“Ring out the false, ring in the true.” — Alfred Lord Tennyson, Born Aug. 6, 1809
Many people these days still think the truth will inevitably reveal itself.
The problem is, this usually doesn’t happen. At least not until it doesn’t matter anymore to the people involved at the time.
History is littered with examples where society buys into false premises and political mis-truths.
In marketing though, it’s quite different.
The difference in marketing is this: People NEVER believe ANYTHING you say.
So, what can you do about that?
How can you create effective marketing if you know going in that no one will believe anything you say?
The answer is to admit negative things.
In copywriting it’s called a “damaging admission”.
The premise is, if you admit something negative about yourself or your business that you gain nothing by disclosing, people will tend to trust you more.
And in order for your story to be listened to, you need this seed of trust in your prospect’s mind.
So, admit something.
“Ring in the true.”
This is a great year to do it, because nobody believes anything anymore, especially after all that’s happened over the past 12 months.
The truth shall set you free. In your marketing, and otherwise.