Do you believe everything you read? Do you trust statistics? Do you casually accept the interpretation of surveys and those that report them as unbiased?
Me either.
Why is that? Could it be because we’ve been mislead too often; burned too many times?
I suspect so. We’ve all come to understand that individuals and groups with a particular agenda choose to dissect data or select certain portions of a study that supports their philosophy and present that information as the complete picture. Generally, what they fail to convey is the numbers are only a slice of the pie. They’ve skewed the truth in their favor.
It’s disingenuous and it fosters mistrust.
Consider the damage it does to your company and your brand when you ask a copywriter to make an unsubstantiated claim to close a gap or secure a competitive advantage. The truth will eventually emerge, and your reputation will be smeared. Customers may walk. Partners too.
So why risk your reputation? Take the high road. Win because your product or service is superior and your customer service puts your competitors to shame. You’ll protect your honor and the dignity of all, including copywriters, who are working vigorously to ensure your product and company succeeds.
Disclosure: this post was originally published on 10/20/2011
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