How Much Truth Do We Want To Hear?
I really enjoyed the blog post today by Joe Pulizzi; he has some great insights. As I read through his 30 things I was pleased as a marketer of 20 years that as a profession, we need to be more honest and respectful of the customer. It’s just time.
But it made me also wonder: just how much truth do we want to hear? Certainly we want honesty in pricing and stop the ridiculous promises of instant weightloss.
Don’t we want a little fantasy though? Seeing that Audi wind through the twisty Apline mountains…well, it’s just inspiring. Sometimes we want Calgon to take us away; even for just a few minutes of quiet in the tub (look how long that fantasy tag line has survived – but soap doesn’t really take you anywhere.)
Perhaps it’s that “line” that can get crossed. I agree, good content is better and honesty/integrity is the best. But can we integrate that with a little fantasy time? Where is the right mix? I don’t know but I’d love to hear Seth Godin‘s take or Tim O’Reilly.
How much truth do you want to hear in advertising? When is it a white lie bad? At what point do we reject too much honesty?
What do you thunk?
(Author: G. Crouch, Managing Director)
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Well, I want total honesty. That being said, I think honesty and “fantasy” can coexist quite nicely, when the fantasy is clearly that. Maybe most people can’t whip an Audi around those bends, and of course the Calgon can’t take you away, but i think (hope) that’s mostly understood. But intentional misleading, like say, toothpaste that guarantees two shades whiter…not a fan.