s common enough that persons do it to maintain a persona or keep the peace in their work environment. All of this is done with the intention please the ears of the listener. Curating a positive reputation is part of trust-building. Obviously, it is counterintuitive to lie to gain trust, but this is usually done with the removal of key details.
Looking at the advertising side of business, it is known and expected to gloss over anything that might create an unwanted reaction. The line as to what is legally safe omissions for advertising is distorted. A product can only be advertised for what it is, not what it isn’t, right? Well, that gets muddy when an omission creates a different impression of what the product is for. Here, it comes down to transparency when promoting. Rather than focus on all of the features of a product it only highlights the best of them, which is understandable. The problem arises when omission distorts the nature of a product.
This is an act that requires cooperation on many levels. A good lie about a product comes from a collaborative and intentional aim to maneuver the landscape of what a consumer wants. If a device can do some remarkable but has a steep learning curve that needs to be overcome before it can be useful, then omitting the details about its ease-of-use will change the perception of the product.
There are clear ways as to why trimming details could benefit a business. For starters, it generally means that more people would have a better impression of your product and in turn company, which boosts sales. Sometimes, this is what drives businesses to make more profit. Of course, not all businesses are crooked and want to make money at all costs. Profit is just a numbers game and some will avoid saying things to make higher numbers.
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