Business Ethics from a Gum Ad?

Last night I was watching a little television
and I came across a dumb, little ad that gave
me an “aha” moment that I thought I’d share
with you.

The advertisement is for a certain gum that
helps you quit smoking. I won’t share their
name here, because it’s not important to the
story.

The ad was very short, maybe 15 seconds, but it
went in a way that I think most businesses will
benefit.

They told the truth…

Instead of using a bunch of hype, people cuddling
in front of a fire, riding a horse on the beach,
or driving a car really fast for no reason, all
they said was this.

“Quitting smoking sucks… but (their gum) makes
it suck LESS”

They could not have said it more simply.

This is not a glamorous topic, and the companies
that do shine it up with people sitting in front
of fireplaces, enjoying life, have completely
missed the boat.

They are not fooling anyone, so why not just
tell the people the way it is.

So, my soapbox for today is truth in advertising.

Sure you can add humor. Sure you can be really
creative if you must, but if you lay it all out
there for your customers they will respect you
for it in the end.

In one section of my Ultimate USP Creator system
http://www.UltimateUSPCreator.com
I refer to this type of truth in your advertising
called “admitting the flaw.”

This is where you tell your customer that you
are not 100% perfect, but you are miles ahead in
other areas…similar to the gum ad.

Check it out at:
http://www.UltimateUSPCreator.com

If you follow this little piece of advice, your
advertising too, may suck a little less.

Until tomorrow,
Joshua Black

P.S. The Ultimate Pricing Report is coming out
this week. You will now have a guide at your
fingertips that will guide you towards the most
profitable pricing model for YOUR business, no
matter what business that is.

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