Every day, we see business owners marketing average services to average people, whilst falsely claiming their products or services are outstanding. That’s not smart marketing. It’s simply a deliberate misinterpretation, designed to fool people.
In my experience, when a business owner feels the need to make fake claims in their marketing, it’s usually a sign that:
- The product or service they are promoting is low value, (what this post is about.)
- They have taken bad advice on how to promote it.
- The product or service is low value and they are promoting it incorrectly.
Build it up THEN talk it up!
Here’s the thing:
- You don’t need to tell lies to people, to make something that is amazing, sound amazing.
- You don’t need to tell lies to people, to make something that is interesting, sound interesting.
- And of course, you don’t need to tell lies to people, to make something that is valuable, sound valuable.
The lies usually start, when the product or service is too uninspiring to generate genuine interest from the marketplace. At that point, the focus should be on fixing the product or service; to pump as much value into it as possible. It’s not a signal, to paper over the cracks with false claims. That’s a short-sighted approach and a great way to develop a bad reputation.
Here’s a far more profitable approach: Build your product or service, so that it is as attractive and compelling as possible, THEN share it’s awesomeness with the marketplace.
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