Cutting the crap: The art of honesty

A long time ago, in a marketing land far far away, marketing was fairly simple.

The boundaries of what was/wasn't acceptable in marketing were a lot wider. This meant bold claims aplenty, and brands could openly promise unrealistic ideals that were maybe a little too exaggerated. Hard-sell tactics can make a broken ballpoint pen seem like a gift from the Gods.

Back then, products were hoisted upon marketing pedestals made of brave claims, and it worked (probably something to do with pre-internet folk being unexposed to today's endless share of accessible information).

But plastering impossible benefits throughout content soon had its day. In a world where choices are abundant (and where pre-purchase research is very easy,) the audiences of the mid-2020s might need a bit more convincing: In today's world, customers are savvy.

With so many options out there, customers know the quality-cost ratio better than before. So if it's too good to be true, then it probably is.

Goodbye sleazy hype marketing

If we're not sure about a marketing claim, we can find the answer in seconds. Audiences can also jump on third-party product/service reviews before parting ways with their cash.

Simply telling your audiences how amazing your product is just doesn't cut it anymore.  

When we read things like 'World's number one brand' or 'Experts choice' - it can be hard to believe without evidence. When marketing makes big claims, it sets a bar of expectation. If your product can't do what you say it can do, then brands start to face reputation issues. Sugarcoating the benefits simply doesn't work.

Plus, customer reviews can be a deal breaker no matter how good your marketing content is.  That's why your product has to do exactly what it says on the tin.

Hello authentic marketing

If your product is marketed authentically, then it's more believable.

• Conversational, straightforward copy
• Using genuine reviews
• Giving your customer space, and not being too pushy
• Showing, not telling
• Honest values
• Simplifying the customer journey and onboarding process

The do's & don't's of customer transparency

So what's the best way to be transparent with your customer and tell them exactly what they want to hear?

Do

• Offer samples
• Be supportive in the sales process
• Be transparent about pricing from the get-go
• Answer customer questions honestly
• Offer full onboarding/customer journey transparency
• Offer tutorials with concise, clear information about your product
• Use conversational copy and speak to your customers personably to avoid sounding 'fake'

Don't

• Make claims that aren't achievable 
• Be too pushy with email marketing
• Make changes to quality without informing your customer
• Exaggerate a product's capabilities to make a sale
• Add in hidden/unexpected costs

Undisclosed issues with a product, miscommunication and bad customer service are all going to tarnish your customer's memory of your business.

Let's take Wish.com, who have become a meme-level fame due to their lower quality products/service at a jaw-dropping low price. And the world still hasn't forgotten the Fyre Festival, a high-end music festival that was highly overhyped on socials but never came close to the promises in real life and was postponed and then cancelled. The fails are remembered more so than the success stories.

A case study in beer...

Let's look at Carlsberg. A few years ago, they received regular complaints that their beer had lost it's quality. Customers reported that it tasted very different compared to Danish brewed Carlsberg beer.

As all markets change, the beer market was no different. More and more people began to drink craft beer, which brewed a wider selection in smaller local pubs where the Carlsberg taps flowed the most. As they'd been mass producing lower quality beer, Carlsberg got left behind.

Recognising this, Carlsberg released an acknowledgement statement which imbued full transparency. The content stuck to their brand voice, and they humbly changed their slogan from  'Probably the best beer in the world' to 'Probably not the best beer in the world.'  They reproduced a better quality lager, and used this as a marketing tactic to gain exposure to reboot their product.

So even though their story had changed, their brand didn't. This proved full transparency to regular customers, and a dedication to quality.

The takeaway?

So, beer aside, what's the key takeaway of customer transparency? Gone are the days of sugarcoating. 

Simplify it down to honest, authentic marketing. Sell a hypothetical lifestyle that can be achieved if your customer buys your product. People want to buy into a product that will actually work for them and align with their needs and pain points.

Because whatever the stage of the customer journey - your leads, prospects and customers appreciate full transparency and honesty.

Not only does it improve your reputation, but it is a key component for any decent, long lasting customer-business relationship.

At the heart of great marketing lies one simple truth: be real, be honest, and let your product speak for itself.