This is an article about honesty.  Specifically, it’s about being honest with yourself and with the way your customers see your business.  Even more specifically, I’m talking about your business’ ‘Silent Truths’.

Silent truths such as…

• Retailers have customers who visit their stores to look at products, knowing full well that some of those customers will then go home and buy those products online to save money.
• Newsagents have customers who will read the magazines in the shop to find out specific pieces of information but will have no intention of buying the magazines.
• Cinemas have customers who will take their own food and drink to avoid paying the higher prices at the counter. 

When was the last time you saw marketers tackle these potentially sensitive topics?

I call these ‘silent truths’ because essentially that’s what they are.  They’re the elephant in the room.  The truths we all know, but don’t talk about.  And yet these silent truths can be great marketing material if addressed in the right way.

Here’s an example of an online retailer tackling the first of the above examples I list.  They are one of the few that have been brave enough and in doing so, created a widespread media and blogging buzz – certainly beyond the reach of the original campaign.  This poster campaign was run in London by the online division of electrical retailer, Dixons.  They went straight after the traditional bricks-and-mortar electrical retailers (John Lewis, Harrods, Selfridges) and mimicked their fonts and colours and mocked their approach to retail.  I have to say, the concept was almost very well executed, except for one very large omission.  They forgot to include the Dixon’s customer value other than price.  But other than that, in measurements of ‘buzz’, this campaign was a big success…

Time to think about your silent truths

What are the silent truths for your business or your industry?  (Trust me, there will be some).  How can you use those silent truths, turn them on their head, be unexpected, and grab your customers’ attention?

If you want your business to stand out, start talking about your silent truths…. carefully.  Carefully because not everyone wants to hear the truth and some truths stay silent for a reason.  Choose your truths carefully, deliver the message cleverly and make your value clear.  It’s a delicate balance, but the rewards are great.

Image source