The “YES” was me. The question was someone else.
Do we have to tell the truth?
The all-caps of that YES in print captures my tone. Back in the day, it didn’t seem like a question that should have to be asked in a business meeting on the strategy for a proposal. It still doesn’t. But some folks think all marketing communications is lying.
Just in case I hadn’t been clear, I went on.
Two reasons.
First, it’s not good to lie.
Second, they won’t be fooled.
And, indeed, customers–whether the corporate and government behemoths we were selling to, or the individuals that many companies are selling to–will not be fooled. That is, we might get away with it once, but we cannot lie our way to enduring success.
So think about the messages you might want to hear and know you could rely on.
Do we make mistakes?
We do.
And when it happens.
we work hard to make it right.
Here are three stories about that . . .
Or maybe this.
Do we offer the highest-quality widget
that you can buy?
No.
But we think it’s the best value
for these five reasons . . .
And so on.
And if your customers can’t handle the truth, then find new customers. I know, I know: easy to say, hard to do. But it’s nowhere near as hard as getting into a downward spiral with your customers. Proposals are not a con game, and we are not con artists.