Like a wobbly top teetering toward collapse, the use of “spin” is slowly winding down. We’ve seen too much infomercial hype, too many politicians twisting the truth, and too many tabloid claims to believe everything we’re told. Sixty years ago, we were naïve enough to believe that cigarettes were good for us. Today, we take every claim with a grain of salt.
Most attempts to spin the facts are obvious. It’s one of the reasons we’re so frustrated with politicians. Their vain efforts to paint themselves in a positive light – and point out the opposition’s failures – are easy to spot for what they are: spin.
I don’t mean that copy can’t be carefully crafted, or that messages shouldn’t be artfully packaged. It’s not “art” that turns off the audience; it’s “artifice.” This is the price we pay for living in a world with unlimited access to information. If we varnish the truth to gain support, or leave out facts that harm our position, we get called out – and rightfully so.
Telling the Truth
As marketing, advertising and communications professionals, we must tell the truth. Always. It’s our responsibility to our audiences. Clarity and transparency build credibility and trust. With today’s consumer-generated reviews, the all-pervading blogosphere and 24/7 tweets, the truth will surface. By speaking the truth, we build credibility and protect our reputations.
Marketers no longer have complete control of messaging, anyway. Rather than putting our heads in the sand and continuing to spew empty promises, let’s talk straight. It will do more for our brands than spinning the truth. Credibility leads to trust, which is the quickest road to loyalty.
Even the advertising community has turned toward transparency. Truth has taken a starring role in recent campaigns, including Domino’s “Focus Group” TV spot and Nike’s new Tiger Woods commercial featuring the voice of his father. And Dove has reinvigorated its brand by focusing on truth with the “Real Beauty” campaign.
Building Loyalty
Brand loyalty is the holy grail of marketing. Loyal customers don’t shop around. Loyal customers won’t take flight at the sight of a coupon. Although we still need to engage them and promote the value we bring, loyal customers know our brands and buy our products.
Truth builds loyalty. Spin creates suspicion. Our job as marketers is to tell our stories honestly and remove impediments to brand loyalty. The truth can set us free.
What’s Your Experience?
Are there times when “spin” has backfired? When has telling the truth brought positive results? I’d like to hear your story. Do you think “spin” has played out its string?
The Death of Spin
Like a wobbly top teetering toward collapse, the use of “spin” is slowly winding down. We’ve seen too much infomercial hype, too many politicians twisting the truth, and too many tabloid claims to believe everything we’re told. Sixty years ago, we were naïve enough to believe that cigarettes were good for us. Today, we take every claim with a grain of salt.
Most attempts to spin the facts are obvious. It’s one of the reasons we’re so frustrated with politicians. Their vain efforts to paint themselves in a positive light – and point out the opposition’s failures – are easy to spot for what they are: spin.
I don’t mean that copy can’t be carefully crafted, or that messages shouldn’t be artfully packaged. It’s not “art” that turns off the audience; it’s “artifice.” This is the price we pay for living in a world with unlimited access to information. If we varnish the truth to gain support, or leave out facts that harm our position, we get called out – and rightfully so.
Telling the Truth
As marketing, advertising and communications professionals, we must tell the truth. Always. It’s our responsibility to our audiences. Clarity and transparency build credibility and trust. With today’s consumer-generated reviews, the all-pervading blogosphere and 24/7 tweets, the truth will surface. By speaking the truth, we build credibility and protect our reputations.
Marketers no longer have complete control of messaging, anyway. Rather than putting our heads in the sand and continuing to spew empty promises, let’s talk straight. It will do more for our brands than spinning the truth. Credibility leads to trust, which is the quickest road to loyalty.
Even the advertising community has turned toward transparency. Truth has taken a starring role in recent campaigns, including Domino’s “Focus Group” TV spot and Nike’s new Tiger Woods commercial featuring the voice of his father. And Dove has reinvigorated its brand by focusing on truth with the “Real Beauty” campaign.
Building Loyalty
Brand loyalty is the holy grail of marketing. Loyal customers don’t shop around. Loyal customers won’t take flight at the sight of a coupon. Although we still need to engage them and promote the value we bring, loyal customers know our brands and buy our products.
Truth builds loyalty. Spin creates suspicion. Our job as marketers is to tell our stories honestly and remove impediments to brand loyalty. The truth can set us free.
What’s Your Experience?
Are there times when “spin” has backfired? When has telling the truth brought positive results? I’d like to hear your story. Do you think “spin” has played out its string?