Truth: The New Rules for Marketing in a Skeptical World

Reading is fun. But not every book is really worth reading it – especially when it comes to business books. Therefore I already started the “Book of the Week” Series, where I share comprehensive abstracts on my favourite books.

Now I want to start another series called: “Business Books” – featuring information on books in a more compact way. Today I would like to present you “Truth: The New Rules for Marketing in a Skeptical World”, by Lynn Upshaw (2007).

Synopsis
Truth reminds Marketers that they need to remember that prospective buyers want and deserve honest, noninvasive marketing and that value propositions should not be about lower prices but about higher trust. Find out more. Read this review. Today’s skeptical consumers make it difficult to execute a successful marketing campaign. Television commercials can be muted with the remote or skipped altogether with the advent of DVRs.

The Internet and e-mail provide new messaging options for marketers, but they sometimes backfire. It seems that the harder marketers sell, the less likely buyers are to listen. The more marketers try to infiltrate the world of consumers, the more buyers wonder if marketers are telling the Truth. Consumers are more skeptical, and marketers are trying to adapt. In Truth, Lynn Upshaw explains why integrity can help companies create stronger marketing programs, and how those programs can help achieve business goals. Buyers are beginning to judge a brand or a company by the way it acts, not just by the product or service offered.

In a 2006 Opinion Research survey, 75 percent of respondents said they preferred to buy from a company that operates ethically, even if it means they have to pay more. In a market where consumers are skeptical, the brands and companies that hope to prevail will have to demonstrate that they operate and market with integrity. The good news is that these companies will not have to sacrifice revenue or profit to do so. In fact, they may find that integrity will become their strongest competitive advantage. When buyers believe they are being treated equitably by a brand or company and are provided with sound products that are priced fairly, they reward the marketers involved.

Conversely, if consumers feel a company has tipped the playing field against them, they are more likely than ever to steer clear. And once they leave, they are not likely to return. The author believes that what will help convert skeptical buyers is demonstrating that practical integrity—in all facets of that word’s meaning—is as important to marketers as it is to their customers.

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