Your prospects and customers determine your integrity in both your BIG and SMALL actions.
Given that you are basically honest, it comes down the small things you do: For example,
Do you put too much spin on things?
Here is the intro to a recent marketing email. It begins with the usual rags to riches story: I used to be broke like you. I did this _____ (What he/she wants to sell you) and then I became financially successful.
That’s approach is a bit dated and cliche’, but OK, if you are into template selling. To the point of this post, the author’s integrity showed in his spin on his own success story.
The integrity is in the details
Look at this opening intro and tell me what doesn’t add up:
I was broke making $33,400 per year. I enjoyed my work, but I was super frustrated with more bills than dollars at the end of every month.
My wife was the breadwinner but desperately wanted to stay at home with our newborn son. This made it sting even more.
The writer is poor, tired and broke, right? Look at the income number that draws your attention–$33,400. A poor, struggling, hard-working American, right?
His story implied that he, his wife and newborn must survive on only $34,000 a year.
The trouble is, he wasn’t living on $33,000.
If you read between the lines, his wife was the breadwinner, which indicates, she clearly makes much more income than him.
Let’s say she makes around the average income in the US, about $50,000 a year. Together with his income… they are making $83,000! Does an annual income of $83,000 imply a much different situation?
If a young couple with one child making $83,000 a year has “more bills than dollars at the end of every month”, his problem was spending, not their income.
Could the writer have written with integrity about wanting more money? Sure. Or about his wife desperately wanting to quit her job to become a stay at home mother with her young child? Of course.
Instead, he tried to paint a picture of poverty that by his own words, wasn’t there.
That’s what I mean about how the small details can adversely affect your integrity in the eyes of your customers.
I have no wish to do any business with the author.
If he cannot be trusted in the small things—telling his story without manipulative exaggeration, then how can be trusted in the big things—that his product will create the promised results?
Your buyers can sense when you are stretching the truth. Tell the truth persuasively. That is what this blog is all about. But the truth is enough.
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