BE BRUTALLY HONEST

32. Be brutally honest

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• Tell the absolute truth about your brand and your product.
• Or even your category and its consumers.
• Be at pains to point out imperfections and shortcomings.
• Admit that mistakes were made and promises were broken.
• Apologize for having failed to provide absolute satisfaction.
• This approach can be very disarming because consumers expect advertising to be full of boast.
• So when you admit to your weaknesses—as an individual or even as a company—it can be refreshing.
• It will also make you more credible when you do come around to pointing out your strengths.

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