Research tells us consumers value honesty and authenticity. Additionally, research tells us consumers are more likely to buy from companies they trust. But, do we really need research to tell us this? You are a consumer. Are you going to buy products from companies that may not deliver on their promises?
Business is about relationships, and relationships are built on trust. Whether you are producing a brochure, publishing a blog or creating a website, your content needs to be honest. Tell your customers about your product’s great benefits, but don’t over promise its capabilities. It may be tempting to exaggerate the benefits of your product or service. You may be led to commit to a tight deadline in order to win the business of a new client. However, if your product falls short or you miss the deadline, you are only hurting yourself.
Customers have high expectations. If you don’t deliver on your promises and customers believe you are not being completely honest, they will take their business elsewhere. Unfortunately, customers leaving may not be the only problem you will face. Social media makes it easy for disenchanted customers to tarnish your reputation. A negative online review. A blog that blasts your company. A few harsh comments in online forums. These are hard to shake and can affect your ability to attract new customers.
You can never go wrong by telling the truth, and when it comes to your marketing, honesty really is the best policy.
“Communication and trust are two main ingredients for a successful relationship.”