Exaggerated claims. Demand created by playing on insecurities and false perceptions.
In advertising and marketing communications, I find nothing more distasteful. I’ve written a few posts taking companies to task on misleading statements in their ad copy.
It’s a fine line
How about it copywriters, content creators and product marketing managers? Where do you stand?
Is your copy sprinkled with puffery or glittering generalities that may produce warm fuzzies but no market benefits?
Are there little white lies here and there in your content? Are the product performance numbers you publish theoretical and based on conditions that customers have no shot of realizing?
Have you published data or claims that made you cringe? Were you suspicious, but unwilling to question your client, boss or colleague?
A line in the sand
At the 4A’s confab the final week of March, industry leaders asked themselves and attendees if they stood for anything, or were they simply doing the bidding of others without conscience or remorse.
The introspection was under the umbrella of advertising and sustainability, but the self-evaluation is worthwhile regardless of the motivation.
The content we produce must be above reproach. All claims should be verified and approved by legal with supporting data on files.
We owe it to the public, to our profession and to ourselves to be 100% forthright and honest with our words. Our employer’s or client’s credibility, not to mention our own reputation and integrity, is on the line.
Be vigilant. Never compromise.
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