The Hub of Just Honesty
Know this, a simple honest truth.
Truthfulness was one of the best advertising lessons I had ever learned
Selling must be an honest profession. In the personal selling process, it is important to be honest in everything you do and say.
Just Honesty, Just the plain simple truth will do just fine.You must seek be honest, or there will be no truth, and truth will not be part of your devices.
It is odd, that truth is so much an overlooked part of art, writing, television, advertising, and the human equation as a whole these days. It is rarely taught in schools, or any other educational medium as any or dare it be said an integral part of any humanities or elective work for any classroom. It is as if truth were a non relevant feature of learning. No wonder we often neglect to use it in selling and advertising. Such is the modern outlook, lacking truth.
If I had to pick the single most powerful force in advertising and selling, the most important psychological trigger that can affect or cause effects the power of selling anything or any product, then I would say that I would pick honesty. This of course does not mean that if you are dishonest in your presentation, that you will not have any successful results. You might get away with it a few times, or even more than a few times,...but eventually, inevitably it will catch up to you. Yes, you may have moral dilemmas to sort through at first. Let us say you’re working for a boss who is not honest and uses deceptive tactics in the business. You have a choice. You can quit, or you can get wound up within the deception. In the final analysis still it is the same, you often get deceived by yourself in the end.
The more truthful I was in my advertising, the more effectively my message was accepted by my prospects as a whole. Yet this point is not about whether you can get away with being dishonest and for how long. It is about honesty as a psychological trigger, and as a selling tool. First off, let us start out with a very important premise. If you work for an honest company, your chances of success have already been jump-started. If you use honesty in your answers and in your sales presentations, and if there is total integrity in what you think, say, and do, there is no way anybody is going to stop you from being a success. Lie in your advertising copy and you are only deceiving yourself. Your copy will say what you think you wanted it to say, but it will also say what you thought you covered up.
The consumer is very smart, much smarter than you are led to think and much smarter as a whole, and collectively than any single one of us, you can take my word for it, the consumer is quite sharp and knows that they are. Your prospects are sure to really appreciate the truth. Because truth is easy to understand and you can’t fake the truth. If your prospect picks out or even senses a phony statement, I guarantee that you will surely kill your credibility every time. I learned to make every communication to my customers truthful, whether it was on national television or in print ads. The more truthful I am, the more responsive are my prospects and my customers. I have found that the consumer can also tell whether people are truthful in what they are trying to communicate.
Even the average reader who hurries over your copy can feel the difference between honesty and deception.It seemed to me that the more truthful and frank my ads were in both content and presentation, the more positively the consumer responded to them overall. I the sooner realized that truthfulness was one of the best advertising lessons I had ever learned, the quicker did my profits and selling style change for the better.
Be careful not to exaggerate.
Selling must be an honest profession.
In the personal selling process, it is important to be honest in everything you do and say. No white lies.
No half truths. No subtle untruths. Nothing but the Honest Truth.
No smoke and mirrors.
Just Honesty, Just the plain simple truth will do just fine.
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