We’ve been thrust into a new national, make that international, zone where many are not sure where we stand on truth, lies and all their synonyms. Alternative facts, fake news, social-media-corrupted information and more have become recognizable phrases in our vocabulary.
Marketing has traditionally had elements of “spin” which in our definition is to accentuate the good and turn a negative into a positive (the spin). But it is never about telling lies. Here is a scenario and how it can play out:
The situation: The ABC appliance store needed to sell 1,000 refrigerators during the first quarter to make its sales projections to satisfy Wall Street about its future viability and to clear their warehouse for new models. Their target goal was not reached, and they have 200 refrigerators sitting in their inventory.
The spin: We are on our way to our sales goals and are happy that despite the snow and tough competition, we were still able to move hundreds of units. And we are excited to now offer same-day delivery for refrigerators.
The alternative fact: We broke every sales record last quarter and merchandise was flying out of the door. We sold thousands of refrigerators and are sold out of almost everything. Our stock is headed through the roof.
I’m sure the difference is clear. The spin states facts about the situation pulling out the good stuff while offering up a potential problem as an opportunity. So, the inventory overload is now a sales pitch for same-day delivery. The alternative fact stretches the truth, gives unproven information, exaggerations and yes lies.
It makes sense to look for the silver lining and tell a good story. It helps with investors, creditors and employee morale. It helps no one to lie. Marketers can not present or promote their client’s story with data or through communication that is not true. Reputations, trust and credibility are at stake and without these things, consumers and potential clients are wise to take their business elsewhere. Here are some other thoughts about truth:
No legacy is so rich as honesty.
William Shakespeare
Truth is the baby of the world, it never gets old.
Dick Gregory
Whoever is careless with the truth in small matters cannot be trusted with important matters.
Albert Einstein
Truth, whether you perceive it or not, only brings light into your life.
Oprah Winfrey
The truth shall set you free.
John 8:32
Spin all you want – it’s our job to publicize the good news – but no alternative facts allowed. Our Founding Fathers would agree.
Leisa Chester Weir