Of course it can…for a while.
Unfortunately, we’ve been seeing a lot of deceptive advertising lately. Companies and individuals are tapping into consumers’ fears and desperation to generate quick sales. We’ve all seen promises of COVID-19 cures. Get-rich-quick schemes. Overpriced training courses and questionable “work from home” opportunities.
A “fear appeal” in advertising is a long-used, legitimate tactic. Think about the best ways to sell fire extinguishers or home security systems or to raise money to protect the planet. But when you position your product or service as the best way to prevent or resolve that fear, you’d better be telling the truth.
Truth in advertising laws exist for a reason. There are sketchy companies out there, some of whom use really good copywriters. But solid, legitimate companies can get into trouble, too. While you may not face legal challenges, you could be seriously damaging your customers’ trust.
A good marketer can absolutely oversell your product benefits. After all, it’s our job to make things sound irresistible. But it’s also our responsibility to ask questions and verify the truth of what we’re stating so eloquently. It’s crucial to review copy and visuals with product and services experts to ensure there are no misrepresentations of the actual customer experience. Usually these are unintended and totally avoidable with clear internal communication.
A nice product package or a well-executed marketing campaign can get customers to buy your product, but your product had better come through on the promises you are making.
Now, take a step back and look at your marketing. Is it honest? Is it true? Or is it just what you want to be true?
If not, you have a choice. Fix your marketing or fix your product.